“Wonderful humans, and very good at what they do. Let them help you make your business better.”
"They were innovative in their approach and really got us thinking about who we are at the core.”
"What a thoughtful and joyful experience. I want to start a new business and do it again."
You?
We are a branding agency helping ambitious businesses rebrand.
For brands that have outgrown their identity, merged or repositioned.
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"ONETOO have been so great to work with!"
"Better than we had envisaged."
“Really know their stuff!"
"I could not recommend ONETOO enough!"
"Highly recommend."
"Above & beyond."
"Wonderful humans. Very good at what they do."
"ONETOO were amazing to work with!"
"Let them help you make your business better."
Positioning isn't what you say. It's what you do.
It changes the choices you make what you offer, who you serve, how you price, how you talk, what you say no to.
"ONETOO have been so great to work with!"
"Better than we had envisaged."
“Really know their stuff!"
"I could not recommend ONETOO enough!"
"Highly recommend."
"Above & beyond."
"Wonderful humans. Very good at what they do."
"ONETOO were amazing to work with!"
"Let them help you make your business better."
From a light refresh to a full rebuild, our process is built to craft a brand that fits and comes with a plan to actually roll it out.
Brand Audit & Diagnosis
You can't know where to go if you don't know where you are. We start with a thorough audit of what you've got: brand assets, customer perception, competitor landscape, internal alignment and a clear-eyed view on what's still working, what's holding you back, and what's worth protecting. Sometimes the answer that comes out of an audit is don't rebrand yet. We'd rather tell you that now than six months in.
- Brand audit and asset inventory
- Customer and stakeholder perception research
- Competitor and category mapping
- Internal alignment interviews
What is a brand audit?
A brand audit is a structured diagnostic of your current brand: assets, perception, competitor context, internal alignment. The output isn't a polished slide deck. It's a clear read on what's working, what isn't, and what type of intervention (refresh, partial rebrand or full rebuild) would actually move the needle. It often pays for itself in the rebrand it stops you doing.
Repositioning & Brand Strategy
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Positioning and category strategy
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Brand narrative and messaging framework
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Naming and renaming (if required)
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Brand architecture and sub-brand structure
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Tone of voice and verbal identity
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Audience definition and segmentation
This is where most rebrands go wrong. Someone gets excited about new colours, a mood board goes up, and six weeks later the brand looks different but still doesn't solve the problem that triggered the project. We do the strategic work first: positioning, narrative, messaging, naming if it's needed and design downstream of that. Every visual choice has a reason behind it, because the reason was decided before the design started. If your identity could be swapped with a competitor's and no one would notice, you haven't built identity, you've built camouflage.
Why does strategy come before design?
Because design without strategy is decorating. The most expensive rebrand mistake is building something beautiful that doesn't mean anything: a brand that looks different but says the same forgettable thing as everyone else in your category. Strategy is what makes the design inevitable rather than arbitrary.
Refresh, partial rebrand or full rebrand? How do we know which?
A refresh keeps the name, positioning and core identity and updates the execution: modernised logo, sharper voice, refined palette. A partial rebrand changes the visual identity and messaging significantly but keeps the name and core positioning. A full rebrand is the whole thing: new name, new identity, new positioning. The audit tells us which one your situation actually calls for. We're honest about it; under-doing or over-doing it both cost money.
Identity, Voice & System Design
Once the strategy is settled, we build the new system across three layers: visual (logo, type, colour, photography, iconography, motion), verbal (voice, tone, messaging, naming conventions), and experiential (how the brand shows up across packaging, signage, web, social, environments). Every layer designed to express the positioning, not decorate it: a complete identity that flexes across every touchpoint without losing coherence. The brands that get this right don't just look different. They feel different and that feeling compounds into something competitors can't easily replicate.
- Logo, typography and colour
- Photography and illustration direction
- Iconography and brand patterns
- Motion and brand animation
- Verbal identity — voice, tone, messaging
- Brand guidelines and design systems
- UI / digital surface design
Is a new logo enough?
Almost never. A logo is one element inside a system. A new logo on the same broken experience is what we call lipstick on a pig: it changes the impression for about ten seconds, then the actual brand reasserts itself. The identity has to be a system, applied consistently, and built on a strategy that holds.
