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Rebrands get judged in seconds but built over months. In this Creative Review piece, James Greenfield shares Koto’s take on how brand work is shaped, sold, and defended today.
Most rebrands are judged on the surface: a new logo, a colour tweak, a before and after. This piece pulls back the curtain on what actually goes into the work. Projects start with research, alignment, and co-creation. Before anything visual exists, teams spend weeks getting clear on the business problem, the audience, and what success looks like. That internal buy-in is often harder than the design itself.
From there, it shifts to communication. Good teams don’t just present work, they explain it. They adapt to the client’s level of experience, connect every decision to a business goal, and bring stakeholders with them. At launch, case studies become the bridge between the work and the outside world. The structure is simple: problem, solution, impact. Clear enough to show the thinking, focused enough to keep the story sharp.
Then comes the reaction. Public feedback is fast and often simplified. It can be useful, but it rarely reflects the full picture. The advice is to stay focused on the people the work is for, keep the “why” front and centre, and let the work prove itself over time.
