Weird words, loaded with meaning for insiders but totally alien to the rest of us — that’s the beauty (and pain) of jargon. The video and content production world has its fair share, including the term “asset” (always in English). But what does it really mean? And why should you even care if you’re not in the creative field?
First things first: what is a graphic asset?
In financial vocabulary, an asset refers to anything that contributes to generating economic value for the individual or organization that owns it. This can include tangible assets (like buildings and land), movable assets (equipment, machinery), financial assets (stocks, patents), or even digital assets. In short, assets are what enable us to carry out our activities and generate revenue.
When we talk about assets in the creative sector, we’re referring specifically to digital assets. These are all the digital files and resources that hold value for an organization. They often include all the elements that make up a brand’s identity — its branding — as defined in its visual guidelines or brand book. In the context of video production, graphic assets are the distinctive visual components used to build the final product.
Each illustration, icon, 3D model, or typographic element used to tell a story in a video qualifies as an asset. These elements can be reused, modified, or adapted for future productions, which makes them highly valuable [visit Sage for detailed guidance on tax-related concerns].
All Types of Digital Assets
Digital assets can be classified into three main categories, depending on their nature and intended use:
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Static graphic assets
These are fixed graphic elements that typically maintain a consistent form. They can be used in videos, to illustrate presentations, or in various other communication materials (brochures, reports, carousels, etc.).
- Logos and brand identity elements
- Illustrations and icons (pictograms, vector drawings)
- Photographs and stock images
- Typefaces and fonts
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Dynamic graphic assets
These are short video sequences or 3D objects, often stored in content libraries. They are used to create videos, design web environments, or develop immersive experiences.
- 2D and 3D animations (illustrations, 3D models, rigged characters)
- Visual effects (VFX)
- Video templates (themes, animated logos, transitions)
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Audio and interactive assets
Though often more discreet, this final category of multimedia assets is essential for producing high-quality animated content.
- Music and sound design
- Voice-over recordings
- Interactive elements (used in interactive videos or augmented reality experiences)
In any production, each asset plays a specific role, and the seamless coordination of all these components contributes to delivering a visually and emotionally engaging experience. That’s why it’s crucial to pay close attention to their quality — these elements are key to building a strong and effective communication strategy.
Who creates graphic assets and where do they come from?
The production of graphic assets can involve a wide range of contributors and originate from various sources — or be handled entirely by a single provider (for instance, just hypothetically, a creative agency like Never Touch The Red Button). Depending on your constraints and objectives, you might choose one of the following approaches:
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Custom-made creation
- Graphic designers and illustrators: They create content that is fully tailored to your specific needs and goals.
- Motion designers and animators: They design and produce animated sequences based on your creative brief.
In both cases, the assets can be:
- Produced externally, through service providers (such as our studio, for example),
- Or developed in-house by your marketing and communication teams.
- Production studios: These teams can also build reusable asset libraries to help streamline your content creation process and maintain graphic consistency across all your projects.
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Pre-existing asset libraries
Some online platforms offer extensive libraries of graphic assets — both free and paid — that creators can use directly in their productions:
- Image and illustration banks: Unsplash, Shutterstock, Adobe Stock
- Animation and video template libraries: Envato Elements, Motion Array
- Open-source resources: Platforms like Freepik or Pixabay offer royalty-free assets under certain conditions
Whether your priority is cost and speed of production, or you’re aiming for highly personalized, original content, you have the option to choose between ready-made library assets and fully custom-made creations.
Who Owns Graphic Assets?
The question of copyright and ownership of graphic assets is essential — especially in contexts where reuse and modification are common. Several scenarios can apply:
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Custom-created graphic assets
When an asset is created by a designer or artist for a company, copyright initially belongs to the creator — unless otherwise specified in a contract:
- A transfer of rights can be arranged, granting the company full and unrestricted use of the asset (this is the model we follow at NTTRB).
- An exploitation license, on the other hand, allows the company to use the asset under specific contractual conditions (limited time period, restricted usage, etc.).
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Graphic assets purchased or downloaded from image banks
Digital asset platforms offer various licensing options:
- Royalty-free license: The asset can be used multiple times without additional fees.
- Extended license: Offers broader rights, such as large-scale commercial use.
- Creative Commons license: Some assets are free to use but require attribution, depending on the license type.
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Internally generated graphic assets
Companies with in-house graphic designers or motion design teams can build their own asset libraries. In this case — the simplest scenario — all assets are the exclusive property of the company, which can use them without restriction.
And what about AI?
The rapid advancement of artificial intelligence capabilities is transforming content production methods and raising significant questions around how graphic assets are managed:
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Automatic asset generation
Thanks to AI tools, it is now possible to generate illustrations, animations, and other visuals in just seconds. Text-to-image platforms like Midjourney, DALL·E, or Runway enable users to create images and videos from simple textual prompts — welcome to the world of prompt engineering. These new solutions can significantly accelerate content creation and drastically reduce production costs. However, they also raise important concerns regarding the quality and originality of creations, along with deeper ethical, moral, and political implications. As Melvin Kranzberg wrote in the last century: “Technology is neither good nor bad; nor is it neutral.”
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Automated editing and adaptation
AI also enables the resizing, modification, and adaptation of assets with minimal human input — and once again, at a lower cost. Some common uses include:
- Changing the graphic style of an image
- Adapting an animation for different screen formats (mobile, desktop, TV)
- Enhancing image or video quality (upscaling, resolution enhancement, color correction)
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Intelligent asset library management
Companies are increasingly using Digital Asset Management (DAM) systems powered by AI to:
- Classify and retrieve assets using smart tags
- Detect duplicates and optimize storage
- Analyze asset performance to improve future productions
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Ownership and copyright challenges
AI tools raise a critical question: who owns the assets they generate?
Is it the person who requested the creation? The company that developed the AI model? The artists and creators whose work the AI was trained on? In the absence of clear legislation, some platforms refuse to grant copyright on AI-generated content — which can become a serious issue for companies wishing to use these assets in commercial productions.
So, don’t overlook this question — it could cost you dearly later on.
Conclusion
Graphic assets are essential components of any video production and any brand identity. Their value lies primarily in their adaptability: the easier they are to modify, the simpler it gets to reuse them across different media, platforms, and campaigns. Understanding their origin and ownership is crucial to avoid any legal complications.
With the rise of artificial intelligence technologies, asset production and management methods are evolving rapidly — bringing new opportunities but also major challenges in terms of quality, legal compliance, and ethics.
Ultimately, mastering asset management empowers companies to improve efficiency, ensure visual consistency, and boost competitiveness in an increasingly crowded digital landscape. And as a welcome bonus, it often leads to cost savings!
You need guidance to help you manage your assets or you would like a partner to create your graphic contents ? Contact us !