From execution to curation: Rethinking the Designer’s role through generative branding systems
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Abstract
This study examines how generative branding systems transform the role of the graphic designer from an implementer of artifacts to an architect and steward of adaptive identity systems. The study used a hybrid research methodology combining a systematic and a case study approach, drawing on peer-reviewed articles and case studies of Coca-Cola, L’Oréal, and Canva, and using PRISMA for a systematic review (2020-2025). The results demonstrate three paradigm shifts: creativity shifts towards rule-set design, data is identified as a central design material, and branding becomes coherent variability rather than fixed consistency. These systems offer the benefits of scalability, personalization, and innovation. Still, they also present issues of homogenization, loss of authorship, and ethical hazards, and they demand new curatorial, technical, and moral skills.
Keywords: Generative AI, Paradigm Shift, Curator, Personalization, Implementer.
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