What’s the Line Between Consistency and Creative Freedom in Branding?

Lately, I’ve been thinking about how brands strike a balance between staying visually consistent and allowing designers enough room for creativity. Especially for growing companies or startups that evolve quickly, it seems like rigid guidelines can sometimes hold things back, while too much freedom can water down the brand.

I saw an interesting approach from https://www.outrightsystems.org/, where they maintain a clean, minimal visual style but occasionally adapt it depending on context without losing core identity.

How does your team (or clients) approach this? Do you follow strict brand books, or is it more fluid and situation-based? Would love to hear real examples of what’s worked or not worked for you.