Branding is a Business Decision

What Architecture Firm Leaders Need to Know Before a Rebrand

Your brand is much more than a logo. It's how clients and team members current and future understand who you are.

In our recent webinar, we explored how to evaluate branding as a business decision — not just a marketing tactic. Participants learned to see the signs (and convince others!) a firm may have outgrown its brand, the difference between a brand refresh and a full rebrand, and how a strong brand supports recruiting, business development, and internal alignment.

We heard firsthand from two architecture firm principals who recently completed rebrands. Dale Lee of hrd group in Atlanta, and Kelly Taylor of Rocksalt Studio in Providence. They shared what prompted a change, what surprised them, and what they've learned since. 

Missed it? Download our guide to all things branding. Whether you're actively considering a rebrand or simply wondering if it's time, it’s a practical framework for evaluating what's right for your firm, what to expect from the process, and how to work with a design team to achieve the best results.