Your rebrand isn't going to fix your pipeline.

I've sat in the kickoff call where a founder says it out loud: "Our brand doesn't match the product anymore, and I think that's why deals are stalling."

Sometimes it's true. Most of the time, the brand is the one thing they can control when the harder stuff feels stuck.

Here's the test I run before I'll take the project:

If your sales team started saying a sharper version of your positioning tomorrow, would deals move? If yes, you don't need a rebrand. You need a messaging fix and a website that actually reflects it.

A real rebrand is for companies at an inflection point: new category, new buyer, new stage, new product surface area. Not companies with a slow quarter.

The reason most rebrands don't move the needle is that they were never the bottleneck. The brand got blamed for a positioning problem, and six months later the logo is prettier and the pipeline looks the same.

Strategy before aesthetics. Always. Even if it means telling a client they don't need what they came to buy.

I've turned down more "rebrands" in the last 12 months than I've taken. It's the most counterintuitively good thing I do for my pipeline.

Not everyone is willing to turn down work for the greater good of the project as a whole. Love your commitment to integrity 🙌

As part of a creative brief, I developed the branding and menu design for BGL 🥯, a modern bagel bar concept where customers can build their own combinations from a wide range of ingredients. The goal was to create a visual identity that felt flexible, approachable and playful, reflecting the customizable nature of the experience. To support this, I designed an illustrated bagel mascot, experimenting with a more expressive and unconventional style compared to my usual work. This project was a great opportunity to explore a lighter, more character-driven direction while maintaining a clear and cohesive design system.

This looks clean and well thought out. How long did it take you to bring everything together?