BEN SKELLY
02.20.2023
Branding | Design
You have to be a bit of a masochist to work in corporate branding. Like, “really enjoy taking a passionate ass beating and asking for another” kinda masochist. Large scale rebrands are one of my favorite projects to work on — and also one of the most maddening; certainly contributing to the rapid deterioration of my liver. There are very few things more satisfying than leaving your mark on a brand and bringing a story to life, even if it brings you to the brink of insanity along the way (I suppose “parenting” is an apt comparison?).
I f*cking love it.
I hate that I love it. Over the years, I’ve had the opportunity to execute multiple rebrands — from massive to small, from individual contributor to key designer / decision-maker, from “brand refresh” to entirely new identity, from going off the rails to becoming user-beloved. They’re all unique and they all hold a special place in my cold, dark, withered creative heart… and they all share one thing in common: they’re a pain in the ass, for everyone.
Do anything long enough and you’ll start to identify trends. While I eagerly await our next opportunity to shape and [re]build our next brand (your own, perhaps?), there’s a few things I’m always ready for now. If you’re in the midst of a rebrand, or considering if you should go down such a path, here’s a few things to expect…
The “perfect” rebrand is a myth. They’re always at least a little messy and someone is going to question the outcome no matter what. But if you “know your why”, have conviction in what needs to be communicated, inventory everything that needs updated, and limit your approval chain to key stakeholders (seriously, please), you can give new life to an old brand while swearing you’ll never go through that again… until next time.
ABOUT THE AUTHOR
Ben Skelly is a co-founder and Managing Partner at Skellator, primarily responsible for web development / design and visual branding initiatives for clients. Prior to building Skellator, Ben spent over a decade as an in-house Creative Director and Head of Growth Marketing for numerous cybersecurity companies, establishing himself as a thought-leader in branding and product-led growth in the space. Connect on LinkedIn.