Why should I consider a rebrand?

Most companies rebrand when their current brand no longer reflects the quality, positioning, or ambition of their business. Whether it’s holding back growth, misrepresenting your offering or failing to compete visually in the market - a rebrand helps realign how your business is perceived by current, but more importantly, future customers and employees.

Will we lose brand recognition or equity by rebranding?

The reason businesses come to us is because something isn’t working with their current brand. While change is needed, we’re careful to identify and retain the brand elements that hold equity and recognition - ensuring continuity where it matters, while aligning the brand to your strategy, audience and market opportunity. We also work with you to develop a clear communications plan to ensure your current customers are fully informed of the changes well ahead of time.

Can a rebrand impact our internal culture?

Absolutely. One of the most powerful but often unexpected outcomes of a rebrand is how it can re-energise and unify your team. It creates clarity around who you are, what you stand for and where you’re going - often reigniting pride and a shared sense of purpose across the business.

How do you manage stakeholders during a rebrand?

We take a collaborative approach. Involving key decision makers and stakeholders during briefing and discovery sessions ensures alignment and collective buy-in from the beginning. Then by including them at every major milestone - strategy, creative development and rollout - we build shared ownership of the outcome and avoid surprises along the way.

Does everything have to change all at once?

No. Updating every brand asset at once isn't usually realistic or necessary. We focus first on high-impact items like your website, socials, advertising, signage and uniforms for day one, then guide you through a staged rollout. Lower priority items can transition over time, helping to manage cost and complexity.

Rebranding & Repositioning

We are rebranding specialists. Through the power of a rebrand we can help you unlock the growth potential in your business.

Get in touch today

Rebranding Case Studies

Baya

B2B & D2C Products

We helped leading textile company Furtex reposition itself in New Zealand and enter the Australian market during this large rebranding project.

Mulberi was Furtex’s well-loved flagship brand, but over time it had lost clarity on its target audience and as a result, the product offering. In order to achieve their expansion plans and appeal to a more discerning customer, a full rebrand was required.

The Furtex team set about redefining the product range and reducing the retailer footprint. Meanwhile we focussed on defining the customer and crafting an elevated brand identity system. With trademark issues identified in major export markets, an entirely new name was also needed.

The name we created was Baya which was inspired from the incredible nests woven by the Baya Weaver bird. To us this was the perfect embodiment of the brand’s focus on distinctive design, natural fibres and handmade quality.

Since launching into Australia and NZ, Baya has scaled considerably and has significant momentum behind it, especially amongst professional stylists, including a flagship showroom in Melbourne. It’s something we’re really proud to have helped enable.

Sprout

B2B Services

This was a really successful brand evolution for people experts, Sprout. It provided immediate ROI to the business thanks to the new positioning and identity system.

Sprout are an innovative studio that help deep tech, SaaS and advanced manufacturing businesses scale through people, culture and leadership. However their brand was dated and didn’t reflect who they were or the value they bring their clients. Money was being left on the table because they weren't connecting with the clients they wanted to work with.

By understanding their customers and the problems Sprout solve for them, we created new messaging and visually overhauled the brand along with a new website. This has helped Sprout accelerate their own growth by making them more appealing to their target clients who are now proactively contacting them.

"Our old brand didn’t reflect who we were as a business and as a result we couldn’t attract the calibre of leads we wanted. Our new brand, messaging and website has allowed us to achieve our growth targets. We now have the type of clients we want to work with, approaching us proactively, which is something we never had before."- Brien Keegan, Sprout Founder & MD

Pioneer Group

B2B Products & Services

This extensive rebrand has had a significant impact on the business with 400% more direct sales via their website and a 70% increase in total year-over-year sales since the launch of their evolved brand.

The Pioneer Group has changed significantly since it began in 1964 - from its early years as an engineering workshop specialising in farm equipment to its current status as New Zealand’s leading manufacturer and supplier of waste and recycling machinery.

While the business was occupying a market-leading position, the brand had been left behind and was increasingly becoming an obstacle to achieving the company’s growth ambitions. We were asked to rectify this.

We began by repositioning the brand from being product focused, to a more purpose-led brand anchored around their solutions that help customers better minimise and recycle their waste.

Strategically we formed the idea that while being a pioneer once meant making your mark on the world, progress today is about what you don't leave behind. We wrote the new brand story and key messaging to reflect this positioning, designed a refreshed identity system, developed a new website and produced a suite of new collateral spanning online and offline applications.

"Our new brand and website has had a remarkable impact on our business. We have experienced a 70% rise in total sales year-over-year and more than a 400% increase in direct sales through our website plus a 50% boost in enquiries for our large machines, which are typically handled on an enquiry-only basis." - Surajit Mahanty, Pioneer Head of Sales & Marketing

Able

For-Purpose B2B Services

Able create captions and audio description for broadcasters so more than a million New Zealanders in the blind and hard-of-hearing communities can connect with the media around them. This rebrand helped them make a greater impact.

