Clients often arrive asking for a rebrand when what they really need is a refresh — or the other way around. The distinction is not pedantic. It changes the scope, the timeline, and the size of the cheque.
When to refresh
Your brand equity is strong but the execution feels dated. The logo still earns its keep, but the typography, colour application, or photography style has aged out from under it.
A refresh usually runs four to eight weeks and focuses on modernising the visual system while protecting the elements people already recognise you by.
When to rebrand
Fundamental shifts justify a full rebrand: a new market position, a merger, a product pivot, or a reputation that needs genuine repair rather than fresh paint.
Expect a three-to-six-month engagement spanning strategy, naming where it is warranted, identity, and a rollout plan that does not leave the business looking half-changed.
The hybrid path
Many projects land in the middle: evolve the logo mark, rebuild the system around it, and redefine voice and tone. We call this a brand evolution — less disruptive than a full rebrand, more meaningful than a refresh.
The right path depends on where you are heading, not on where you have been.