BRAND REDESIGN
Shift how your brand is seen
Your visual identity is much more than a logo—it reflects your brand’s story, personality, and audience. When your strategy evolves, brand redesign ensures that your identity evolves with it, translating your inside-out transformation into a visual system that deepens connection with the right people.
Crafting a visual system takes strategy, creativity, and testing, but the result can literally change the way your brand is seen.
A strong visual identity redesign:
Preserves and enhances brand recognition
Is comprehensive and robust
Elevates regard and value perception
Is functional, accessible, and easy to use
STEP ONE
Brand identity audit
Before designing, we use your Brand Audit to determine what to preserve, while your Rebranding Strategy sets the creative direction for what’s next. Together, these tools guide a collaborative process of improving your visual system across media, formats, and brand expressions.
Goals that visual identity assessment supports:
Elevating and / or modernizing design elements
Fixing issues of legibility, usability, or cross-platform flexibility
Visually differentiating from competition
STEP TWO
Logo redesign
Your logo is the most visible part of your brand’s identity, second only to your brand name in creating recognition. For this reason, logo redesign is not always appropriate—and never about chasing trends. An effective logo redesign elevates your brand while preserving hard-earned recognition.
STEP THREE
Visual identity system redesign
A strong visual identity is more than a strong logo—it’s a robust toolkit of elements that work together to make your brand recognizable, memorable, and compelling to your audience. In a rebrand, redesigning the visual identity system means amplifying what works while addressing visual gaps that limit expression. The result is a more complete and flexible visual language that brings fresh energy to your brand without losing its core.
STEP FOUR
Design testing and validation
Design taste may be subjective, but the impact a design has for your brand is objective. It can and should be measured. We start with a research-backed strategy to fuel creative development, then use testing to validate whether key design changes perform as intended. This step reduces the inherent risk of change and provides the opportunity to combine multiple high-performing visual elements into a powerful design system that drives brand growth.
Brand redesign FAQ
Simplified answers to common customer questions.
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Yes, while your logo is important, it’s only a small part of your visual identity system. If your logo is aligned with your brand redefinition (strategy), we’ll focus on updating the rest of the system.
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Changing a logo always has a cost, so updates should only be made when a sub-optimal logo is hurting brand value. A well designed logo should serve for years—even decades—without needing any significant changes.
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We use brand equity research (Brand Scorecard) to identify which elements support recognition, then test recognition before rolling out a new visual identity.
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Without a clear strategy, even the best designer in the world may create a beautiful version of the wrong identity. For design to create value, it must have a clear direction and beautiful execution.
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Yes, we’ll always provide usage guidelines and an asset library.
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It’s ideal to have as much feedback as possible, but as few decision makers as possible. We use research whenever possible to create alignment around design shifts.
Ready for a brand refresh?
No pressure, no gimmicks.
Just a real conversation to move you in the right direction.