Refresh the brand, keep the love.
A refresh should keep what people love.
Not every brand needs a revolution. Many of our projects are refreshes: identities with years of goodwill that simply need to work better on today's screens.
We begin by mapping what customers already recognise, whether that's a colour, a shape or a phrase, and treat those assets as untouchable unless there's a strong reason to change them.
Our regulars noticed the new look and still felt at home. That was the brief.
The best refreshes are the ones customers barely notice. Everything feels sharper and more consistent, yet nobody wonders whether they're looking at the same company.
Audit before you redesign.
Practical improvements come first: legibility at small sizes, accessible colour contrast, and a type system that works across web, print and product.
We finish with guidelines written for the people who'll use them every day, so the brand stays better long after the launch.
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