Franchise networks and multi-unit operations face a constant dilemma:
the headquarters wants brand consistency, visual standard, unique narrative
the stores/units want freedom to adapt to the local context, create, test
In practice:
some stores innovate too much and deviate from the identity
others hardly innovate and become “lifeless”
central marketing struggles to keep everything aligned
conversion opportunities are lost due to the lack of strong visual materials at the point of sale
PicFlow was designed to be a layer of visual infrastructure that can help solve this dilemma:
standardizing what needs to be standard,
and unleashing creativity where it truly generates value.
What PicFlow brings to a network/franchise
In a network context, PicFlow offers:
Centralized visual language
styles, filters, and Energy Card guidelines defined by the brand.
Local creation tool
units can generate Energy Cards with their own content (store photos, customers, local events) without breaking the standard.
Base for physical products and phygital experiences
frames, panels, decorative materials, local campaigns, etc.
This combination allows for:
identity consistency
controlled local innovation
increased visual quality across all touchpoints
1) Central library of visual styles and guidelines
Central marketing can use PicFlow to:
define the network's official Energy Card styles, for example:
color palette
texture type
level of abstraction
brand-related elements
create specific “lines”:
institutional line
promotional line
seasonal line (Christmas, Mother's Day, Father's Day, etc.)
segment line (family, sports, decorative, corporate, etc.)
These guidelines are available within the PicFlow ecosystem, so that:
any unit, when generating Energy Cards, already operates within a common visual umbrella
Result:
the brand is recognizable in any store
even when the base content is different (local reality)
2) Local creation with content from the unit itself
At the same time, each franchise/store can:
record their own moments:
customers
local projects
unit events and activations
specific settings
upload this content to PicFlow
generate Energy Cards with the pre-defined network styles
Examples:
Store A in São Paulo records a Mother's Day action with its customers.
Store B in Recife records an end-of-year event with local partners.
Both generate Energy Cards with brand-aligned aesthetics, but with different stories.
This brings:
local protagonism
greater identification with the audience of that region
preservation of the network's identity in everything produced
3) Standardization of phygital experiences at the point of sale
The network can define:
a standard flow for using PicFlow in-store, for example:
customer arrives with photos
photos are uploaded to PicFlow
Energy Cards are generated with brand styles
simulation on frames/panels
offer of combos/collections
and replicate this across all (or a group of) units
Benefits:
consistency in the customer experience across different stores
operations team knows exactly how to integrate PicFlow into customer service
marketing team can train and monitor this journey
Innovation here is systematized:
it doesn't depend on one or another more creative store.
4) Local material for digital and physical campaigns
Units experience diverse realities:
different neighborhoods
distinct target audiences
local partnership opportunities
With PicFlow, each unit can:
generate Energy Cards from their own activations
use these cards in:
regional posts
geolocated ads
POS materials (displays, posters, internal frames)
All this without deviating from the identity defined by central marketing.
Result:
national campaigns with a single base
local layers with a network look + regional accent
5) Monitor and learn from what units do best
As PicFlow is a centralized technological layer, the network can:
observe which types of Energy Cards and collections:
are most used by units
generate more engagement
lead to more conversion (in physical products, services, etc.)
identify good local practices:
store X created a collection that worked very well for families
store Y innovated in how to display frames with Energy Cards
store Z ran a replicable seasonal campaign
Central marketing can:
turn these learnings into playbooks for the entire network
adjust PicFlow's visual styles and guidelines based on real data
promote units that innovate well as a reference for others
Example of application: frame and molding network
For a network like Moldura Minuto and similar:
Central defines:
main Energy Card styles
brand visual line for campaigns and stores
Stores:
generate Energy Cards from local customer photos
follow the standard simulation and sales flow
use real collections to decorate the store itself (showing cases of customers from the region)
Network:
monitors which uses of PicFlow in stores:
increase average ticket the most
convert more curious visitors into buyers
generate more return in seasonal campaigns
This ensures:
strong and consistent brand
local operation with responsible freedom
continuous network learning
Where this fits into the network's decision funnel
Consideration (C-level / Marketing / Expansion)
assessment of how PicFlow can elevate visual standards and experience
understanding the potential for increased conversion and average ticket
Decision (Operations / Franchisees)
definition of how PicFlow will be incorporated into unit routines
design of processes, training, and support materials
Rollout / Adoption
pilots in some units
gradual expansion based on results
How a network can start with PicFlow in 2026
Align vision between central marketing and operations
what role PicFlow will play (decoration, experience, sales, all of the above).
Create a first library of official styles
defining the look of the network's Energy Cards.
Choose a pilot group of units
with different profiles (regions, sizes, maturity).
Train these units
how to use PicFlow in customer service and local communication.
Measure and learn
impact on conversion, average ticket, visual engagement.
Scale based on evidence
bringing PicFlow to more stores and refining the network's visual guidelines.
In summary
For franchising and networks, PicFlow is:
a visual innovation standard that ensures consistency
a tool that empowers local units to create within this standard
a source of data on what works best in different contexts
In 2026, while some networks still struggle to control layouts and posts via email,
those who bring PicFlow to the center of their visual strategy will be able to:
speak with one brand voice,
with a thousand local accents,
without losing quality – and with real gains in conversion.