Essays
The case for the quiet rebrand
Most rebrands announce themselves. The best ones don't. Notes from a year of working on identities that no one is supposed to notice.
There is a particular kind of brand work that journalists never write about. It doesn’t trend on the design feeds. It doesn’t get a case study video with a slow zoom on a wordmark. It just quietly improves the day of every person who interacts with the company, in ways they can’t articulate. We have done four of these in the last twelve months and we’d like to do four more.
Next entry