REBRANDING IS GOOD

I like design.

I really love good design.

I love great logos. I love my job and ja, I'm a pretty ok designer.

I love the soft thinking phase. Talking about what kind of car that idea drives and all that and why. I love branding. Branding is the dressing that makes the salad pop!

Good branding is art. Great branding is music.


Catching a oops-up is key. Accepting a screw-up is humbling. Coping with the consequences of a serious fuck-up can be a-lot of work. But it's the act of acceptance that is gold. Something was ok, yet somehow somewhere things went wrong.

The world turns. Life goes on.


The decision for rebranding is like knowing that the salad is fantastic, but the dressing is not. But that's ok. Sure, a lot of the work has been done, respect is due and big ups for that, but things just have to become better. Everything has a second chance. Rebranding is the magical second chance we are often gifted with.

Rebranding. Acknowledge. Embrace. Enjoy.

Branding is good. But rebranding is really good.

I love it!