Is it time for a brand refresh? Why the most successful rebrands start with strategy

In my years of working with architecture and design practices on rebranding and repositioning projects, I’ve seen the same scenario unfold time and again: studios eager to dive straight into the visual aspects of the rebrand, but without first establishing a strategic foundation.

Often, these practices want to treat the rebrand like one of their design projects—focused on aesthetic decisions and controlled through familiar processes—only to find that this approach stalls progress and overcomplicates the outcome.

Rebranding is not like an architecture or design project where a strong visual concept or design execution is enough to carry the work. Without a clear, shared understanding of the new brand’s strategic direction, it’s easy for the team to become preoccupied with visual details, expecting these to define the brand’s message and market impact.

But in reality, strategic alignment should be the highest priority. It’s the strategic foundation that brings cohesion, purpose, and focus to the entire rebranding effort, making tactical decisions easy to implement further down the line.

Here’s what I often see: a practice decides it’s time for a rebrand, and they jump headfirst into the design phase. Maybe they even draw up a logo themselves for the first meeting. The team is eager to see new visuals and website mockups, hoping that these will define the brand’s new direction. However, because the brand’s core messaging and positioning haven’t been fully established, feedback quickly diverges. Team members begin weighing in with personal aesthetic preferences rather than a cohesive brand vision. As feedback piles up, what should have been a creative exploration turns into a struggle of conflicting ideas. A single project champion, who’s usually an internal team member acting as a “messenger,” is left trying to balance it all.

To avoid these pitfalls, let’s break down the essential steps that can set your studio up for a smoother, more effective rebrand.

1. Start with Strategy + Brand Messaging

The best rebrands start with strong foundations. This is the phase where we define what makes your brand unique and what your practice stands for—who you serve, what value you bring, and why clients should choose you. When teams take the time to reach a consensus on this foundation, every subsequent step in the rebrand feels aligned and purposeful, with each decision strengthening the overall impact.

2. Appoint a Project Champion

Designating a single project leader who understands the brand’s core purpose and can make strategic decisions on behalf of the practice is crucial. This person must be empowered to guide the process, balancing input from the team and communicating the shared vision clearly. Without this leadership, it’s all too easy for projects to become mired in indecision, with each new voice creating additional roadblocks.

3. Trust the Experts

It can be tempting for architecture and design studios to approach the rebrand with a high level of control, similar to their own projects. However, rebranding is a specialised field, and choosing an experienced team brings fresh insights that can elevate your brand. Relying on their expertise allows your team to benefit from a tried-and-true process, ultimately leading to results that are far more cohesive, compelling, and aligned with your goals.

4. Follow a Structured, Phased Approach

Instead of diving straight into design, a phased approach ensures that each stage builds on a solid foundation. Starting with strategy, then moving into creative concepts and tactical implementations, allows the brand’s message and direction to inform all visual and functional elements. This structured process sets the stage for a rebrand that feels authentic and aligned from the ground up.

Remember: your brand is more than a set of visuals—it’s a reflection of your values, aspirations, and identity as a practice. With clear alignment, empowered leadership, and a structured, strategic approach, you can create a rebrand that feels cohesive, genuine, and true to who you are. By starting with strategy and letting the visuals follow, we ensure the outcome is not just beautiful, but deeply meaningful to your clients and impactful in your market.

👉 Need a little help with your brand strategy? Let’s have a no-obligations chat.