It is important to create a framework that can withstand changes in fashion while leaving room for flexibility in the details. Brands should have a stable visual identity - basic colors, shapes and lines. At the same time, accents and small elements can be varied to reflect current trends. This approach adds relevance and freshness without sacrificing brand uniqueness and helps maintain brand recognition.

I start by aligning everyone on the brand archetype and personality. For instance, ClickUp’s playful, modern UI contrasts with Jira’s technical, professional aesthetic. This alignment ensures our design choices reflect our core identity. Next, I benchmark competitors. The goal isn’t just to stand out but to balance familiarity and a unique personality that resonates with our audience within the domain. I then diverge and explore 3-4 design directions, experimenting with colors, typography and styles. For example, even a simple switch from single-tone icons to dual-colored ones can instantly infuse personality into the brand. Finally, the team converges on a direction and builds a master design system to ensure consistency and scalability.

When the team is split on trends, we focus on the brand's 'non-negotiables'—core values, tone, and purpose. These act as a filter to evaluate trends. If it fits, great. If not, we refine or skip.

When my team is divided on design trends, I focus on keeping our brand's integrity by bringing everyone back to our core values and brand guidelines. We have open conversations where each person shares their ideas and explains how their preferred trend fits with our brand. By evaluating how each option aligns with our brand identity and appeals to our audience, we can make a more informed decision. Sometimes, combining elements from different trends leads to a unique solution that everyone is happy with. It's all about working together and keeping the essence of our brand at the heart of our choices.