Rebranding is fun—on paper. New logos, fresh color palettes, a shiny website, and a fancy style guide. But in a complex multi-product environment, it is a system designer / engineer job not a graphic design job. Here are some of the key takeaways from one of the hotel tech industries most complex and thorough rebrands ever done.
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1. Graphic design isn’t as important as the system
Beautiful graphics are great, but if your system is built for the style guide, it won’t last. Fancy graphics can mask a lack of system, but only for so long. Solid systems are much more important. Scalability is the key.
2. The Hardest Part? Identifying the Right Problem
Most of the time, the issue isn’t what you think it is. Make the logo bigger or change the name to be more readable are symptoms. If they persist you’re not solving the underlying problem. Think about why the problem exists in the first place.
3. The Right Solution Won’t Be Flashy
The best solutions are often simple, even boring. Often the real solution seems obvious in hindsight. It can be disappointing to look back and see that nothing is as flashy as the original mood board. But that’s ok.
4. Exceptions Are the Enemy—But They’re Inevitable
A perfect system has no exceptions. But reality disagrees. No matter how well you build something, there will be edge cases. The key is designing a system that can handle them without crumbling.
5. Big Projects Are Overwhelming—Focus on the Next Step
Thinking about every detail of a massive project is paralyzing. The trick is to focus on the immediate next step, execute it well (and as fast as possible), and then move on to the next. Before you know it, big projects get done.
6. Internal Buy-in Matters More Than You Think
Getting everyone on board is one of the toughest parts of a rebrand. You’ll have to become a salesperson, pitching the vision with enthusiasm and conviction. Without that, you’ll get a flood of unnecessary feedback from well-meaning but misguided stakeholders. But don’t be so convinced that you don’t accept the feedback.
7. Brand and Design Systems Are a Language
A good brand system is like a language: structured but flexible. It needs to evolve while maintaining coherence. Bad systems fall apart quickly with constant redesigns needed for exceptions. However, even great systems need maintenance.
8. Build First, Write the Guide Later
Build the assets—website, brochures, sales decks—first. Put the system to test based on the loose rules of the system. Fix what breaks and evolve. Once it works, write the guide and lock down the rules.
There’s probably a lot more. These are some of the ones I could think of relating to designing a system for a brand. After doing multiple patch-ups. Not that those are wrong, finding the right problems becomes clear because of the patch-ups. I would always suggest a patch-up or two first. Before really getting into building a system.
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About me: I’m a fractional CMO for large travel technology companies helping turn them into industry leaders. I’m also the co-founder of 10minutes.news a hotel news media that is unsensational, factual and keeps hoteliers updated on the industry.
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