The business has changed significantly but the brand still tells the old story.
You've outgrown the old brand
Keep the equity. Change what is holding the business back.
A rebrand should not erase the recognition you have already earned. It should make the business you are now easier to understand, more relevant to the audience you want next and more useful across everything marketing has to produce.
Recognise any of these?
Different teams have stretched the identity until it no longer feels consistent.
The current brand has recognition worth keeping, but it no longer helps you compete or grow.
How we’d approach it
Solve this problem. Not every problem.
01
Audit before replacing
Separate genuine brand equity from the parts that are simply familiar because they have been there a long time.
02
Reposition the business clearly
Bring proposition, audience, message and competitive difference up to date before changing the visual expression.
03
Evolve the identity with purpose
Typography, colour, imagery, tone and digital behaviour change where they need to, while useful recognition is retained.
Relevant work & case studies
Similar challenge. Different client.
Still thinking it through?
A little more useful thinking.
These are not generic blog posts. They are selected because they add useful context to the challenge you chose.
More around this challenge
More proof, without sending you back to the start.
These are additional Work and Case Studies selected around you've outgrown the old brand.
Questions we get asked
Straight answers before the first call.
If the useful answer is “it depends”, we’ll explain what it depends on.
How do you decide what to keep and what to change?
We audit before replacing anything, working out what has recognition worth keeping and what is holding the business back, then evolve the identity with purpose.
Does outgrowing the brand mean a full rebrand?
Not always. Depending on what the audit finds, it can be a full rebrand or a more focused evolution that keeps the equity that still works.
What if the business has changed more than the brand has?
Then repositioning comes first. We make clear what the business does and who it is for now, so the identity tells the current story rather than the old one.