re: Brand
When our clients come to us with a rebrand project, our process starts with curiosity. Taking the time to understand what aspects of the brand are outgrown (and why) is a critical part of the process, as it ultimately leads to better informed decisions for the rebrand. Having a conversation is where our work together begins.
Here’s what to know about rebrand projects with us.
Rebranding is Not the Same as Branding
Building a brand from the ground up and rebranding require different problem solving. A rebrand means there is already a brand voice (whether intentional or not), and identity in place—and as a result of those, the brand has an existing relationship to its audience.
So, a rebrand is about managing a transition, and working together to figure out what carries forward, what gets left behind, and how visible that shift should be to your audience.
Our Approach to Voice and Identity
First, it’s important to understand what voice and identity are:
Voice is what the brand says and how. (We’ll have more on voice soon!) It’s about brand position, trajectory, narrative, and audience.
Identity encompasses the brand’s logo, typography styles, color palette—and how those elements should be deployed in coordination with one another.
Identity usually gets the most attention in any brand conversation. It’s an understandable response! Identity is what people see first, and it can convey so much about your brand so quickly. But voice sets the direction for identity. Identity work that skips voice is decoration, not design.Therefore, voice and identity aren’t separate—they’re where the brand forks by discipline.
Our Rebrand Process
How we approach work relies on the same ingredients, applied differently based on each project. For rebrands, we focus on:
Curiosity,pointed backward as well as forward. We conduct tailored interviews with you and your team, along with any outside stakeholders you may choose to include. These early conversations help clarify where the organization sits in its category now—and where it’s headed for the future. We’ll also perform a brand audit to understand the equity of your brand elements, and determine what (if anything) should be brought forward into the rebrand, referenced in a new way, or left behind entirely.
Understanding, building a point of view on voice. We’ll talk position, trajectory, narrative, and more. Together, we’ll define what’s rigid or flexible about the brand going forward. We’ll also discuss whether the brand can hold more than one voice, or needs exactly one. When we reach an understanding, we can process what we’ve learned into a strategy for the next steps.
Structure, sequencing voice before identity. Starting with voice helps us develop a framework necessary for informed visual styles. To kick off the identity phase, we’ll typically start with one or more mood boards. Mood boards visualize different stylistic pathways for overarching “look and feel,” and coming to a consensus on one of those options means that our design work will be as focused and intentional as possible.
Exploring a range of visual styles and nailing down the details. Each stylistic choice shapes how the organization differentiates itself. When reviewing style options, it’s important to remember we aren’t necessarily going to chase aesthetic trends. Instead, we aim for unique identities crafted with purpose, based on key details and goals discussed earlier in the process. That doesn’t mean we won’t be stylish—just that styles will be driven by audience needs rather than what’s popular at the moment.
Refining for environments you don’t control. With audiences interacting with your brand on screen and in print (and in a variety of sizes and spaces), adaptability is a must-have quality. We love modular identities for this reason. Modular brand kits often include different logo files for specific design orientations, sizes, and deployment types; definitions for responsive styling; alternative type choices when fonts are limited; etc. Whatever the brand needs may be, we provide identities that allow you to more effectively stay connected with your audience.
Refining later if styles aren’t working as expected.Staying on brand is key to remaining on good footing with your audience—so, if something’s not working, it’s time to flag it for review. Brand guides are a living document, not a ceremonial handoff written in stone. They’re there to make sure consistency survives contact with reality. Better to revise and rebalance than to commit to a broken part.
What’s in a Deliverable
Here’s what we deliver in a rebrand kit:
A style foundation for communication: This may start with an off-the-shelf base (AP Style, for example), but we add brand-specific documentation covering unique elements and exceptions.
Voice documentation: This includes editorial notes and the qualities that establish your brand’s tone.
Identity documentation: Our foundational brand guides offer logo deployment tips, define typography styles and color palette, and cover overarching style deployment. If we dive deep, guides can include photography guidance, social media content pillars, or other topics that support brand deployment.
Complete identity asset package: You’ll receive logo files in print and screen formats, plus any prototype collateral (often a letterhead, presentation, or business card design) built as part of testing out the new identity.
Wrapping Up
Rebrands are about adapting your brand to where you’re going, not where you’ve been. When you work with us, you can go into a rebrand confidently, knowing our thoughtful and thorough process will lead us exactly where your brand needs to be.
Example Rebrands
Want some motivation? Here are a few rebrand projects we’ve worked on lately.
