01 — Your logo is doing too much

If your logo needs:

• five colors

• three icons

• a tagline

• your entire business description

  ...it might be time to simplify.

Your logo doesn't need to explain everything you do.

02 — Your visual identity is inconsistent

Your website looks completely different. Your invoices use another font. Your email signature has another logo. Your business cards look like they belong to a different company. That's a branding problem, even if every individual piece looks "good."

03 — Your brand no longer represents your business

Maybe you started small and informal. Now you're working with larger clients. Or perhaps you originally positioned yourself as affordable but now offer specialised services. Your visual identity should evolve with the business.

Now look at your website

You're constantly explaining what you do: If potential customers repeatedly ask: "So what exactly do you guys do?" Your website may not be communicating clearly enough.

Your services have changed: If your website still lists services you stopped offering two years ago...🚩 Your website should reflect your current business, not your business history.

Your website isn't built around a clear action

Ask yourself: What do I actually want someone to do when they visit?

Contact you? Book? Buy? Request a quote? Call?

If the answer is basically:

"Uhhh…look around?"

...we've found a problem.

Mobile feels like an afterthought

Open your website on your phone. Don't just check whether it technically works.

Ask:

• Can I read everything?

• Are buttons easy to tap?

• Is the navigation clear?

• Are images cropped properly?

• Does the page feel ridiculously long?

• Is the important information buried?

Your customer is not obligated to use your desktop site.

Refresh or rebuild?

A refresh might mean:

• updated typography

• new colours

• improved spacing

• simplified logo

• updated photography

• reorganised pages

• rewritten messaging

• improved mobile experience

A rebuild might be necessary if the underlying structure, CMS, technology or user experience is causing bigger problems. You don't always need a brand-new identity.

Sometimes you just need to make the existing one work better.