Guidelines should be there to hold, not hold you back. Sometimes companies have an initiative that requires them to work outside of the norms. (Frankly, all firms should have this going on at one time or another). When this occurs, it's going to clash with day to day branding & associated guides. Rather than try to conform to guides designed without the slightest knowledge of the new endeavour — start a SkunkWorks (a name for a group of engineers, scientists, etc. engaged in research and development, usually secretly or in isolation from the main brand). When I was working on the new low cost airline from British Airways (later called Go, and bought by EasyJet) we called it operation BlueSky and it had zero BA branding. It worked a treat.

In my opinion, I would start by having an open dialogue with the brand team to understand the core guidelines better. Then, I’d explore ways to incorporate my design while respecting their vision, ultimately seeking a compromise that enhances both.

To navigate the challenge of an innovative design clashing with brand guidelines, I would first thoroughly review the guidelines to understand the non-negotiable elements. Then, I’d explore areas within the guidelines that allow for flexibility, ensuring the core brand identity remains intact. Engaging in open dialogue with the brand team, I’d present alternative design options that align with the guidelines while maintaining innovation. If necessary, I’d adjust the design to comply while still aiming for a creative solution that enhances the overall project without compromising brand integrity. Collaboration and adaptability would be key throughout the process.

I'll collaborate closely with the brand team to find a balance between creativity and brand guidelines. By understanding the core elements that can't be changed, I can adjust the design to fit within the brand's framework while keeping the innovation intact.

Umm — this is just a wild, desperate guess but hear me out… I would suggest reading, understanding and applying the guidelines to your work? Almost like being ‘guided’ by the guidelines. Or staying *within* the lines of a guide of some sort. When it says ‘blue’, don’t use orange, for example. You could even really commit to this technique and check the Pantone number or HEX reference? Practice makes perfect! Good luck!