Behind The Rebrand with PJ Towle | Ep 160

Two years into business, Dustin Pead realized the name "Chief Creative Consultants" no longer matched how he actually worked with clients. In this episode, Dustin sits down with designer PJ Towle of Forty:Three Creative — the person behind the full rebrand — to unpack how "Consultants" became "Partners," where the tagline "You create. We operate." actually came from, and the story built into every piece of the new visual identity, from the fox icon to the triangle mark.Key Takeaways:Why "consultant" language stopped matching the way Chief Creative Partners actually serves clientsHow a single conversation and a text message led to a full rebrandThe story and symbolism built into the fox icon, the triangle mark, and the color paletteTimestamps: 00:00 — The pitch that started it all: "You create. We operate." 00:29 — Welcome back + episode setup with PJ Towle 02:41 — Why "Consultants" never felt true 07:11 — Asking Sarah first: why outside design help made sense 09:05 — Concepting the fox: adaptive intelligence and Robin Hood 14:23 — The moment the fox ears sealed the direction 16:12 — Color story: near-black, signature orange, and OD green 23:10 — The accidental origin of "You create. We operate." 27:33 — Breaking down the triangle mark section by section 33:07 — Intentionality as a learnable skillConnect With Chief Creative Partners: chiefcreativepartners.com dustinpead.com @dustinpeadConnect With PJ Towle: Forty:Three Creative — fortythreecreative.comEnjoyed this episode? Subscribe, drop a comment with your own rebrand story, and let us know — what's one word in your business that no longer feels true?Hashtags: #CreativeBusiness #BrandingStrategy #RebrandStory #SmallBusinessBranding #CreativeAgency #LogoDesign #BusinessOperations #ChiefCreativePartners