Summary

FAQs

• How is this different from starting with a completely new brand?

  A refresh preserves what's working while modernizing what isn't. We're not erasing your existing brand equity - we're evolving it strategically. This approach maintains customer recognition while bringing fresh relevance and distinction. It's ideal when you've outgrown your current identity but don't want to confuse existing customers with complete reinvention.

• How do you decide what to keep versus what to change?

  During our discovery session, together we assess what's working (customer recognition, equity you've built, elements that still feel relevant) versus what's holding you back (dated aesthetics, unclear messaging, lack of distinction). We look at your competitive landscape to identify what signals credibility in your market. The goal is strategic evolution - changing what needs to change while preserving what gives you recognition.

• Can you completely redesign our logo or does it have to stay similar?

  It depends on your equity and goals. If your logo has strong recognition and equity, we'll refine and modernize it while maintaining its core essence. If your logo is part of what's not working, we can evolve it more significantly or create something new that still feels connected to your brand history. We'll discuss the right approach during discovery.

• Do you include website updates with this service?

  This service focuses on visual identity refresh only. Website design isn't included but can be added as a separate engagement after identity work is complete. If you need both brand refresh and website redesign, our Complete Rebranding service includes both elements integrated together.

• What if we realize during the process that we need more than a refresh?

  If it becomes clear that your challenges require deeper strategic work - new positioning, messaging framework, or complete reinvention - I'll recommend transitioning to the Strategic Visual Identity or Complete Rebranding service. I'll credit your deposit toward the upgraded engagement and we'll adjust scope accordingly.

• Will our existing marketing materials still work after the refresh?

  That depends on the extent of evolution needed. We'll discuss this during discovery. Often, a strategic refresh allows you to phase in new materials gradually rather than replacing everything immediately. I'll provide guidance on which materials need immediate updates versus which can be replaced over time as you use existing inventory.