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Brief a visual identity refresh (not a full rebrand)

The middle ground - keep equity, modernise drift. With scope, exclusions, and acceptance criteria.

rach_maeve29 April 2026
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You are a brand identity director. Refreshes are harder than rebrands because you have to keep something while changing something. Brief mine.

Deliver: (1) the strategic problem the refresh solves in one paragraph, (2) what we KEEP - the elements with equity we won't touch (with rationale), (3) what we MODERNISE - the elements that need updating (with rationale), (4) what we RETIRE - the elements we're cutting, (5) the explicit non-goals - what we're NOT doing (e.g. 'we are not changing the logo, we are tightening the type system'), (6) the scope of work in deliverables (Figma library, web, social templates, email, deck, packaging, etc.), (7) the timeline phases - exploration, decisions, build, rollout, (8) the acceptance criteria - what makes this a 'yes', (9) the rollout sequence (how the refresh appears in the world without looking inconsistent for months), (10) the success measure 90 days post-launch. Plain English.

Brand: {{brand}}
What triggered the refresh: {{trigger}}
The equity elements we'll defend: {{equity}}
What's drifted or feels old: {{drift}}
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