Rebranding Yourself as a Creative: Pandora's Box
We’ve all been there — you’ve just wrapped up a rebrand you’re in love with. It feels fresh, exciting, and aligned. Fast forward three months, and that nagging “itch” to change it all creeps in again. Sound familiar?
We had the privilege of sitting down with Baylee White, the creative mind behind Studio 71, a brand and web design studio. Baylee recently took on the monumental task of overhauling her business, transitioning from “Made by Bayls” to Studio 71. But this time, she broke the cycle of constant rebranding. Her secret? Leaning into her personal story and values instead of chasing trends or comparing herself to others in the industry.
(By the way, you can connect with Baylee and her work on her website or Instagram.)
The Why Behind the Rebrand
Baylee’s journey started with “Made by Bales,” a deeply personal brand name that reflected her solo work. But something wasn't clicking. “I didn’t feel it was the vibe,” Baylee admitted. “And I started to notice how much that disconnect was impacting my ability to attract clients or even enjoy creating.”
Her insight highlights a pivotal rebranding signal: when your brand stops reflecting your identity or values, it’s time to reassess. “If I don’t love my brand, how can I expect others to?” she explained. For Baylee, this disconnect became the catalyst to align her brand with her passions and goals.
Knowing When to Rebrand: The Creative Itch vs. Business Need
For many creatives, the “rebrand itch” is a frequent visitor. It’s that urge to refresh, tweak, or completely overhaul your branding. Baylee felt it too, but she didn’t act impulsively. “We sat on it for a year,” she shared. “I needed to figure out if it was just a creative itch or something deeper.”
Her patience paid off. Rebranding isn’t about chasing a shiny new aesthetic — it’s about addressing misalignments in your identity, audience, or market positioning. For Baylee, Made by Bales wasn’t a brand she wanted to grow. Instead, Studio 71, inspired by her and her husband’s shared love for retro 70s design, felt timeless and true to her unique approach and style as a designer.
Keys to Handling Your Own Rebrand
Baylee’s approach to rebranding was grounded in strategy. Here’s how she turned the process into a success:
1. Get Some Perspective
Rebranding your own business can feel like “reading the label from inside the bottle.” Baylee tackled this challenge by pretending she was designing for someone else. “I tried to disconnect myself from it,” she said, which helped her think objectively and clarify her mission. When outsourcing isn’t an option, Baylee suggests seeking feedback from trusted peers or using AI tools like ChatGPT to generate fresh ideas and perspectives.
2. Define Your Why
“Why am I doing this? Who am I doing it for?” These are some of the questions Baylee typically asks of clients, but had never really gotten into herself. Rebranding isn’t just about visuals — it’s about clarity. Your mission, values, and audience should guide every decision. This introspection became her compass, ensuring every branding decision was intentional and aligned. We tend to skip this step, assuming we know ourselves best, so why take the time? But being to articulate the depth of your business is something that takes time, even for personal brands.
3. Find Inspiration Internally
Put Pinterest on hold and begin by looking inward for inspiration. Studio 71’s aesthetic draws heavily from Baylee and her husband’s shared love for 70s design, from furniture to fashion. Incorporating personal yet timeless inspirations helped create a brand that feels authentic and distinctive. Instead of looking at what 'everyone' in your industry is doing, start with what makes your brand distinct. Brands built on comparison feel misaligned in months.
4. Create Breathing Room for Ideas
Rebranding while managing a business (and kids) meant Baylee couldn’t devote uninterrupted days to brainstorming. Instead, she allowed ideas to simmer. “Some of my best ideas came when I was doing dishes or on a walk,” she shared. Creativity needs space to breathe and take shape.
After the Rebrand
Now that Studio 71 is established, Baylee feels more aligned and inspired. The creative itch? Gone. “I love our brand,” she said. “And I love the kind of content I get to create with it.' Her advice to others considering a DIY rebrand: start with strategy. “Once you have your brand strategy down, it’s like you’re a whole different person,” she explained. Knowing your audience, mission, and vision makes decisions about colors, fonts, and logos infinitely easier.
The Gist––
• Listen to Your Gut: If your brand doesn’t resonate with you, it won’t resonate with your audience either.
• Be Strategic, Not Impulsive: Take time to evaluate whether rebranding is a whim or a genuine need.
• Ask the Tough Questions: What’s your mission? Who is your audience? What makes your brand unique?
• Seek Fresh Perspectives: Whether it’s friends, a designer, or an AI assistant, external input can bring clarity.
• Create a Brand You Love: Your excitement for your brand will be contagious.
Creative clarity is our specialty– if you're hitting a wall or can't find clarity in the thousands of ideas swarming your mind, book a Backpocket Creative call with our Creative Direction, Anna, to get a thought partner on whatever creative problems you're facing.
