The Invisible Tax of Bad Branding

Special write up by Eli Wright 

You know that feeling when you stumble across a website that screams 2015?

Companies doing exceptional work are often held back by visual identities that haven't evolved with them—us included.

As a creative partner in Arcbound's rebrand, I experienced this firsthand. I had winced at our old identity, knowing that it needed a significant update. Clients and friends (rightly) pointed out the disconnect: how could a company that builds brands look this outdated? 

The truth is, we knew refresh wouldn't work until we understood what we were becoming. You can't change your exterior without first defining the core of who you are and why you exist.

When we determined that some of our most important work happens at the outset of the brand-building process, we could finally become what we needed to be aesthetically. 

My role was to translate the idea of building a brand that opens doors into a visual system that felt timeless yet current. As a creative, my approach—shaped by curating tastes across generations, pulling references from culture, art, fashion, and design, and deeply studying how brands endure—guided the process.

Over the next few weeks, we'll be covering various aspects of our own rebrand—including a playbook capturing every step to launch and beyond—but to start, we've got to talk about how to know when it's time to make a change.

Six Signals: How to Know It's Time for a Rebrand

1. You're hiding your own brand
   We were proudly showcasing client work while almost avoiding our own website. When you hesitate to share your own materials, it's a sign something has to change.

2. Your target audience has evolved
   Maybe you're moving upmarket or focusing on a new sector. We realized our brand needed to reflect the caliber of clients we were attracting.

3. Market indicators have changed
   Tech and cultural shifts reshape industries. Your brand needs to signal that you’re evolving too.

4. Design trends have evolved
   Just as ornate streetlamps gave way to sleek modern designs, brands must adapt to changing visual languages. Clean, functional design with clear informational hierarchies matters more than ever.

5. Your company has entered a new stage
   A scrappy startup looks different than an established business. Your visual identity should mature as your organization evolves.

6. Your brand is limiting your growth
   The ultimate sign: people are surprised by your capabilities after seeing your outdated branding. We knew then our brand had become a liability.

The Cost of Waiting Too Long

When your brand no longer represents your work, you're paying an invisible tax every time a potential or current client interacts with it. They notice when your brand doesn't match what you’re promising them—and that disconnect erodes trust.

Why We Rebuilt What We Did

We approached our redesign with a clear purpose: create a brand that serves us today and evolves with us tomorrow. Our identity needed to reflect a forward-thinking approach in an industry (and world) that continues to be transformed by AI and emerging technologies—signaling that we understand change and can guide clients through it.

Our new logo embodies simplicity, modernity, and movement—a visual metaphor for the brand journeys we create with clients. We developed a design system clean enough to feel timeless, yet flexible enough to showcase creativity. Every element became an extension of our core values and offering, making each touchpoint intentional and impactful.

We selected a diverse color palette that represents creativity without overwhelming the narrative—both ours and our clients'. Our typography balances approachability with expertise: professional when needed, distinctive enough to reflect our human-first values when it matters.

Above all, we designed for adaptability. As we grow and industries transform, our brand evolves with us. We tested every element—from colors to type to layout—against one criterion: does this open doors or close them? The result is an elevated experience that reflects the quality we deliver for every client.

Unlocking New Doors: The Ripple Effect of a Successful Rebrand

When a rebrand clicks, it changes everything, including:

• Others’ perceptions. Like updating your wardrobe for a new chapter in life, a refreshed brand changes how others see you. It's as if you've walked into the room wearing clothes that finally fit who you've become. We saw potential clients who previously dismissed us intrigued by our refreshed identity.

• New potential and connections. The right visual identity doesn't just look better—it actively attracts the right people to your door.

• Increased referrals. When your team and clients are proud to share your brand, referrals increase naturally. This extends to talent acquisition too—people want to be associated with brands that reflect quality and purpose. It's like finally having a home you're excited to show others.

• PR, partnerships, and business relationships expand. Media outlets, industry partners, and collaborators all make split-second judgments based on how you present yourself. A strategic rebrand can make you visible to potential partners. These new relationships often become the catalysts for your next phase of growth.

We've already seen these signals emerging. The invisible tax has turned into visible momentum.

The Next Chapter

Your brand should reflect both where you are and where you're going. The most effective identity shifts maintain continuity while signaling growth. By recognizing the right moment to evolve, you avoid premature changes and missed opportunities. Your visual identity is ultimately a bridge connecting your past with your future—make sure it's strong enough to support the journey.

Community Notes:

1. Register for our webinar TODAY at 10 AM PST with Tim Springer who scaled Level Access from $1M to $100M.
   
   

2. Super proud to share the launch of Sean Magennis’s website. If you don’t know Sean, he’s a special guy doing really amazing work with Mid Market companies. Connect with him here.
   
   

3. A friend of the firm, Mike Mahlkow, is a two-time YC founder who’s raised over $100M and invested in 40+ startups. He’s currently helping founders with B2B GTM and fundraising. Reach out if you could use his support.
   
   

Our next webinar will be on June 19 with Case Kenny, author of That’s Bold of You and The Opposite of Settling. We’ll be partnering with our friends at Reading Rhythms for a dynamic digital experience sharing Case’s message and how he’s built his brand. Details to come soon.