Rebranding with Intention: The Diagonal Media Way

Rebranding isn’t just about a new logo or color palette; it’s about crafting a visual and verbal identity that resonates with who you are and where you’re going. At Diagonal Media, we approach rebranding as a strategic, collaborative journey that fuses research, design, storytelling, and digital integration.  

Our recent work with orthopedic surgeon Dr. Alana Munger offers a clear window into that process. In a conversation with members of our team who worked most closely on the project, Motion Designer Joe Lopez and Motion Designer & Creative Technologist Desmond Du, we explored what went into shaping her new brand from the ground up. 

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1. Discovery & Research: Starting with Story

Every successful rebrand begins with deep listening.

We kicked things off with a thorough discovery session, a 1-hour call diving into Dr. Munger’s background, profession, personality, and goals. Who is she at her core? Who does she want to reach? What makes her different?

We spent time understanding her target audience and conducting a market analysis to define her position in a crowded space. This foundation ensured that every visual decision was rooted in strategy, not guesswork.

We carry this collaborative framework throughout the entire process, ensuring Dr. Munger is aligned at each step of the way. 

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2. Concept Development: Exploring Identity Through Design

From there, we translated our findings into three distinct stylescapes: these are visual mood boards that explore possible directions for tone, color, typography, and energy for the brand.

Once Dr. Munger chose a direction, we moved into iterative logo development, using both traditional design tools and AI tools like MidJourney for creative inspiration. The final logo wasn’t just stylish, it carried symbolic meaning that connected to her personal story. 

We also created a range of visual mockups to help her see how the branding would show up in real life: on packaging, on her website, and across digital platforms.

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3. Motion and Web: Bringing the Brand to Life

We believe brand identity should move, literally.

With the visual toolkit in place, we then begin to develop bespoke motion graphics and video assets using the branding elements. 

For the website, we opted for the user-intuitive platform Wix to enable Dr. Munger to independently maintain her updates. The site became the digital home for her brand: connecting her story, her podcast, and her offerings in one cohesive space.

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4. Partnership-Driven Process

We keep our client closely involved throughout the process. Regular check-ins and clear explanations of design choices ensured she felt heard and wasn’t overwhelmed.

We see every rebrand as a collaboration. Our job isn’t just to deliver beautiful design, it’s to guide, clarify, and co-create.

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5. Preparing for a Rebrand: What Clients Should Know

If you’re considering a rebrand, here are a few key things to have in place:

• A clear reason for the rebrand (e.g., brand confusion, low engagement, or a major pivot)
• Defined expectations around outcomes and ROI
• A sense of what partnership looks like: how often you want updates, how involved you want to be, and what success looks like

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Helpful questions to ask your creative partner:

• What’s your turnaround time?
• How often will I see updates?
• What deliverables and formats will I receive?
• How will my brand stand out from competitors?
• What else can you support beyond the rebrand?

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6. Final Thoughts: What We’re Building at Diagonal

Branding isn’t just a service, it’s an experience.

At Diagonal Media, we’re continuing to expand our offerings to include not just brand strategy and design, but also branded motion, content, and digital storytelling. Our goal is to become not just a vendor, but a long-term partner in growth.

We’re building a repeatable, high-touch process that centers the client’s voice and vision, while pushing creative boundaries. If you’re looking to reimagine your brand, we’d love to be part of that journey.

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Let’s connect.

Whether you’re just beginning to explore a rebrand or are ready to dive in, reach out to connect. We’re here to help you tell your story, with clarity, power, and heart.

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