The Methodology of Designing a Brand Universe for Flexible Content

This study aims to develop a design methodology for creating a brand universe that fosters flexible and creative brand experiences. Defined as a narrative boundary embodying the brand’s identity, the brand universe goes beyond content settings and backgrounds, utilizing transmedia storytelling to enhance content flexibility. It integrates brand messages, motifs, and mise-en-scène to strengthen brand identity, maintaining consistency while offering adaptable experiences. The proposed four-stage design process—motif exploration, message definition, mise-en-scène creation, and material delivery—ensures both brand consistency and flexibility. Case studies demonstrate that a brand universe preserves brand distinctiveness while flexibly responding to market changes. It can be managed based on motif consistency, alignment with brand messages, and narrative scalability. These findings provide key insights for brand management and content marketing strategies.