A colleague and I discussed the relationship between a company's visual identity and their product's “look and feel”. Does your design systems team own your product's visual language? Do they partner with another team responsible for that? Or something else entirely?
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As far as my experience goes, the translation of brand visual identity personality traits is owned by brand designers, who define the look & feel, in collaboration with the product design org.
If you want people to associate your brand with playfulness, it doesn't matter whether it is communications or product – it needs to be reflected in both.