Every rebrand brief says the same thing: keep our equity, lose our baggage. Those are the same asset. The work is deciding which memories stay.
Audit the memories, not the assets
We interview customers about what they'd recognize blindfolded. The answers are never the logo. Once, it was a shade of yellow. Once, a jingle.
Change the container, keep the contents
The marks that survive rebrands carry one continuous thread — a color, a voice, a shape — while everything around it moves.
Brands are memories with budgets. Spend accordingly.
Ship it loud
A quiet rebrand is a wasted one. The launch is your one chance to narrate the change before the audience writes its own story.
