Begin with what has changed
List the products, audiences, competitors, markets and channels that changed since the current identity was designed. Ask existing customers what they recognize and new buyers what they misunderstand. If the business promise and market position have changed, the work begins with strategy. If those remain sound, preserve recognition and focus on the failing touchpoints.
What each scope normally changes
A brand refresh adjusts expression: typography, color, imagery, logo refinement and usage rules. A rebrand can change positioning, name, architecture, messages and the expression across applications. A website redesign changes information architecture, content, interface and implementation. These scopes can overlap, but a proposal should specify each deliverable and its owner rather than hide all three under 'branding'.
Use a decision test before procurement
Ask three questions: Can buyers explain what the company now does? Do current customers still recognize and trust the useful parts of the brand? Can people find the right offer and complete an inquiry on the website? If meaning fails, investigate a rebrand. If recognition is useful but expression is inconsistent, consider a refresh. If meaning and expression work but the digital journey fails, prioritize the website. Record the evidence and a person authorized to decide.
Protect the transition
A changed name, domain or page structure introduces operational work. Inventory important URLs, content, forms, analytics and references before launch. Assign legal name checks to qualified advisers, and website redirects and search monitoring to the implementation team. Google's site-move guidance provides a practical technical starting point; it does not promise that rankings will remain unchanged.
Compare evidence for your actual brief
Review a case that matches your starting point, not only its visual style. Ask who researched the problem, which applications shipped, what was handed over and how the client team adopted it. Dardo's published A medio tono case covers naming and website delivery for a new school; it does not establish a full established-company rebrand. The Colombia agency guide compares other published scopes and explains these limits.
Plan a project with Dardo
Plan a project for Colombia
Choose a review date and a time in Bogotá to see the corresponding local time. This is a planning aid, we’ll confirm availability when we reply.
America/Bogota — Representative time zone; some countries have more than one. Check the actual city and agree on a working window. Dates include seasonal clock changes through your browser’s time-zone data.
Budget currency to discuss: COP. The project calculator lets you enter your own rate. It does not convert exchange rates.
Let’s make it happen.
Send your result and project details directly to Dardo. We’ll review them and reply to your email. Review the included details below before sending.
Prefer email? hello@dardo.studio
Sources & editorial notes
Sources
- Google Search Central: site moves with URL changesdevelopers.google.com
How we built this guide
EvidenceThis guide combines 1 linked source, Dardo’s analysis and clearly labeled project examples.
LimitsVisible design and content decisions are not presented as measured ranking, traffic or conversion gains.
Read our editorial policy