How to Know When It’s Time to Rebrand—and What That Actually Means
At Indigo Ink Interiors, we believe design should feel like an exhale—the good kind, the kind that drops your shoulders and lifts your spirits. And recently, we realized our brand needed a deep exhale of its own.
After more than a decade of growth, transformation, and colorful experimentation, it was time to realign our outward identity with the work we’ve evolved to do every day: crafting boldly layered, highly functional interiors that turn vacation homes into elevated escapes.
So, we refreshed. Reimagined. Rebranded.
This post is a behind-the-scenes look at why we hit the refresh button, what the process involved, and how to know when your own brand—whether personal, professional, or for your home—is ready for reinvention.
The Problem With “Good Enough” Branding
Let’s start here: your brand is more than a logo. It’s how people experience your business. It’s the tone of your emails, the way your website feels, the story your Instagram grid tells without a single caption.
When Indigo Ink first launched, the name alone was a love letter to bold color and personal expression. But as the business matured, so did our clientele, our process, and the level of detail we brought to every design. Our original branding didn’t quite keep up—it was functional, but not full of feeling.
What we needed was a brand identity that embodied the essence of what our clients love most: personalized design that doesn’t shy away from saturated color, statement patterns, or a touch of irreverence. So we asked ourselves the same question we ask our clients:
“Does this feel like you now—or like a version of you from five years ago?”
How to Know It’s Time for a Rebrand
Whether you’re a business owner or just someone craving more alignment in your space, these signs can mean a refresh is overdue:
- You’ve outgrown your original style.
Just like your wardrobe doesn’t stay frozen in time, neither should your brand. If your visuals or messaging feel dated, flat, or like a past version of yourself, it’s time to evolve and rebrand. - Your audience has shifted.
For us, that meant focusing in on high-end vacation homeowners—people who want creativity, craftsmanship, and confidence in the process. Our brand needed to reflect that elevated experience. - You’re not attracting the right clients.
Your brand is a magnet. If you’re pulling in clients who don’t quite get your value or vision, your message may be unclear—or too broad. - You’re not proud to show it off.
If you hesitate to send someone to your site or social media, that’s a red flag. Your brand should feel like a beautiful, well-designed welcome mat.
What Changed in the Indigo Ink Refresh
We didn’t just slap on a new logo and call it a day. This rebrand was about redefining how we talk about our work, who it’s for, and why we do it.
Here’s a peek at what’s new:
- Name refinement: From Indigo Ink Designs to Indigo Ink Interiors. It’s a subtle shift, but one that clearly signals our expertise in interior environments—not graphic design or signage, as some still assumed.
- New tagline: “Dynamic designs, elevated escapes.” This line captures the heart of what we offer: visually rich, livable vacation homes that feel like a true break from the everyday.
- Updated color palette: Deep indigos, warm turmeric, playful tangerine, creamy horchata—each chosen to reflect the saturated joy we infuse into our work. (Yes, they’re named like a dinner party menu. Yes, we love that.)
- A more editorial website experience: Clean lines, layered visuals, and copy that feels both confident and conversational—just like the homes we design.
- Streamlined service offerings: We now clearly define our three core offerings (Full-Service Design, The Design Lab, and Consultations) to help prospective clients understand exactly how they can work with us.
Designing a Brand With Feeling
A rebrand isn’t just about aesthetics—it’s about emotion. When done right, your brand should feel like a visual representation of your essence.
Think about the last time you walked into a boutique hotel that just got it right. From the scent in the lobby to the color of the walls to the staff’s tone of voice—it all felt cohesive, intentional, and personal.
That’s what we wanted to channel in our brand refresh. And it’s what we strive to create for every client: spaces that feel like an unforgettable stay.
What This Means for You
Whether you’re running a business or renovating a beach house, your “brand”—your home, your style, your presence—should grow with you.
And if you’ve been feeling the nudge to evolve, that little internal whisper saying “this doesn’t quite feel like me anymore,” you’re not alone.
Here’s your permission to shake it up.
To take the leap.
To make bold choices—even if they involve tangerine.
The Lowdown: Our TL;DR
- Your brand is more than visuals—it’s the full sensory experience of working with you.
- Rebranding is a sign of growth, not failure.
- If your current identity feels misaligned, uninspired, or out of date, it’s time to rethink it.
- A refresh should reflect where you’re going, not just where you’ve been.
- Indigo Ink Interiors is now aligned—bold, refined, and ready to create even more colorful escapes.
Comments +