Who this is for: Product teams preparing focused launch motion briefs.
What to prepare
- Approved old and new identity assets
- A verified list of product changes, if any
- A stable product screen or task
- Current destinations and naming
Copyable creative brief
An authored planning example. Replace illustrative details with your approved product facts and assets.
Plan a 30-second brand relaunch for PRODUCT_NAME using OLD_IDENTITY and NEW_IDENTITY. Present the change accurately and preserve the approved geometry of both marks. Do not invent a merger, ownership change or new capability to make the reveal more dramatic. Begin with a recognizable product task or interface anchor. Introduce the previous identity briefly, then transition to the new approved identity using CONTINUITY_MOTIF. Keep the product context available so existing viewers understand that they are looking at the same product unless the supplied facts say otherwise. State WHAT_CHANGED and WHAT_REMAINS in clear, bounded language. If functionality also changes, separate that claim and use supplied evidence rather than letting the visual rebrand imply it. End with the current name, accurate destination and NEXT_ACTION. Remove obsolete URLs or status wording from the final frame.
Make it your own
- OLD_IDENTITY and NEW_IDENTITY
- Use approved assets and the actual naming transition.
- CONTINUITY_MOTIF
- Choose a stable task, object or shape that connects the identities.
- WHAT_REMAINS
- State only continuity the product owner has verified.
- PRODUCT_NAME and WHAT_CHANGED
- Use the approved current name and an exact list of identity changes, keeping any functional changes separate.
- NEXT_ACTION
- Name the actual current destination or user step and remove superseded names or URLs.
Anchor recognition
An illustrative planning tool can keep the same task board visible while its approved name and visual identity change. The board helps existing viewers orient themselves.
Do not imply unchanged functionality if the release also changes important workflows; name those changes separately.
Adapt the transition
A restrained treatment can replace the identity around a stable product scene. A more graphic treatment can use a shared motif, but the final marks must remain accurate.
For a short version, prioritize the new name and where to find the product rather than a long history.
Correct false continuity
If old and new screens differ materially, obtain matching context or explain the product change. If the final URL or CTA is stale, update it before publication.
The rebrand story should leave viewers knowing what changed and what action, if any, they need to take.
Review checklist
- Both identity assets are approved.
- Visual change is separated from capability claims.
- Continuity statements are verified.
- The final name and destination are current.