What Is a Brand Library (and Why Every Brand Needs One)

How Catch+Release Helped Atlanta Journal-Constitution Build a Brand Library That Scales

Every brand today is also a storyteller. For The Atlanta Journal-Constitution (AJC), that means bringing truth, culture, and community to life across digital, social, and editorial channels.

Today, campaigns move superfast, their visuals are scattered across drives and platforms and licensing rights can be tricky and time consuming. AJC needed a better way to organize, reuse, and scale their content, safely and efficiently.

That’s when their agency partner, Dagger, teamed up with Catch+Release to build something new: a Brand Library designed for flexibility, speed, and long-term creative freedom.

What’s a Brand Library?

A Brand Library is a collection of licensed, ready-to-use visuals that gives brands one secure place to find and manage content. All assets are legally cleared and built for creative flexibility, helping teams save time, reduce production costs, and stay consistently on-brand.

The Challenge: Creating a Scalable, Secure System

AJC wanted to bring order to their creative world. They needed a centralized space to store and manage content while keeping usage rights crystal clear.

Their goals were simple:

• Keep all content rights organized and secure.
  
• Make assets easy to reuse across digital, social, and editorial programs.
  
• Build a system that could scale as their storytelling evolved.
  

They didn’t just want another storage system. They wanted a creative foundation that could grow with them.

The Partnership: Dagger + Catch+Release

Enter Dagger, AJC’s Atlanta-based creative agency.

Dagger saw that traditional content sources (like stock libraries or one-off shoots) weren’t flexible enough for AJC’s needs. They wanted real, relatable visuals that could support ongoing storytelling without the delays and limitations of standard licensing.

With Catch+Release, they found a new way forward. Together, they built a Brand Library filled with curated, rights-cleared, internet-sourced content that could be used across AJC’s entire digital program.

This gave AJC’s team a reliable, flexible, and secure system for creating at the speed of culture.

The Solution: Building the AJC Brand Library

The Brand Library became AJC’s creative engine. It allowed them to:

• Curate and license authentic internet content.
  
• Store assets securely in one place.
  
• Reuse visuals across campaigns and channels.
  
• Work faster without getting bogged down by rights questions.
  

It wasn’t a one-time project. It was the start of a living, breathing content system that keeps growing as AJC’s storytelling evolves.

How Brand Library Pricing Works

The Brand Library pricing model keeps creativity simple.

When you build a Brand Library with Catch+Release, you’re not buying one photo or one video at a time. You’re creating a pool of content your team can pull from again and again.

Instead of worrying about costs changing every time you license something new, you get a set price for a set number of assets. That price covers the rights you need, so your content can move across channels (like digital, social, or editorial) without extra steps or surprise fees.

It’s a little like setting up a creative subscription. You know what you’re getting, you know what it costs, and you can grow it whenever you need more.

The best part: it gives brands flexibility and peace of mind. You can plan, create, and reuse content confidently, knowing everything in your library is cleared, ready, and easy to access.

“Predictable pricing builds creative confidence. When brands know what’s possible, they create more freely.”

The Results: Flexibility for the Future

Today, AJC has a content system that works as hard as they do.

• Their teams can find, license, and reuse content faster.
  
• Their budget stays predictable.
  
• Their creativity stays consistent across every channel.
  

The fixed-price model turned out to be a quiet superpower. It gave both AJC and Dagger the freedom to focus less on logistics and more on storytelling.

The Spirit of the Brand Library

At its core, this story is about trust and creativity.
AJC trusted Dagger to lead. Dagger trusted Catch+Release to deliver. Together, they built not just a system, but a new kind of creative confidence.

Because when brands feel secure in how they source, license, and store content, they can tell stories with more heart and move at the speed of culture.

“A Brand Library isn’t just about saving assets. It’s about saving time, energy, and imagination.”