Branding Governance: A Participatory Approach T... Apr 2026

The conference room at “Velo-City,” a growing urban mobility startup, felt more like a courtroom.

By giving up total control, Velo-City gained something better: . Branding Governance: A Participatory Approach t...

They replaced the rigid "Bible" with a "Living Kit." It provided the DNA (the core values and logo), but allowed for "Regional Mutations." Local teams could choose from a palette of secondary colors that felt like their home cities. The conference room at “Velo-City,” a growing urban