A brand is more than a logo—it’s how your audience experiences, remembers and connects with your company. As your company grows, your brand should evolve with it. So, how do you know if it’s time for a refresh or a full rebrand?
Brand refresh
You know who you are. A refresh helps you show up sharper.
A brand refresh keeps your brand essence intact while bringing new energy to how you tell your story. Maybe your logo has equity, but the wordmark needs a modern edge. Maybe your visuals feel generic or overused or your website’s due for a facelift. Whatever the case, a refresh aligns and elevates the pieces that matter—without starting from scratch.
This isn’t a reinvention. It’s thoughtful fine-tuning that honors what’s working, strengthens what’s not and keeps your brand fresh, consistent and relevant.
Why refresh?
Your brand has equity but looks dated or is limiting.
Your brand is inconsistent and needs a unifying throughline.
You’re launching a new website, sales tool or platform—and your brand needs to keep up.
Brands need maintenance too—fine-tuning every few years keeps you modern and relevant.
Example
Before
Milliman, a global leader in actuarial consulting, had a brand with strong elements—but it lacked focus and felt disconnected in places. Their logo, symbolizing their independent perspective—“a view apart”—was a storytelling asset worth keeping. So, we built the refresh around it.
After
We expanded on the logo’s 45- and 90-degree angles, creating a dynamic system of shapes and illustrations that reflect the complexity of their work. By retaining the logo and typography, evolving the color palette and reorganizing and refining the imagery style, we brought new energy to the brand—making Milliman’s story clearer, more connected and unmistakably theirs.
Rebrand
It’s not just about looking different—it’s about thinking differently.
A rebrand starts at the core, rethinking who you are, what you stand for and how you speak. It’s about redefining positioning, messaging, tone and values. Sometimes it even means a new name. Always, it means telling a clearer, more compelling story at every touchpoint—inside and out.
A rebrand isn’t just a new look—it’s a bold move forward.
Why rebrand?
Your business has changed—merger, acquisition, a new business model or new leadership with a new vision for the future.
Your audience has shifted or the company has expanded into new markets.
The market’s crowded—what once set you apart is now table stakes.
Your brand feels very outdated—or worse, carries baggage.
Your brand was never truly defined in the first place.
It’s been 6-8 years since your last refresh.
Example
Before
ghSMART helps CEOs, boards and investors build winning leadership teams. The problem? Their brand wasn’t showing just how powerful they are. As one partner put it, “Our brand feels like a plane trapped in turbulence—we’ve never truly broken through the clouds.” Their website lacked the sophistication to impress the C-suite and the appeal to attract top talent—both critical for growth. It was time for a full reimagination.
After
At the heart of the new brand: ghSMART’s unique blend of art and science in building diverse, high-performing teams. We crafted a brand story with personality and a visual identity designed to stand out. The logo? Sleek, fast and purposeful—like a supersonic jet—capturing how ghSMART propels leaders toward top-tier results with laser-focused precision. You'll see it everywhere, from their website to their social media—a brand reborn and ready to soar.
Pop quiz: Answer these…and you’ll have your answer.
How is your business evolving?
Who your company was 5-10 years ago may be very different from what it aspires to be in the future. Growth can and should impact how you present yourself to the outside world. How we dressed and showed up in our 20s is very different from how we dress and show up in our 40s.
How big of a signal should you send?
Branding is about signals. If sending a major signal to the market to create curiosity and conversation feels right based on what’s happening in the company, then go for it. If being more organic in your evolution feels right for your people and clients, then that may be the right path.
Is there brand equity worth keeping?
Don’t assume. What feels important internally may not even register with your audience. Dig deep—interviews and research reveal how you’re truly perceived and why people choose you.
How familiar is your audience with your brand?
Recognition matters. Change what needs to be changed and keep what makes you unique. Don’t be precious.
Is there historical or cultural significance?
Some elements carry weight. Be mindful of what resonates and why and for who. There are clever ways within branding to nod to the past while focusing on the future.
What are your competitors doing?
It’s important to belong, but more important to stand out while being the best version of yourself. If your brand is falling into the sea of sameness in the competitive landscape, it's time to ride a new wave.
What’s the timeline?
Are there key milestones the brand relaunch should align with? Timing and impact go hand in hand. The more time you give the process, the more impact it can have in the long-term. But don’t let it take forever…or you’ll be outdated before it launches.
What’s the budget?
We always say, budget is an input. A refresh costs less. A rebrand has a bigger price tag—and bigger potential payoff. Either way, investing the right amount ensures it’s done right.
The end…of a new beginning
“We can’t change the brand—it means repainting lobbies and replacing signage.” We hear it all the time. Sure, those updates cost money. But letting logistics hold back your brand’s full potential? That’s the bigger risk.
The reality: Not everything needs to change on day one. Rebranding or refreshing can roll out over time. What matters most is being intentional—identify the key touchpoints that signal the shift and focus on those first. Your audience should feel the change. Your team should be equipped to live it. The rest can follow.
