Five Ways to Edit Your Brand for a Seasonal Shift

Think of your brand as a capsule wardrobe — timeless pieces you love, but with each new season, it's time to layer, refine, and refresh.

I like to think of our brands as capsule wardrobes. You have your signature pieces — those perfectly quintessential elements that are undeniably you. You’re known for your style, and you own it. This is your core brand identity: the word marks, brand marks, and maybe a distinct color or font pairing that instantly says "you."

But just like in fashion, as a new season approaches, it’s time to take a fresh look at your brand. Think of it in sartorial terms: that perfectly oversized white linen shirt? Still a staple as the temperatures drop, but maybe now it needs to be styled with a cozy knit or a bold scarf.

The core piece remains essential; it’s the way we weave it in, layer it with the rest of your wardrobe, that we want to reimagine. This isn’t about a total overhaul; it’s about a light refresh, a focused edit for the season ahead.

So, let’s do a quick audit: What's working? What isn't? Where are the gaps?

Still you — but with a refined focus, ready to embrace the next season of your brand.

Five Brand Elements to Edit

  1. Mood

    Start here! We all love a moodboard, right? This is a little more abstract, but it will help you set the tone and visually capture the shift in direction as you go through the edit.

    • When collecting images or inspiration, ask yourself: How do you want your brand to feel this season?

    • Notice any recurring visual themes — these will be your guideposts for any other edits.


  2. Colours

    One of our favorite ways to create consistency throughout a brand, your color palette shows up in a variety of ways, and whether you have a signature color that pops or a tendency towards neutrals, they both can communicate a lot about your brand.

    • Revisit your core palette. What still feels strong? Are there any colors that aren’t working anymore?

    • If you have a signature color, consider expanding it by adding lighter or darker shades to create depth and enhance brand recognition.


  3. Typography

    Though a little more subtle, your font choices and the way they’re used can convey a lot about your brand personality, so don’t underestimate the nuances, especially when layered with other brand elements and used in tandem with other design choices.

    • Are you consistently using your brand fonts? If not, why?

    • Evaluate the legibility and practicality of your fonts across various platforms and applications. Adjust where necessary.


  4. Imagery

    Whether you’ve had custom photos done, are using brand-aligned stock or AI-generated imagery, or other visuals like illustrations or patterns, your imagery is where your brand narrative really comes to life, and the overall mood is captured.

    • Take stock of what visuals you're missing. What do you find yourself reaching for that you don't have?

    • Look at the types of photos or illustrations you use most frequently. Could you benefit from refreshing your imagery library to better align with your brand narrative?


  5. Social Templates

    Regardless of where you're showing up, it's likely that at this point you're using branded templates on at least one social platform (mine are Pinterest and IG, FYI!). Often, these designs are one of the places where all the other aspects of your brand style come together.

    • Review your existing templates. Are there types of content that could use a new look or a slight refresh?

    • Think about how you can infuse the fresh energy from your mood, colors, typography, and imagery edits into these templates to maintain a cohesive brand feel.

Final Reminder

This isn’t about rebranding — it’s about editing what you currently have. Reflect on what's working and what isn't, and identify where there might be unmet needs or opportunities for a subtle refresh.

 
 
Maya Normandi