Selected work
Companies that outgrew their first brand.
Ripe for a rebrand?
Tick what's true. The berry tells you.
The six reasons companies actually rebrand. Tick the ones that are true for you. It isn't the number of ticks that matters, it's which ones.
Six reasons
Tick what's true.
Each one tells you something different. More ticks don't mean you need a rebrand; the right one does.
Ownership changed
The new company needs one brand.
After a merger, an acquisition or a spin-off, people can't tell what the company is any more. Decide what survives from each side, then build one brand around it. In a study of 166 corporate rebrands, over half followed exactly this.
Strategy changed
Your brand describes a company you no longer are.
When the offer moves, the positioning has to move first. Rewrite who it's for and what you promise, then decide whether the identity can carry it or has to go.
New market
Make sure the brand travels before you do.
Names, colours and claims don't always cross borders. Sometimes a local version is enough; sometimes the brand has to be rebuilt to work everywhere, like Downtown Group's entry into Oman.
New audience
The brand is still talking to your old customers.
Bigger buyers judge you by a brand made for your first customers. Moving upmarket changes what the brand has to prove, so the rebrand starts from positioning, not the logo.
Lost in the category
Nobody can tell you apart.
When buyers can't separate you from the next option, they choose on price or on who looks more established. A rebrand gives you a position only you can hold, and an identity that shows it.
Outdated image
The brand is older than the business.
If only the look has aged, a refresh may be enough. If people tie the brand to something you've left behind, it's a rebrand. Image problems drove about one in six of the rebrands in the same study.
- Ownership changed: The new company needs one brand.
- Strategy changed: Your brand describes a company you no longer are.
- New market: Make sure the brand travels before you do.
- New audience: The brand is still talking to your old customers.
- Lost in the category: Nobody can tell you apart.
- Outdated image: The brand is older than the business.
How it runs
From the old brand to the new one in under four weeks.
Week 1: Audit and strategy
- Brand audit
- Keep and change list
- Positioning
- Messaging and one-liner
- Creative brief
Week 2: Identity
- Three identity directions
- Logo suite
- Typefaces
- Colour palette
- Real-world tests
Week 3: System and website
- Brand guidelines
- Asset library
- Rebuilt templates
- Website design
- Website build
Week 4: Switchover
- Rollout plan
- The live site
- Redirects from the old site
- Handover walkthrough
- Source files and full rights
Pricing
One fixed price, agreed on the first call. The whole brand, live in under four weeks, and we stay on after launch.
The fee
Priced to your scope. You get one fixed price for the rebrand on the first call, before anything starts.
Add-ons
We shape the scope around your case. Anything extra is a small add-on, priced before we start.
What's included
Positioning & messaging, written down
Who it's for, what you say and how you're different. The page everything else is built from.
Logo, type & colour system
The logo suite, typefaces and palette, with the rules behind them. A full system, not a mark.
Website, designed & live
Your marketing site on your domain, built no-code or in code. Not handed over as a file.
Content templates & imagery
Social and launch templates, plus the photography and illustration direction behind them.
The brand in motion
How the brand moves everywhere it shows up: the logo animation, transitions, interface motion and the rules that keep it consistent.
Tools we use
- Figma, for design
- Adobe Creative Cloud, for image, video and print
- Framer, for websites
- Claude, for research
- ChatGPT, for research
- Midjourney, for concepts
- Blender, for 3d
- Slack, for client chat
- Notion, for handoff
- Loom, for walkthroughs
Recent rebrands
Before was a generated logo. After is a system.
Proof
What the rebrands did, in numbers.
- $3M+Raised by startupsFounders who raised after we built their brand.
Read the case 10 daysFrom an AI-generated logo to a full brandAvalanche Tech came to us with a logo made by an AI generator. Ten days later it had a strategy, an identity for its three divisions and a landing page.
Read the case 6 monthsFrom founder to business brandeStudy's brand, research and content, so the brand no longer rests on one person.
FAQ
Questions about rebranding
When should a company rebrand?
When the brand stopped matching the business: you moved upmarket, changed what you sell, raised, or keep losing deals to better-presented competitors. If the business hasn't changed, a refresh may be enough, and we'll say so on the call.
Rebrand or refresh: what's the difference?
A refresh keeps the core of the identity and fixes how it's used. A rebrand replaces the identity and often the positioning. Week one decides which one you need. The full guide: rebrand or refresh.
Can you rebrand without losing what we've built?
Yes. Week one lists what carries over and what's retired, and week four switches everything over in order, with the old links redirected.
What about our sub-brands?
A sub-brand with its own name is a second brand. We design them as one family, like Avalanche Tech's three divisions, so each one can also stand alone.
How much does a rebrand cost?
Our minimum commitment starts at $4,000 USD. The exact price depends on the scope, and you get it on the first call, before anything starts. Strategy, identity, website and the switchover are all in it. Anything outside the brand is a small add-on, quoted before it's done. How that compares: how much branding costs.
How long does a rebrand take?
Under four weeks from kickoff to launch. Avalanche Tech's rebrand and landing page took 10 days. Timelines compared: how long branding takes.
Who owns the new brand?
You do. Source files and full rights transfer once the final payment is made. Guidelines are written for your next designer, developer or agency.
Can you work to a launch or a raise?
That's the normal case. Bring the date to the first call and we'll tell you whether it's realistic before you commit.
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