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Rebranding

Keep the trust the founder built.

If the founder is stepping back and you’re weighing a leadership transition rebrand, start with what your clients already trust the company for.

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See a company that changed hands

The reputation hasn’t changed hands yet.

Change everything, and it reads like you’re announcing yourself over what the founder built. Change nothing, and every question keeps finding its way back to someone who has stepped away.

A company that changed hands

Before

After: the Magic Brush Painting homepage Neuma built: ‘Big Island painting you don’t have to worry about.’

Jon Hopkin worked at Magic Brush Painting for four years before he took it over.

We kept the history, back to 2002, and built the new brand on how Jon already runs the work.

View Project →

See more work →

What would your clients miss?

We find it in what longtime clients already say and how you and the founder explain the company, then build the brand on it. At Magic Brush, it was already in Jon’s own words:

“They know we’re gonna be there when we say.”

Signs the brand hasn’t caught up with the handoff

The accounts that came through the founder are the ones a handoff puts at risk.

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Longtime clients still call the founder first.

The story changes when the founder isn’t the one telling it.

One person wants a new name, and another wants nothing touched.

The accounts that came through the founder are the ones a handoff puts at risk.

Let’s talk →

The Lighthouse Method

How it works.

Identity

We find who you already are.

You leave with

What makes you worth choosing, in writing, for your sign-off

Strategy

We put it into words you’d use.

You leave with

Your brand strategy in writing, with a one-line test for every decision

Expression

We make it look and sound like you.

You leave with

Your logo, look and messaging, in a style guide your team can use

Build

We build it and stay until it’s live.

You leave with

Your website, emails and team training, built and live

See the full process →

The clients who came for the founder can stay for you.

Nothing changes until what they trust you for is in writing, so whatever carries it stays on purpose. What has aged can change, and longtime clients hear about it from you before they see it.

Questions

Should a new owner or president rebrand at all?

Not always. What your clients trust the company for decides how much changes, and you’ll know before anything gets designed.

Should a new owner or president rebrand at all?

Not always. What your clients trust the company for decides how much changes, and you’ll know before anything gets designed.

Do we keep the founder’s name?

If clients trust it, usually yes. The first two steps tell you whether a new name is even on the table, and if it is, you’ll see why before anyone outside the company hears about it.

Do we keep the founder’s name?

If clients trust it, usually yes. The first two steps tell you whether a new name is even on the table, and if it is, you’ll see why before anyone outside the company hears about it.

Is it too early if the founder hasn’t stepped back yet?

It’s a good time to start. They can sit in on the first conversations, so what they know about the clients and the work gets written down while they’re still in the building.

Is it too early if the founder hasn’t stepped back yet?

It’s a good time to start. They can sit in on the first conversations, so what they know about the clients and the work gets written down while they’re still in the building.

How much of our team’s time does it take?

A fair amount for all four steps. The research is on us. From your side, we need a few questionnaires and short exercises early on, at a pace you pick at the start. You and the people who’ll run this with you join the first conversations, the big decisions and each sign-off, and your wider team joins a training session before launch.

How much of our team’s time does it take?

What does it cost?

The first three steps start at $10,000. The build, or a single piece like a website or a logo, is priced once we know what it needs, and you’ll have the number before anything starts.

What does it cost?

The first three steps start at $10,000. The build, or a single piece like a website or a logo, is priced once we know what it needs, and you’ll have the number before anything starts.

Keep the trust the founder built.

Bring the founder, or anyone you’d like, and we’ll tell you what we see, including what we’d leave alone. It’s a thirty-minute call with Cole Mays, who started Neuma, with no pitch and no deck.

Let’s talk

What does it cost? →