(Beginner) Can demonstrate a theoretical understanding of brand, including visual identity and tone of voice.

(Novice) Is capable of interpreting brand guidelines to generate assets and content within an established design language or system.

(Intermediate) Builds upon and extends brand guidelines, design languages and visual identities with new digital assets and content.

(Expert) Evolves brands by identifying, establishing, and embedding new design systems, visual identities or tone of voice.

(Master) Is adept at strategically shaping and defining new brands, including the creation of visual identity and/or tone of voice from scratch.