Rebrand but reframe

In the paradigm shift we find ourselves in, marked by the global crisis, brands are transforming to adapt to the new rules of the game; redesigns are the order of the day and are shaping companies’ futures. Raising the tone of voice to take a position based on purpose will be essential.

Changing for the sake of change is no longer enough; it is essential to take steps towards business ethics, the planet’s sustainability, diversity… Social media has given a voice to consumers who demand better brands for the world and want real proof that this is so.

It is not a question of size but of meaning: “small but meaningful” becomes a new mantra that large corporations and smaller companies alike are signing up to, and the market welcomes it with open arms.

Sectors such as food, renewable energy, new mobility, culture and entertainment, fashion and beauty are reinventing themselves, and brands are becoming new doors through which to look for new meanings. The narrative must tie everything together (the symbol, the colour, on-off, the product, the voice, the story, UX, roadmaps…) coherently and consistently, to be stronger than ever and move firmly towards a future that looks increasingly dystopian.

Redesign, yes, but by rethinking the whys.