Before we propose a single change to a brand, we audit the one that exists. Skipping this step is how rebrands fix the wrong thing.

The audit covers the visible: logo, colour, type, messaging and how they hold up across the places customers actually meet the brand. It also covers the invisible: what the brand is known for, where it has permission to go, and what it would lose by changing.

Half of it is not a design exercise at all. It is interviews, search data and a hard look at what customers say when the brand is not in the room.

Only then do we know whether you need a rebrand, a refresh, or just the discipline to use what you already have.