How do we help teams use a refreshed brand?

Involve the people implementing the identity during brand development, so the assets serve existing customer touchpoints rather than marketing alone. Designers need more than notification of new guidelines: they need a role in shaping an identity they can apply. A designer whose company had rebranded described being left without the assets needed to update its existing app, the main part of the customer experience, because development had focused on marketing materials. Bring implementation needs into the brief rather than leaving teams to resolve gaps afterwards. Transform magazine reported in 2025 that Wolff Olins worked closely with Lloyds' design teams to make its refreshed brand flexible across customer touchpoints, with the launch accompanying a reimagined customer app and a multi-channel campaign.

Prove the system in a customer experience by using the website to put the refreshed visual and verbal identity into practice. For 2X, the brand refresh began with listening to employees and stakeholders and examining competitors. The resulting identity combined a refreshed logo and dynamic trail lines with messaging that shifted the conversation from cost-saving to business-building. The website became the first proving ground: content was restructured around audience needs, the experience was reimagined to feel intuitive and fast, and storytelling put CMOs at the centre. Use that approach to test how the identity supports content, navigation and audience priorities, rather than judging the logo, imagery and copy only in isolation.

Equip teams with reusable assets that make the refreshed identity usable in internal and external communications. For 2X, employee playbooks and social templates formed part of a system designed to scale with the business. The practical lesson is to give colleagues materials they can apply, not only an identity to interpret. A 2025 Frontify survey of senior marketers in the UK and DACH found that 59% said organisation-wide campaign adoption was a challenge. Raconteur described in 2025 how organisations traditionally codify refreshed brands in brand books covering purpose and visual, sonic and experiential expression, then rely on people to enforce the rules across channels and jurisdictions. Pair that guidance with reusable assets for the communications teams actually produce.