Rebranding can be used to reposition a company or simply to replace older, outdated branding.
We help brands through this process, including implementing the rollout of the new branding across all marketing collateral.
Refreshing a brand is more about bringing your branding up-to-date to better reflect your position now and for the foreseeable future.
A brand refresh retains a lot of elements of the existing brand but updates them in a sympathetic manner so there is a recognition of the history that’s taken through into the refreshed creative and strategy.
A brand refresh may include work on the logo, or it may be just an update to the corporate identity.
Examples of our brand refresh work would be projects like:
All these branding touch points would be sympathetically and carefully redesigned to reflect the new logo and associated elements.
Rebranding can be a complete change of everything, and these are often larger and more significant projects.
When rebranding, you might be:
Most companies we work with have their own unique requirements for a rebrand, and not all go as far as changing the company name.
Most rebranding projects include work on the logo as well as the corporate identity.
Whatever direction is right for you, we can help with every aspect of the project.
If your logo is perfect and all your content is spot on, you might just want to give all your marketing and comms materials a fresh new look.
This type of project leaves the logo and content as it is and focuses on the creative application of your corporate identity and other materials.
Mainly creative projects, they’re great fun to work on and can reinvigorate your communications and internal stakeholder passion for your brand.
Equity in any brand needs to be preserved (unless you are trying to completely distance yourselves from your old brand).
Some companies rebrand as a result of internal or external changes that need to be addressed at the top level.
Others want to consolidate what may have become a disjointed corporate identity design into a new logo and a new set of brand guidelines.
Whether the reason is strategic or aesthetic, getting it right is crucial.
We don’t shy away from asking hard questions at Toast: it’s important that a rebrand or brand refresh is started for the right reasons.
These questions result in the right brief and commitment from all the stakeholders.
Firstly we will discuss your plans and objectives for the project.
These can be as simple as updating the creative and design or more complex, such as completely repositioning your brand.
Secondly, we’ll write the brief, or feedback on your supplied brief. This will result in the final approved brief for the project.
For smaller projects, 1-2 designers here at Toast will work with you on the project. Larger rebranding projects can involve the entire team.
If you are looking for a creative refresh, we may just work directly with your internal stakeholders, if it’s a larger piece of work, external market research may be required.
Our approach is based on the objectives, the brief and the budget, so it’s tailored to each client’s specific needs.
We work with large and small businesses so have a sensible approach to budgets: we assign the appropriate amount of internal resources and match the deliverables to the time available.