Brand Identity. Not for the lukewarm. 

When the brand is costing the business something.

The symptoms are usually commercial. Pricing power is soft, and the sales team is probably feeling pressured to discount in order to close a sale. You might be losing deals to competitors who aren’t actually better than you. The talent you want to attract might not see you as a destination brand to work for. The market you play in might have moved such as new competitors, new category expectations, a shift in how buyers make decisions, and the brand hasn’t moved with it. Or the simplest one: the company you’ve built has outgrown the brand you started with.

The trigger is usually a business event sitting behind those symptoms: moving upmarket, entering a new category, going through a merger or restructure, launching a product that doesn’t fit the current brand, or preparing for investment where the brand needs to signal ‘we’re a very impressive company doing very impressive things.’

It’s also worth knowing that not every rebrand is a full rebrand. Sometimes the whole thing needs rebuilding. But most of the time it’s about making the current branding ooze a lot more charisma.

Usually, yes. Most of our work with established businesses, we aren’t touching the logo. There needs to be a really good reason to do that. The refresh is typically about making the rest of the identity system more charismatic and giving the brand the kind of creative direction it needs to help the business perform better. If the logo genuinely needs looking at, we’ll tell you and we’ll explain why.

If the positioning is really obvious and the company is clear on where it competes and who it’s for, we can just keep the scope to the identity component. We’ll tell you which situation you’re in. We’d rather have that conversation upfront than design something beautiful that can’t do the commercial job it needs to do.

Brand and visual identity are usually spoken interchangeably, but they’re not the same. Visual identity is one part of brand identity. It is how the branding shows up visually only (the logo, type, colour, art direction etc). Brand identity is broader and is the whole personality of the brand. Verbal identity, brand values, and anything that is about the brand expression is the identity. We build the full system.

Ha! Unlikely. Proud to say that never happens, because the Mudeboards phase catches misalignment before we commit to concept design. We keep things very iterative as we move through inspiration gathering, Mudeboards, concepts, refinement, to final delivery. We also try to keep the process very divergent so you see lots of potential directions before any decisions are made and we gradually start converging on the final concept.

Our version of mood boards, we’ve just co-opted it with our name. Each one explores a different creative direction for the brand: typography, colour, textures, imagery, marks. We present them early so we can narrow the creative territory before committing to concept design. The conversation they start is usually more revealing than the boards themselves, because it surfaces what the leadership team actually responds to versus what they said they wanted in the brief. Those two things are almost never the same.

The person that is pulling out their wallet. The identity, the brand guide, and every asset we create during the engagement. We keep the right to show the work in our portfolio, because frankly if we’ve done our job properly it’s the kind of work we want people to see. We might even submit your brand to awards, who knows?

Identity typically runs 8 to 14 weeks from kickoff to delivery. If the engagement includes strategy before identity, add 10 to 14 weeks. If it includes a website, 5 to 6 months end to end for everything usually. The fastest projects we’ve done had one decision-maker in the room. The slowest had ten people and a client contact with no authority to make decisions. You can probably guess which one everyone was happier with.

Most companies that come to us need a refresh rather than a rebrand. Brands need constant work to maintain their vitality. What might be driving a refresh is being indistinguishable from competitors, the brand has no cultural posture, and the identity isn’t doing the two jobs it needs to do: create distinction and signal meaning. A refresh is all about giving the core ingredients of the existing branding some much needed TLC, and imbuing more culture and charisma into the identity, the visual system, the verbal identity, the art direction, the creative and cultural posture

A full rebrand is a different conversation. It usually gets forced by a business event: a merger or acquisition, reputational damage the current brand can’t shake, a need to signal genuine change to the market, a category that’s shifted underneath the company, or a business that’s simply outgrown the brand it started with. A rebrand typically starts with strategy because you’re fundamentally changing the DNA, offer or positioning of the company.