"Rebrands are often judged in seconds, but built over months. Here experts from Koto and How&How share how they shape, explain and protect brand work in an age of constant commentary From the outside, branding work is often judged by single elements - a logo reveal, a colour change, a before-and-after."
"As online commentary around rebrands has grown louder, it has also become more reductive, meaning agencies are increasingly having to balance explaining their thinking with knowing when not to engage at all. Here we look at the early stages in these types of projects, how ideas are communicated to both clients and audiences, and examine how creatives can stay focused on purpose when working in an industry where everyone has an opinion."
Rebranding outcomes are frequently reduced to single visual elements such as a logo reveal, colour change or before-and-after despite months or years of development involving conversations, alignment, visualisation and refinement. Online commentary around rebrands has grown louder and more reductive, forcing agencies to balance explaining strategic thinking with knowing when not to engage. Early project stages require clear communication of ideas to clients and audiences and ongoing protection of brand work. Creatives must stay focused on purpose while navigating constant public opinion and commentary.
Read at Creative Review
Unable to calculate read time
Collection
[
|
...
]