Brand refresh.
Bring your brand up to date while keeping what people recognise. We update dated or inconsistent elements, preparing the brand for today’s business and future growth.
Tell us where things stand and what you want to achieve. We will define the scope and next step together.
What this service addresses.
As brands grow, audiences and products change, while the visual language can fall behind. Often, the task is to meet today’s needs while preserving the recognition the brand has earned.
Recognisable elements stay, dated or inconsistent decisions are updated, and the brand gains a clearer, more current system that works across digital and physical settings.
Who it is for.
- Brands with a dated identity and recognition worth preserving
- Companies preparing for a new phase, market or product family
- Brands whose visual system does not work well digitally
- Organisations unifying merged or repositioned businesses
Scope.
The work below is scoped to your needs. Deliverables and responsibilities are agreed in the proposal.
- Existing identity and touchpoint review
- Elements to retain and change
- Logo refinements where needed
- Updated colour and typography system
- Digital visual language
- Transition and usage guidelines
Process.
- 01We assess the existing system against defined criteria, identifying strengths to preserve and areas that need change.
- 02We identify the elements that carry brand recognition and deliberately preserve what does not need to change.
- 03We choose a design direction that connects existing strengths with new needs, then establish the core decisions.
- 04We develop applications around the brand refresh’s actual needs and establish the outputs required for the next decision.
- 05We plan the transition, including where old and new systems will coexist, priority changes and the order of production.
Deliverables.
Source files, access, third-party licences and ongoing support responsibilities are handed over according to the agreed scope.
- DELIVERABLERefreshed identity system
- DELIVERABLEOld-to-new usage guide
- DELIVERABLEPriority touchpoints
- DELIVERABLETransition plan
Frequently asked questions.
Does the logo have to change completely?
No. A refresh finds the right degree of change. A strong, recognised logo may need only minor technical refinements, with the main changes in colour, typography and applications.
How do you preserve recognition among our customers?
We first identify recognisable shapes, colours and character. The new system preserves these elements, while the rollout and communications are planned to maintain recognition.
How long does a brand refresh take?
Timing depends on the scope, number of decision makers and range of applications. The proposal sets out phases, feedback points and target dates, allowing realistically for approvals and content.
Can the website be redesigned in the same project?
Yes. We can plan the brand refresh and website together. We establish the identity first, then develop website content and design as its first major application.
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