Techniques for creating and managing chattels to control design asset behaviors are described. A behavior is assigned by a digital content creation system to design asset data. The behavior can indicate how the design asset data will respond in different conditions. Then, access level data is generated that identifies different user types and how the behavior of the design asset data is modifiable by the different user types. The digital content creation system subsequently generates chattel data that includes the behavior, the access level data, and a visual form of the design asset data and outputs the chattel data. The chattel data may be output to a centralized storage location, such as a cloud storage location, that allows other users to access the chattel data. The centralized storage location provides centralized control, allowing updates to the chattel to occur at each location where the chattel appears.