While they had a strong mission, they had an under-recognised brand that lacked clarity and emotive connection. This was becoming a growing concern with multinational competitors on the horizon easily able to compete on the same functional pillars as Able. So we undertook a full rebrand to help resolve this.

We elevated their brand from a functional one, to one that connected emotively to what they do and the impact they make including a fully accessible website meeting WCAG 2.2 AA global accessibility standards. Along with a full set of new collateral, social templates, office graphics and wayfinding.

It has been really rewarding to see the impact this work has had, in particular assisting Able to onboard Three/Time Warner Discovery to their services.

"Our goals were to connect more deeply to our purpose and prioritise accessibility with our rebrand. The end result is stunning. Our new brand and website truly reflect our mission and values. Not only visually appealing but also highly inclusive, making it very easy for all of our customers to engage with us." - Sophie Jones, Able Communications & Marketing Manager

Let's chat

Why Rebrand?

Most of the businesses we work with choose to rebrand because their identity no longer reflects the quality of what they offer. While their product or service is market-leading, their brand has been left behind and is misrepresenting the company. This is limiting new opportunities and tainting first impressions with potential clients. Other drivers include being out-branded by competitors, a shift in strategy, changes in product focus or new ownership.

Sound familiar? Talk to us today.

A Full Service Solution

We offer a wraparound rebranding service from strategy and design through to the rollout of your new brand. This starts by identifying with you what to retain and what to evolve, ensuring relevant brand equity is preserved while also enabling a full realignment of your brand. Then we design a new identity system and apply it across the key aspects of your business such as website, socials, advertising, signage and more.

Our Rebranding Services

Customer Insights
Internal Insights
Brand Auditing
Brand Strategy
Brand Story & Key Messaging
Brand Naming
Brand Identity Design
Brand Guidelines
Website Design & Development
Advertising & Social
Building & Vehicle Signage
Uniform & Merchandise Design
Collateral Design
Photography & Video

Whether you're a well established business with a mature brand, or a pivoting scale-up, we can help.

Let's chat about your rebrand

FAQs About Rebranding

Why should I consider a rebrand?

Most companies rebrand when their current brand no longer reflects the quality, positioning, or ambition of their business. Whether it’s holding back growth, misrepresenting your offering or failing to compete visually in the market - a rebrand helps realign how your business is perceived by current, but more importantly, future customers and employees.
Will we lose brand recognition or equity by rebranding?

The reason businesses come to us is because something isn’t working with their current brand. While change is needed, we’re careful to identify and retain the brand elements that hold equity and recognition - ensuring continuity where it matters, while aligning the brand to your strategy, audience and market opportunity. We also work with you to develop a clear communications plan to ensure your current customers are fully informed of the changes well ahead of time.
Can a rebrand impact our internal culture?

Absolutely. One of the most powerful but often unexpected outcomes of a rebrand is how it can re-energise and unify your team. It creates clarity around who you are, what you stand for and where you’re going - often reigniting pride and a shared sense of purpose across the business.
How do you manage stakeholders during a rebrand?

We take a collaborative approach. Involving key decision makers and stakeholders during briefing and discovery sessions ensures alignment and collective buy-in from the beginning. Then by including them at every major milestone - strategy, creative development and rollout - we build shared ownership of the outcome and avoid surprises along the way.
Does everything have to change all at once?

No. Updating every brand asset at once isn't usually realistic or necessary. We focus first on high-impact items like your website, socials, advertising, signage and uniforms for day one, then guide you through a staged rollout. Lower priority items can transition over time, helping to manage cost and complexity.

In our client's words

“Our new brand and website has had a remarkable impact on our business. We have experienced a 70% rise in total sales year-over-year and more than a 400% increase in direct sales through our website plus a 50% boost in enquiries for our large machines, which are typically handled on an enquiry-only basis.” Surajit Mahanty, Pioneer Group Head of Sales and Marketing

“Our old brand didn’t reflect who we were as a business and as a result we couldn’t attract the calibre of leads we wanted. Our new brand, messaging and website has allowed us to achieve our growth targets. We now have the type of clients we want to work with, approaching us proactively, which is something we never had before.” Brien Keegan, Sprout Founder & Managing Director

“Our goals were to connect more deeply to our purpose and prioritise accessibility with our rebrand. The end result is stunning. Our new brand and website truly reflect our mission and values. Not only visually appealing but also highly inclusive, making it very easy for all of our customers to engage with us.” Sophie Jones, Able Communications & Marketing Manager