“Panic mode: You’ve just received the brand you hired for your business and… you hate it. Now what?”. We know how much people look forward to the moment of receiving a brand project. There’s a lot of anticipation involved and then, finally, the brand you invested time, energy, dreams, and money into is revealed. But sometimes, disappointment hits. And along with it, a storm of emotions. What should you do? First of all, know that a rejected presentation doesn’t mean all is lost.
“Every disappointment is a hidden invitation to start over.”
Unknown Author
When a proposal is rejected, it becomes part of the creative process. At our studio, 90% of our Beloved Brand presentations are approved right away. That makes us confident in the methodology we’ve been carefully building since 2008. Still, in every ten projects, one needs adjustments. And that’s okay! So, we want to offer a few tips to help you avoid unnecessary stress when rejecting a project. Let’s go?
1 – Don’t panic
First step: remember that a rejected presentation isn’t the end of the road, it becomes part of the process. Behind every brand proposal, there’s more than meets the eye. The creative process involves many tests, explored paths, discarded ideas, and a final decision based on what seemed most aligned with your strategy. Sometimes, that choice is spot-on. Sometimes, not yet. It doesn’t mean the entire project is wrong, often, it just needs to go one step back and head in a new direction. In our experience, when a proposal isn’t approved, it’s not discarded: it’s helpful to find the right point.
That’s what happened with the classic pilates studio Amis. The first version of the brand included graphic elements that the partners didn’t approve. But among the options explored in the process, there was one path that resonated much more with the founders. We leaned into that other direction and the result was a fully approved Beloved Brand for Amis.
+ Also Read – Why We present a Single Brand Concept (Not Three Versions)
The first proposal for Amis wasn’t approved, and that opened space for an even more connected solution. See the full project.
2 – Separate the emotion from the essence
A brand identity can hit us right in the heart. That’s one of the reasons why we call our projects Beloved Brands. We often receive emotional messages when a brand proposal is loved and, understandably, intense reactions when it’s not. But it’s important to let emotions settle before making decisions. When disappointment takes over, it’s easy to focus only on what didn’t work. With some distance, you might notice many strong points in the proposal you initially rejected. In our experience, it’s common for an apparent rejection to actually contain several hidden approvals, they just get overshadowed by the emotional impact of the moment. It’s important to separate what didn’t work from what did work and deserves to be kept.
When we presented the Beloved Brand for Bangalô Ilhabela, the initial feedback wasn’t entirely positive. After talking it through, we discovered that the only real need was to adjust one of the colors in the palette. Everything else, the logo, symbol, graphic elements, applications, patterns, and more, had already been approved. Making that one color slightly more intense made all the difference for a perfect final result. In most cases, small tweaks are all that’s needed. Following the clients’ approval, the project was also recognized by our peers, the Beloved Brand project for Bangalô Ilhabela was selected for the Brazilian Design Biennial in the Brand Identity & Spirit category.
+ Also Read – How Does a Visual Identity Come to Life? Our Step-by-Step Methodology
One small detail made everything click in Bangalô Ilhabela’s Beloved Brand, chosen for the Brazilian Design Biennial. See the full project.
3 – Be specific about the problem
Phrases like “this brand doesn’t work” or “I didn’t like it” are hard to decode. They don’t help the design team move forward. Instead, try giving more specific feedback. Don’t just say “I don’t like the logo”. Try something like: “The logo feels too formal, we’re looking for something more warm and welcoming”. Clear, specific feedback is essential for moving the project forward.
That’s what happened with Super Vegan. We were redesigning their famous fox mascot and creating new animal characters. The first version wasn’t approved. So we went back, explored further, and found a much stronger solution: adorable, expressive, colorful characters full of personality. The final Super Vegan’s identity was true to the brand and it won a bronze medal at the Brasil Design Award for Packaging, and made the shortlist in the Illustration category.
+ Also Read – Brand Strategy: What It Is and Why Your Business Needs One
The new little fox from Super Vegan went through some tweaks, and came out award-winning. Photo: Carol Lá Lach. See the full project.
4 – Ask the right people for feedback
It’s not always easy to make a decision when there’s doubt about whether a brand truly reflects your business. And often, the people most involved, founders, partners, close collaborators, feel things more deeply. That’s completely natural. But in moments of uncertainty, it’s important to remember: your brand isn’t made just for those who run the business. Above all, it needs to speak to the right people on the other side, the people you want to connect with.
That’s why inviting a few people who resemble your dream clients to share their impressions can bring surprisingly valuable insights. A simple, heartfelt conversation, guided by open and neutral questions, can reveal genuine reactions and points of connection that might have gone unnoticed. Try not to offer your own opinion first. Instead, ask things like: “How did you feel when you saw this brand?”, “What stood out to you the most?”, “What kind of company do you imagine when you see this identity?” Seeing things from a different perspective, especially that of the people you want to win over, is a great approach.
+ Also Read – How Is a Brand Strategy Born? Our Step-by-Step Methodology
Conclusion
Rejecting a brand proposal can be frustrating, the expectations are high. But it can be part of the journey. The first step is to breathe, remember that this is can be part of the process and talk things through. Many times, what looks like the end is actually just a curve in the road. Naming what didn’t work, highlighting what did, and keeping communication open can lead to new solutions. Sometimes, all it takes is one adjustment. With solid methodology and mutual respect, a rejected proposal can become just one more chapter in the journey toward a Beloved Brand!
Have you ever been in this situation? Had to reject a brand proposal? We’d love to hear how things unfolded. And if you still need a brand, and want it to be a Beloved Brand, we’re here for you. Ask for a proposal and let’s create it together!