The Intricacies of Rebranding a Legacy Brand

Rebranding any firm that has brand equity is an ambitious undertaking. Done well, rebranding can breathe new life into a brand, revitalizing its relevance and appeal as their target audience evolves. Rebranding is a multifaceted process that involves strategic planning, creative execution, and effective implementation. For a legacy brand, getting it right is a delicate balance: missteps can alienate loyal customers and tarnish the brand’s reputation. Successful rebranding starts with a careful assessment of the values that have come to define the brand—and inspire trust and loyalty in its followers—in order to strike the right balance between tradition and innovation.

We love you, you’re perfect, now change

Legacy brands are beloved by their followers and carry deep emotional equity. Their customers see themselves reflected in the brand’s values, shaped over decades through stories, values, and a consistent connection with their audience. But with the digital revolution and globalization, consumers’ exposure to brands, products, and cultures has expanded immensely, and legacy brands need to adapt to consumer preferences and growing competition. Rebranding becomes a nuanced act of translation — not reinvention, but refinement. This often involves modernizing visual identity, updating messaging strategies, and embracing new communication channels while staying true to the brand's heritage.

Iconic brands live on a continuum between past and present

The fashion industry has a long history of rebranding. Burberry, the iconic British luxury fashion house founded in 1856, faced a significant challenge in the early 2000s as its signature check pattern became associated with counterfeit products, tarnishing its image of exclusivity and sophistication. Under the leadership of CEO Angela Ahrendts and Chief Creative Officer Christopher Bailey, Burberry embarked on a bold rebranding journey. They revitalized the brand's image by reinterpreting its story for a younger audience while maintaining its aura of luxury and craftsmanship. The resulting transformation ushered Burberry into the digital age without compromising its heritage.

Gucci, one of the most famous Italian luxury fashion brands, was founded in 1921 and dramatically rebranded in the late 1990s and early 2000s. The brand had become synonymous with excess and ostentation, but under the creative direction of Tom Ford, Gucci embraced a more sleek and sexy aesthetic. Ford's provocative styling and edgy advertising campaigns rejuvenated the brand, making it one of the world's most coveted and influential fashion houses.

By comparison, the concept of the legacy brand is a relatively new phenomenon in the design industry. As more established firms approach their senior years with an eye to longevity, how should they be thinking about their viability and relevance as a brand?

Building on tradition: evolution with reverence

For over three decades, Curtis & Windham Architects has shaped Houston’s most distinguished residences, blending classical architectural principles with an understanding of modern living. As they prepared to publish their second book with Rizzoli, Building on Tradition: The Work of Curtis & Windham Architects, the firm engaged Hanna Creative to ensure their brand identity and website reflected their ability to honor timeless virtues while offering a fresh perspective.

Their existing branding—a classic script typeface in red, a nod to traditional architectural letterheads—now felt dated. We developed a refined visual identity rooted in timelessness, pairing Roman-style typography with a contemporary body font, and introduced a distinctive logo mark with curves and connections that bring warmth and character to the brand.

For the website, we layered hand sketches inspired by their work displayed on their studio walls into a textured, paper-like background on their project gallery pages, bringing a tactile quality that reflects the essence of their work. “Hanna Creative captured the spirit and nuance of our vision and translated it into an identity that feels both fresh and enduring,” says co-founder and partner Russell Windham.

Beyond design, the rebrand serves an important business goal: inspiring younger partners, attracting future talent, and positioning Curtis & Windham for long-term succession, ensuring the legacy they’ve built will continue for decades to come.

Rebranding and succession planning

Woodmeister Master Builders, a family-owned residential construction firm with a 45-year legacy of craftsmanship and exquisite millwork, engaged Hanna Creative to redesign their website and reposition their brand for the future as the founder’s daughter, Heather Goodnow, assumed leadership. With the transition in mind, we worked closely with the leadership team to shape an authentic brand story and refine their visual identity. The result is a brand that looks confidently to the future while remaining true to family tradition—a narrative that resonates with clients and inspires a devoted team, many of whom have been with Woodmeister for decades. “People worked hard for Ted [Goodnow, the firm’s founder] and now they’re working even harder for Heather,” says Janet Gorgone, Director of Business Development and Marketing for Woodmeister. “That loyalty is a big part of our brand, and the new branding and website help us share that inspiration with customers and prospects.”

Authenticity is the cornerstone of rebranding

Photography by Jeff Allen

What makes any rebranding effort succeed comes down to authenticity. In an age where consumer skepticism and the demand for transparency are rising, brands must demonstrate a sincerity in their evolution. How a brand communicates its rationale behind the rebranding—with customers, employees, and industry partners— is also critical for alignment and overcoming resistance to change. Through its social channels, as well as its website and other marketing platforms, brands need to foster a sense of ownership and collective purpose, turning potential challenges into opportunities for growth and collaboration.

A thoughtfully executed rebranding strategy shouldn’t be a departure but a refocus on what the brand inspires—done with purpose, relevance, and in the brand’s genuine voice. From visual identity to messaging, every element should feel both familiar and new — an echo of what was, reimagined for what’s next.