It didn't take long to realize that to change our perception and stand out in a sea of stale, antiquated identities, we had to be bold. Overcoming outdated perceptionsEvery established organization faces an inflection point: you've built a track record, earned industry trust, and your name is well-known, but familiarity is working against you. To combat outdated consumer perceptions, our entire brand strategy was re-envisioned during the rebranding process. By rethinking everything from our website to our campaign visuals, we carried the identity throughout the brand experience. Playing it safe is the biggest rebranding riskUltimately, rebranding isn't just about your look.