Brand process digitalisation: lessons learned and why the graphic chain is the next step

The pandemic forced thousands of companies to digitalise in weeks what they had been postponing for years. Remote work drove adoption of video conferencing, project management and cloud communication tools. That accelerated transformation had a real positive effect: it proved that process digitalisation was feasible, even for organisations with strong resistance to change.

But it also exposed a blind spot: many companies digitalised internal communication and left intact one of the most costly and error-prone processes — the graphic chain.

What was (and was not) digitalised during the accelerated transformation

Teams, Slack, Notion and Asana solved the coordination and communication problem. But none of them solved the specific problem of managing artwork, packaging and brand graphic assets. As a result, in 2025 many marketing and packaging teams still manage their graphic projects exactly as before: through emails with attachments, WhatsApp approval chains and shared folders where "FINAL.pdf", "FINAL_v2.pdf" and "FINAL_THIS_ONE.pdf" all coexist.

How graphic chain digitalisation works in practice

A graphic chain management platform like MyMediaConnect solves these problems in an integrated way. Artwork is reviewed directly in the browser in high resolution. The automatic version comparator detects any change. Approvals are recorded with date, time and user.

Companies like Florette, Pascual, Damm and Europastry have already digitalised their graphic chain with MyMediaConnect. The common result is a significant reduction in time-to-market and the near-elimination of versioning errors that reach print.