In short: Brand Photos is shared with your team. Local Photos is yours.
Every image, clip and audio track sits in one of two places, and which one decides who else can see it.
The distinction is worth understanding early, because uploading to the wrong one is the difference between your colleague finding an asset and asking you to send it over.
Brand Photos is shared
Photos, logos, graphics, icons, footage and audio here are the brand's. Anyone with access to the brand sees them, and campaigns and generated work draw on them. This is the curated set. Each library type uses the same pair of tabs, so Photos has Brand Photos and Local Photos, and Audio has Brand Sounds and its local equivalent.
Local Photos is your working set
Your working library holds the one-off uploads and works in progress: the screenshot you needed for one post, the clip you are still deciding about. It is scoped to you and to this brand, so nobody else sees it and nothing there shapes the brand's identity.
Promote when it earns its place
Open the photo, then the three-dots menu beside Download, and choose Move to Brand. It is a move rather than a copy, so it leaves Local Photos and becomes available to everyone.
It works both ways
The same menu on a brand photo offers Move to Local, which is the gentler alternative to deleting something that does not belong in the curated set but should not disappear.
Moving does not break anything
The file itself does not move or get copied, only the record of where it belongs. Any design or campaign already using it keeps working, so promoting an image is safe even mid-project.
As a rule: if it describes the brand, it belongs in the brand library. If it is scaffolding for one piece of work, keep it in yours. A brand library that fills up with one-off uploads gets less useful, because everything generated draws on what is in it.
Last updated 2 September 2026
