Can my brand look and sound different in different places?

Yes. On top of your one brand kit you can add overlays: targeted adjustments that only apply in a particular situation. An overlay says when it applies — a surface (a public page, a receipt, a certificate), an audience (customers, staff, partners), a channel (web, email, text, print), one of your locations, or a moment such as a welcome, a confirmation, a reminder, a recovery message after something went wrong, or a seasonal promotion — and what it changes, in the visual kit, the voice, or both. A more specific overlay beats a less specific one, and you can set a start and end date for something like a seasonal palette. The overlay tester shows you exactly which ones matched and why before you rely on them.