In cybersecurity it is usually triggered by a pivot, a funding round, or a proposition that has outgrown the brand built for the original product. Rarely by boredom, whatever the internal conversation sounds like.
What actually drives the cost#
Mostly how much has to be decided rather than how much has to be designed. A company that knows who it serves and what it removes is running a design project. A company still arguing about that is running a strategy project with a design deliverable attached, and that is the more expensive shape. Five incremental redesigns in two years is usually the sign that the argument was never settled.
Has your business outgrown its brand?
Send us the current one. We will tell you what is worth keeping and what has quietly become the wrong story.