Phased rebrand migrations for established companies. We protect the equity worth keeping, rebuild what isn't working, and manage the internal and external rollout so the change strengthens the brand rather than confuses it.
Building a new brand from scratch is straightforward by comparison — there’s no equity to preserve, no team to bring along, no legacy systems to migrate. Rebranding an established company is the opposite: every change carries equity loss as a risk, every stakeholder has an opinion, and the rollout typically takes longer than the design work itself.
Done well, a rebrand strengthens a company’s position — sharpens its identity, signals its evolution, attracts the next generation of customers and talent. Done badly (and most are done badly), it confuses customers, demoralises staff, and costs more in lost recognition than the design ever cost in invoices.
Our entire engagement is structured around minimising that risk while delivering the upside.
Beyond design — the work that decides whether a rebrand succeeds.
Stakeholder interviews, customer perception research, asset inventory. We map what's worth preserving before we touch anything new.
Where the brand goes next. Strategy first, design second — every successful rebrand is a strategic decision dressed in visuals.
Logo refresh or full new identity, depending on equity-audit findings. Sometimes the right answer is "evolve, don't revolution."
Phased rollout plan — what flips first, what waits. Customer-facing changes timed deliberately, not all-at-once.
Your team adopts the rebrand before customers see it. Town halls, training, internal Q&A. Often the most overlooked phase.
Customer-facing rollout — coordinated across web, social, product, sales materials. The visible moment we've been planning for.
Beyond visual freshness — the business outcomes that justify a rebrand.
A rebrand is a chance to retire positioning that's become limiting and adopt one that fits where the business is going. Done well, customers feel the shift before they see it.
Rebrands signal evolution to potential hires and remind existing employees what they're part of. Often shows up as a measurable lift in candidate quality.
For companies moving upmarket, a rebrand is what tells customers and competitors "we're not in that category anymore." The pricing power follows.
A phased, equity-aware rebrand keeps what's working and replaces what isn't. The "rebrand disaster" pattern is almost always about treating the brand as a blank canvas instead of an asset.
A real rebrand engagement is 3-6 months end to end. The design is half of it.
Weeks 1-3. Equity audit, customer research, stakeholder interviews, competitive scan. We arrive at a clear "what to keep, what to change."
Weeks 4-5. Repositioning brief, archetype evolution, voice direction. Signed off before design starts.
Weeks 6-10. Logo, colour, type, visual language, voice — designed against the new strategy, with the existing applications in mind.
Weeks 11-12. Phased rollout strategy, internal + external comms plans, risk register.
Weeks 13-20+. Internal launch first; external follows. We stay involved through customer transition to handle anything unexpected.
A rebrand is a high-risk project. We treat it that way.
We start every rebrand asking "what should we NOT change?" Most agencies skip that step — and that's where rebrand disasters begin.
Customer-facing changes happen in deliberate phases — never all at once. Reduces the surface area for things to go wrong.
We treat the internal launch as critical. Employees who don't buy in to the rebrand undermine it — externally and internally.
Most agencies hand off and leave. We stay involved through customer transition — typically 30-60 days post-launch — to handle the things that always come up.
It depends on the gap between where the brand is and where the business needs to go. If the gap is positioning + perception, you may need a full rebrand. If the gap is freshness or consistency, a refresh may be enough. The equity audit in Phase 1 answers this — and sometimes we recommend the cheaper option.
3-6 months end-to-end for mid-sized companies. 6-9 months for larger ones with more stakeholders and more applications. Shorter than that usually skips the equity audit or the rollout — both of which are where rebrands succeed or fail.
A focused refresh runs $35K-$80K. A full rebrand engagement (audit + strategy + identity + rollout) typically runs $90K-$240K depending on company size and application breadth. Larger enterprise rebrands run higher.
Three things: an equity audit that maps what customers genuinely value, a phased rollout (no surprises), and clear customer communication explaining the change. The “rebrand disaster” stories almost always involve skipping one of those three.
Almost never. Most rebrands keep the name (massive equity asset), evolve the logo, refresh the colour and type, and reshape the voice. Full name changes are reserved for cases where the existing name has become an active liability.
Free 30-minute consult — a senior designer audits your brand and replies with an honest scope and timeline within 24 hours. No sales pitch.
Free 30-minute call. We'll listen to where the brand is, where the business is going, and tell you honestly what level of rebrand fits.
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