Will we lose our existing brand equity?
A good rebrand protects equity: it doesn't destroy it. We identify what's still working in your current brand (recognition, trust associations, emotional connections) and build the new system to carry that forward. The goal is evolution, not amnesia. Most rebrands should feel familiar to existing customers, even when they're objectively different.
Rollout
A rebrand only counts when it lands. The design and strategy are the smaller part of the investment: implementation is where most rebrands stumble. We plan the rollout from the start, sequence it properly (internal first, always), and execute across every touchpoint that matters. Then we stick around for the stewardship because brands drift, and a system that isn't maintained becomes the next rebrand brief.
- Rollout
- Brand guidelines
- Print, packaging, signage, environmental
- Social and content templates
- Internal launch: team alignment, training, brand toolkit
A clear, repeatable process for rebranding without losing what you've already built.
Audit & Diagnose
We start by understanding what you've got brand assets, customer perception, competitor landscape, internal alignment. We're looking for what's working and worth protecting, what's holding you back, and the honest answer to whether you need a refresh, a partial rebrand or a full rebuild.
Position & Strategise
The strategic core. Positioning, narrative, messaging and clear answers to why the rebrand is happening, what needs to change, what needs to stay, and who this is for. This phase involves leadership, not just marketing. Rebranding is a business decision, not a marketing exercise.
Design the System
Now we design. Logo, type, colour, photography direction, iconography, motion, voice, messaging: every decision tied back to the strategy, every element working as part of a coherent system. Brand guidelines so it can be applied consistently without us in the room.
Launch
Your team meets the new brand before your customers do because if your own people can't articulate why it changed, your customers won't either. Then we go public: coordinated rollout across website, social, signage, collateral, advertising telling the story of why, not just the what.
It depends entirely on scope. Honest ranges:
- Brand Refresh ($10,000–$30,000): light update of an existing system — modernised logo, refined palette, sharper voice. The structure is sound; you're updating the finishes.
- Partial Rebrand ($30,000–$70,000): significant identity and messaging change, with the name and core positioning kept intact. A pragmatic middle ground when the brand expression no longer fits but the name still carries equity.
- Full Rebrand ($50,000–$100,000+): new everything: positioning, name, identity, system, voice. High-stakes, high-reward, the right call when the situation genuinely demands it.
Two honest notes. First: the design and strategy fees are usually the smaller part of the investment. Implementation across signage, collateral, web, social and packaging often costs 1–3x the design itself. Second: the cheapest rebrand is the one you only have to do once. A strategically sound rebrand at $50k will deliver more value than a beautiful $150k rebrand that doesn't solve the underlying problem.
- Brand Refresh: 4–8 weeks
- Partial Rebrand: 8–16 weeks
- Full Rebrand: 4–9 months for the strategy and system, with implementation rolling out across the months that follow
Big enterprise rebrands with global rollouts can run a year or more. We'll give you a clear timeline at quote stage based on scope.
The audit tells us. As a rule of thumb: if the business hasn't fundamentally changed but the brand has fallen behind visually, you're probably looking at a refresh or partial rebrand. If the business has genuinely evolved: pivoted, expanded, merged, or repositioned a full rebrand is more likely warranted. Most businesses that think they need a full rebrand actually need a partial or refresh. We'd rather talk you out of a rebrand you don't need than sell you one you do.
Brand identity work is building or refining the visual and verbal system: logo, type, voice, the things that make a brand recognisable. Rebranding is the larger act. It includes identity work, but it also touches positioning, naming, messaging, and how the brand shows up in the world. Identity is a layer inside a rebrand. A rebrand is the whole intervention. If the question is "do we just need a stronger visual system?" that's identity. If the question is "does our brand still fit the business?" that's a rebrand.
"What an incredibly thoughtful and joyful experience with ONETOO. I want to start a new business just to enjoy the brand process with the ONETOO team again."
If your brand is helping, don't fix what isn't broken. If it's hindering, the cost of not rebranding is almost always higher.
We'll chat to you shortly.
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