Why I updated my own branding as a brand designer
As a brand designer, I’m usually focused on helping other businesses elevate their visual identity and showcase their value. But recently, I took a step back to look at my own branding and realised it was time for a refresh. In this post, I’ll share why I decided to update my brand, what changes I made, and how you can know when it’s time to do the same for your own business.
Why change what was already working?
My existing branding was doing a great job attracting lovely, aligned clients - many from industries like coaching, hospitality, wellness, and weddings. A lot of my work has an elegant, luxurious feel, and that aesthetic was well-represented in my own brand visuals.
However, my design approach goes beyond just one style. I create a wide variety of work across many industries. While I love creating refined, sophisticated brands, I also design vibrant, playful, and bold identities when the project calls for it. My agency background means I’m experienced in adapting to different industries and client needs. I design for the client, not just to fit my own personal style.
Despite this versatility, my own branding had become almost exclusively elegant and luxurious. This wasn’t an issue - until I realised it was creating a misconception. A few conversations with potential clients made me aware that some people didn’t think I was the right fit because they were looking for something more colourful or bold. They didn’t think I "did that," which was a clear sign that my branding wasn’t communicating what I wanted it to.
A fresh perspective
Alongside that, my marketing had taken a bit of a backseat while I focused on client projects and family life. I hadn’t been sharing much of my recent work, especially the more vibrant, colourful designs. My website hadn’t been updated in a while, and it mainly showcased the luxurious, elegant side of my portfolio.
With this in mind, I knew I didn’t need a complete overhaul - just a few intentional tweaks to reflect the full range of my work. I wanted my brand to feel more balanced, welcoming, and aligned with the variety I can offer.
What changed
The most noticeable update is the colour palette. I kept the dark blue and a pale neutral that reflects attention to detail and professionalism, but I added a more vibrant blue to introduce a pop of colour. This gives a subtle nod to my agency experience while bringing in that playful, energetic vibe I also love to create.
I also revisited my brand imagery. Previously, I used a leaf pattern in backgrounds that connected with my love of nature while maintaining a high-end feel. Now, I’ve incorporated more visual elements that reflect my background as a graphic designer - like photos of my studio, Pantone swatches, and design tools. This makes my brand feel more personal and grounded in the creative process.
My logo remains unchanged, apart from the colour update, since it already aligns with my values and attention to detail. The changes were more about enhancing and refining the message, rather than starting from scratch.
Staying true to my branding philosophy
Just as I help my clients build brands that reflect their unique identity and position them confidently in their industry, I knew my own brand needed to do the same. My goal was to create a visual identity that showcased my versatility as a designer while remaining true to my commitment to professionalism, creativity, and collaboration.
When should you consider a rebrand?
Sometimes, even a strong brand needs a refresh. Here are a few signs that it might be time to rethink your own branding:
Attracting the wrong clients:
Like me, you might find that your brand is giving off an impression that doesn’t align with the full scope of your work. Or you could find yourself attracting budget clients who are not expecting your higher price points.Changing direction:
If your services, pricing, or audience have evolved, your brand might need to catch up.Outgrowing your brand:
Personal growth or business success may leave your old visuals feeling outdated or not quite right.