Rebranding

Gold CityWealth Brand & Marketing Awards
Gold Transform Awards
Silver DBA Design Effectiveness Awards

A rebrand is a big investment, and the only question your board actually cares about is whether it pays. It can. Kennedys came to us as a specialist law firm with ambitions well beyond their core insurance market. Turnover has since grown by 970%, and the firm now works from 47 offices around the world. Their own description of the decision to rebrand was that “our brand is not some fluffy thing, it’s a hard-edged business decision about the kind of firm we want to be.”

Most organisations say and do the same things. Every law firm is commercial, every engineer is collaborative, every museum is for everyone. You’ll know a rebrand worked when a client can say why they chose you, in their own words, to someone else, when you are not in the room. We have been building brands for senior leaders for over twenty years, and the proof is not just our awards, it’s that many clients keep coming back to us when they move to somewhere new.

What makes a rebrand succeed

Most rebrands fail not because the creative work is poor, but because the strategy was wrong from the start. Organisations either play it too safe, ending up with something polished but indistinct, or go too radical and lose the trust of stakeholders in the process.

Our approach starts with your culture and the way you actually do business. We conduct in-depth interviews with leaders, clients and staff to find what makes your organisation genuinely different, not just what you want to say about yourselves, but what the people who work with you already know to be true. That becomes the foundation for everything: brand strategy, identity, language, digital presence and internal communications.

Done right, rebranding pays for itself.

What we do

Brand strategy and positioning
Finding the genuine difference that sets your organisation apart and building a case for it that every stakeholder can believe in.

Brand identity
Logo, typography, colour and the full visual system, built to work across digital, print, signage and everything in between.

Brand naming
For new organisations, mergers, sub-brands and service lines.

Tone of voice
How your organisation speaks, from website copy to client communications to internal messages.

Websites
Website strategy, design and build, built around your brand and your business development goals.

Our work has increased turnover, changed perceptions, attracted new clients and talent, and given organisations the confidence to go after bigger opportunities. Here is the evidence.

Hunters
A masterclass in rebranding.” | +33% growth | Website enquiries +224%

Founded in 1715 and based in Lincoln’s Inn for over 300 years. Our brief: make Hunters modern and relevant to a new generation of high net worth individuals, without losing the stature that comes with three centuries of practice.

Kennedys
‘Our brand is not some fluffy thing. It’s a hard-edged business decision.’ +970% turnover growth. Now in 47 offices worldwide.

A specialist insurance firm with ambitions that went far beyond insurance. Our brief: give Kennedys a brand bold enough to open new markets, attract new talent, and take the firm global.

The Story Museum

‘A bold and exciting new identity.’ | Visitors up 329% | Ticket income up 241% | Income up from £350,000 to over £1m| Silver DBA Design Effectiveness Awards 2026

Our brief: give The Story Museum a brand as bold and joyful as the stories it celebrates. They hit every target set for the launch.

“Our brand and our position in the market has been hugely enhanced. It’s taken us to the next tier.” | Turnover up 81% in five years

A multi-disciplinary construction consultancy with a strong track record and a brand that didn’t reflect it. Our brief: build a rebrand around what the McBains Code, the guiding principles linking past, present and future, actually meant for the business day to day.

Rank Prize

“Absolutely transformational.” | Grant applications up tenfold

One of the world’s most significant scientific prizes, virtually unknown outside the scientific community. Our brief: give Rank Prize a brand and a voice that reflected its global standing and helped it reach the people it needed to reach. Transform Awards winner.

Frequently asked questions

What is the difference between a rebrand and a brand refresh?

A rebrand involves rethinking your strategic positioning and creating a new identity from the ground up. A brand refresh updates existing visual elements, colours, typography, digital presence, without changing the underlying brand strategy. We recommend starting with a brand audit to understand which approach is right for your organisation.

How long does a rebrand take?

A full rebrand from strategy through to launch typically takes six to nine months. Faster programmes are possible for organisations with clear timelines, a merger announcement, a significant anniversary or a new leadership appointment, for example.

How do we know if we need a rebrand?

If your brand no longer reflects what you do, attracts the wrong clients, or fails to differentiate you from your competitors, it is probably time to act. The most common triggers are a change of leadership, a merger or acquisition, a shift in market position, or a sustained loss of confidence in the brand internally.

What results can we expect from a rebrand?

The organisations we have rebranded have seen measurable improvements in growth, talent attraction, client perception and internal confidence. Hunters grew by 33% and saw website enquiries increase by 224%. Kennedys grew turnover by 970% and now operates in 47 offices worldwide. Results depend on the organisation, the market and the ambition, but a well-executed rebrand consistently pays for itself.

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