Brand refresh brief
Plan a thoughtful brand refresh that fixes current problems without losing the recognition and trust the brand has already earned.
Branding and identity · 45 min · Standard · 26 questions
Reasons for the refresh
What problem should the refresh solve?
Why does this problem need attention now?
What evidence shows that the problem is real?
How will we know the refresh worked?
What should stay
Which recognizable brand elements must survive?
Which elements can change without losing trust?
What do customers recognize most easily today?
Which parts of the brand matter most to the team?
Degree of change
How much should the brand change?
What evidence supports that degree of change?
What should feel different after the refresh?
What is outside the scope of this refresh?
Audience and risk
Who could be confused by the refresh?
Which accessibility needs must the refresh support?
Could the refresh make the brand harder to distinguish?
Which legal agreements limit what can change?
Testing
How will we test the refresh before choosing a direction?
How will we check that people still recognize the brand?
Where must we test legibility?
Which brands could the refreshed identity be confused with?
Rollout
Which touchpoints should be updated first?
How long can old and new brand assets coexist?
Who will replace old brand assets?
Who needs help learning the refreshed system?
Who owns adoption after the refresh?
When will we check that the refresh has been adopted?
How to use this brief
Use this brief as a bank of questions for the conversation. Choose what is relevant, mark covered questions as you go, and skip anything that has already been answered.
Use this brief when...
Use when you need to plan a thoughtful brand refresh that fixes current problems without losing the recognition and trust the brand has already earned.
Best used as: Live call · Async intake
- Category
- Branding and identity
- Discussion time
- 45 minutes
- Depth
- Standard
- Last updated
- Jul 21, 2026
- Scope
- Design briefs
- Best used as
- Live callAsync intake
- Design roles
- Brand designer
- Audience
- Marketing teamsDesign leadsDesign agenciesFounders and operators
- Platforms
- Brand systemDigitalPrint
- Company type
- B2BB2CAgency
- Product stage
- LaunchGrowthMature product
- Tags
- branding-and-identitybrand-refreshdelivery-and-operationsbrand-evolutionidentity-migration