Big Ideas,
Real Impact.
Case studies, behind-the-scenes, and the creative process behind our work with brands across Canada.
How to Roll Out a New Brand Across Your Company Without Chaos
A brand rollout plan sequences a rebrand in phases: align staff internally first, change customer-facing assets together, announce externally in waves, then run a transition period. Sequencing the launch this way is what keeps the change reading as growth rather than confusion.
Rebranding a Professional-Services Firm: What to Know First
Rebranding a professional services firm starts with strategy, not design. Because the brand carries trust and referral relationships built over years, partners should first protect referral sources, align on direction together, choose credibility over flash, and stage the client transition before any visual work begins.
Do You Need a Brand Strategy Before a New Website?
Yes, you need a brand strategy before a website. The site is an output of your positioning, so building before you settle who you serve, what you promise, and how you differ produces a site you rebuild within a year.
How to Rebrand Without Losing Brand Equity or Search Rankings
You can rebrand without losing rankings if you carry your equity forward on purpose: map a complete 301 redirect from every valuable old URL to its closest new match before launch, keep and forward the old domain, and phase the name change with a formerly OldName signal so customers and search engines connect the old and new brand. Rankings drop from careless execution, not from rebranding itself.
How Long Does a Rebrand Take, From Kickoff to Launch?
A rebrand timeline depends on scope: a focused visual refresh typically takes 6 to 10 weeks, while a full strategic rebrand covering positioning, naming, and identity typically runs 3 to 6 months. Decision speed, not design work, is the biggest variable.
The Company Rebranding Process, Step by Step
The rebranding process runs in five sequential phases: discovery and positioning, brand strategy, identity design and system build, rollout, and measurement. Each phase settles a decision the next one depends on, which is why running them in order matters.
Why Corporate Rebrands Fail (and How to De-Risk Yours)
Rebranding fails when a strategic problem is treated as a visual one. The four common causes are weak positioning, no internal alignment, destroyed brand equity, and no defined measure of success, and each one can be settled before any design work begins.
Are Rebranding Costs Tax-Deductible or Capitalized in Canada?
In Canada, rebranding costs are not treated uniformly for tax. Routine marketing and advertising is usually a deductible current expense, while creating a new brand asset such as a logo, name, or identity system is generally capitalized, often in the Class 14.1 pool written down at 5% per year. Confirm your specific case with your accountant.
5 Signs It's Time to Rebrand (Not Just Refresh)
You should rebrand rather than refresh when the foundation has changed: your audience has shifted, you have outgrown your positioning, you have been through a pivot or merger, your brand attracts the wrong clients, or competitors have leapfrogged you on substance. A refresh only updates the surface, while a rebrand rebuilds the strategy underneath.
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