GreenLeaf came to us with a logo that hadn't changed since the business started, and a brand voice that no longer matched how the team actually talked to clients. The brief was simple on paper: modernize, without losing the parts of the identity people already recognized.
Week one was almost entirely conversation — with the founders, with two of their long-time clients, with the team who'd be living with the new brand day to day. The color direction came together fast; the type system took three rounds longer than expected, because the first two options read as generic rather than considered.
The result shipped on time, which is never guaranteed on a rebrand. The lesson, as usual, was that the research phase is where the real work happens — the design part just makes it visible.