The Leopard Diaries · Day 9 · 1:46

Changing Spots

Name: Changing Spots
Duration: 1 min 46 s
Description: Most rebrands start when the people inside get bored of a pattern the market has only just learned. The team sees the logo every day; the customer sees it for two seconds a week. Familiarity is the asset, not the problem. Before you change the spots, ask who is actually tired of them.

The herd has decided the leopard's spots feel familiar. Three weeks later: a remarkable transformation.

Field notes

Most rebrands start when the people inside get bored of a pattern the market has only just learned. The team sees the logo every day; the customer sees it for two seconds a week. Familiarity is the asset, not the problem. Before you change the spots, ask who is actually tired of them.