Rebranding

Most brands don’t need replacing

They need one thing fixed and everything else left alone. A company that has been trading for fifteen years has equity in its name, its colour, sometimes just the shape of its mark — and the fastest way to lose that is a rebrand that treats the whole thing as a blank page.

So we start by working out what is actually wrong. Sometimes the identity is fine and the problem is that nobody has enforced it since 2019.

How it runs

1. Audit. Every live touchpoint, collected in one place. Clients are usually surprised by how many there are, and by which ones are still on the 2016 logo.
2. Keep or cut. We name what carries equity and what is just old. That list is signed off before any design happens.
3. Evolve. The new system is drawn against the audit, so we know on day one what a change costs to roll out.
4. Rollout plan. Sequenced by visibility and cost, with a date the old assets stop being used.

What you get

• The audit, as an inventory you keep — it stays useful long after the launch.
• A migration map: what changes on day one, what changes at the next print run, what quietly never changes.
• Interim rules for the months when both identities are live, because there will be months when both identities are live.
• An internal launch: the announcement, the deck, and the answer to “why are we doing this” for the people who liked the old one.

Rebrands run eight to sixteen weeks. The design is rarely the slow part — agreeing what to keep is.