A refresh changes how you look
New type, cleaner colors, better photos, a modern website. The name and the story stay. It works when the positioning is still right.
A rebrand changes what you say
It starts with positioning: who the firm is for and why it is the right choice. Then the identity and website are rebuilt around that. Sometimes the name changes too.
Signs you need a rebrand
You’ve added partners or services. Your best clients are a different group than five years ago. You merged, split or changed custodians. You explain the firm differently than your website does.
Signs a refresh is enough
Clients describe you the way your site does. Referrals and strangers both convert. The site just feels five years old.
The cheapest way to find out
Cover your logo and read your homepage. If the words are wrong, refresh won’t fix it.
Next step: Request a free audit