What needs updating in our digital experience after a rebrand?

A refreshed identity should shape the whole website, including typography, photography and page layouts. For Price Forbes, the website translated the refreshed brand into an editorial experience, using bold type, distinctive layouts and photography reflecting the workforce's modern outlook and diversity. The wider identity paired serif and sans-serif typography to express both heritage and a forward-looking character, while the website carried that balance into its presentation of the business. The practical review therefore extends beyond replacing a logo or changing colours: check whether the website's visual choices express the character the refreshed brand is intended to convey. Wallpaper* reported in 2025 that OpenAI's identity update consolidated typography into OpenAI Sans across products, browser and app interfaces, research papers and stationery, illustrating the breadth of digital applications a typography change can involve.

An existing digital experience may need a different structure, navigation and narrative to reflect a refreshed brand. For G42, updating The Intelligence Grid meant evolving a layered 3D cityscape into a web-native framework, not simply applying a new look. A new narrative mechanism, the "impact algorithm", connected technology enablers such as energy, compute, cloud and foundational models with real-world outcomes. Industry stories explained the human impact of technological advances, while commitments including responsible AI, sustainability and equitable AI anchored the experience in G42's purpose. Establishing the new navigation and storytelling also required a custom content management system to house the experience's structure. When reviewing an established experience after a rebrand, examine how visitors move through content, how capabilities connect to outcomes and whether the underlying content structure supports the revised story.