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    • Ready, Set, Rebrand

    September 9, 2025 | #CreativeAgency #Rebranding 

    What does the creative process of a rebrand look like from concept to completion?

    We asked Creative Director, Garrick Middleton and Senior Creative & Digital Designer, Jordan Ikin just that. With the Tolley Health Economics rebrand under their belt and further projects in progress, what better time to get an insight from the experts.

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    How did the client’s vision influence the direction you took the design in?

    Garrick: After our initial face-to-face meeting with the client, it was immediately clear what they valued most as a company, and their desire for it to shine through in this new brand identity.

    Jordan: Through workshops we identified that their desire to convey trust and strong relationships within the team and between clients had to be communicated better; not just visually, but also in the language used throughout their brand.

    Garrick: Once this was well established, the design process was far easier to navigate, as they had a new identity that we could then communicate visually.

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    What creative challenges did you face during the rebrand process?

    Jordan: One of the most difficult parts was balancing the desire for a fresh, modern look with the need to retain recognisable elements of the old brand. We didn’t want to alienate existing clients, but we also didn’t want to play it too safe.

    Garrick: Having gone through our own rebrand we understand how passionate people get about their own ideas. It’s our job to help steer clients in a clear direction with honest conversations for the good of the brand.

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    What part of the process did you enjoy the most?

    Jordan: Definitely the workshops early on. Seeing the client team get excited about the potential of their brand evolving was a real highlight – it felt like we were discovering the direction together.

    Garrick: And taking that shared vision and bringing it to life visually was hugely rewarding. There’s a moment where the abstract ideas start to take form – and when the client says, “Yes, this is us” – that’s a pretty great feeling.

    How do you define a successful rebrand?

    Garrick: A successful rebrand goes beyond a new logo or colour palette. It’s when the people at the heart of the business feel proud of how their company is represented – and when their audience understands them more clearly.

    Jordan: Agreed. If it empowers the internal team and resonates with the people they’re trying to reach, that’s success. It should feel both aspirational and authentic – like a step forward that still feels true to who they are.

    What advice would you give to someone who is thinking of rebranding their company?

    Garrick: Don’t be afraid to embrace change, there are still many ways in which you can maintain your core principles through a different visual language.

    Jordan: Also don’t be afraid to overload us with information! We want to know as much as possible about you, your company, and the motivation/principles behind it all.

    Click here to read our Tolley Health Economics case study, or to find out more about LOVELIVE and the creative design services we offer contact studio@loveliveagency.com.

    This content was provided by LOVELIVE

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