2026 EO Rebranding
Leading EO's company-wide rebrand: questionnaire program, weekly concept reviews, art direction. In progress.
- Client
- EO Studio
- Year
- 2026
- Role
- Rebrand lead, art direction
- Status
- In progress
Problem
EO's visual identity had drifted apart across its channels and products, and the working design system was derived from one product's website rather than from the brand itself. In June 2026 the company committed to a full rebrand. I lead it, working with an external brand designer and the in-house team. It is unfinished; this page shows the process, and there are no visuals here because an in-progress rebrand's drafts are not mine to publish.
Participation before pixels
The first deliverable was not visual. I wrote a brand-identity questionnaire and sent it individually, each person with their own document, to more than ten senior and lead staff across teams, then chased completion and compiled the responses into the brief. The reasoning: a company-wide rebrand only sticks if the company feels it participated in it, and the compilation is what the visual work now answers to.
Direction
From the compiled brief we locked three brand missions and chose a primary visual direction, splitting a bolder second concept off for IP and goods rather than letting two ambitions fight in one system. The process runs as weekly concept reviews, each one minuted. The clearest art-direction decision so far came mid-flight: when a concept round drifted too idiosyncratic to carry a whole company, I reset it, anchoring to the tone of well-resolved Silicon Valley brand systems and repositioning the mascot, characters and icons as the accent rather than the base.
Status
The visual concept is targeted for mid-August 2026. This page will carry the shipped system when there is one; until then it stays a process account, because implying completion would misrepresent the work.