When rebranding it’s important to consider three key questions
1) Who are your audience?
2) What does the company want to achieve?
3) Why are the company doing this?
Each time I've taken on this challenge at Nested, everyone of these three questions has had a slightly different answer. This is why I've ended up reiterating on this three (soon to be four) times in my three years here.
Being fresh into the role and the first designer on a project of this scale was exciting so I got to work pretty much straight away. I think within a month of me starting there we'd moved away from the muddy green colour on our website to a bright blue (actually quite similar to our new account blue) and a now custom type set logo.