A brand and its digital presence are not two projects. They are one system people meet in pieces.
When identity is owned by one team and the website by another, the brand starts to look like a folder of assets and the product starts to look like a template. Customers feel the gap even when they cannot name it.
The fix is not more guidelines. It is one direction, held across strategy, identity, interface and campaign by someone accountable for the whole.
That is the work arckd is built for: one designer leading brand and digital together, so what you say, what you look like and what people use stay as one thing.