Behind the Curtain of a Brand Refresh

A successful brand refresh is more than just a new look. It’s about aligning your messaging, visuals, and product to tell a cohesive story. But getting there requires careful planning, clear ownership, and a deep understanding of what’s changing.In this episode, Saima Rashid and Adam Kaiser share the inside story behind 6sense’s brand refresh. They’ll explore how aligning messaging with product architecture drove design decisions, the importance of maintaining core elements, and how to avoid pitfalls in the process.In this episode, you’ll learn:What teams often get wrong when updating their brandHow to measure impact across product, marketing, and sentimentWhy clarity in ownership and timing makes or breaks the process Jump into the conversation: (00:00) The time to refresh (02:32) Signs it’s time for a brand refresh (04:29) How AI and M&A shaped the story (06:36) Rebrand vs. refresh and why it matters (08:22) The new design system of grids and glows (13:26) Why messaging needs to lead the change (20:31) Key metrics to measure brand impact