Refresh and Rebrand
Brands don’t stand still. Businesses grow, audiences change, and what once worked can start to feel out of step. A brand refresh or rebrand is about realigning how a brand looks, sounds and feels with where it’s headed next.
- About Brand refreshes and rebrands
A fresh chapter, not a blank page
Sometimes that change is subtle. Other times it’s a complete reset. The key is knowing which one you need.
Brand refreshes focus on refinement. Updating the visual identity, sharpening the tone of voice, and bringing consistency to the way the brand shows up across touchpoints.
Rebrands go deeper. They’re about redefining the brand from the inside out, clarifying positioning, evolving the story, and building a new foundation that supports future growth.
When to refresh
- The brand feels dated or inconsistent
- Visual assets no longer reflect the business
- The brand has grown but the identity hasn’t
- New audiences are being targeted
When to rebrand
- The business has changed direction or offering
- A merger, expansion or repositioning is underway
- The brand no longer reflects values or ambition
- There’s confusion in the market
Whether it’s a light-touch update or a full transformation, the goal is the same. Clarity, confidence and cohesion. A brand that feels relevant today and ready for tomorrow.
This is branding with intent. Not change for change’s sake, but evolution done properly.
- FAQs
Frequently asked
A brand refresh refines what already exists. It might update the visual identity, tone of voice or systems without changing the brand’s core positioning. A rebrand is more transformational and involves redefining how the brand is positioned, perceived and expressed.
That’s part of the process. Through discovery and discussion, it becomes clear whether the brand needs evolution or a full reset. The goal is always the right level of change, not the biggest.
Yes. Many projects retain elements like colour, logo structure or tone while improving clarity and consistency across the system.
Any change carries risk if it’s not done properly. A strategic approach reduces that risk by grounding decisions in insight, not opinion.
Timelines depend on scope. A refresh may take a few weeks, while a full rebrand typically takes longer. Clear milestones are agreed upfront.
Yes. Support can include guidelines, templates, campaign creative, content and launch planning to ensure the new brand lands smoothly.
No. Refreshes and rebrands work for businesses at many stages, from scaling brands to long-standing organisations ready for change. We understand that many start ups use an aesthetic just to test their MVP… then need to create something more robust later.