“Panic mode: You’ve just received the brand you hired for your business and… you hate it. Now what?”. We know how long you’ve been waiting for this moment. There’s so much anticipation around the brand delivery, especially when you’ve invested time, energy, dreams, and money. But sometimes, disappointment hits. And along with it, a storm of emotions. Our advice? Take a deep breath. One rejected presentation doesn’t mean everything is lost.
“Every disappointment is a hidden invitation to start over with more truth.”
Unknown Author
Actually, the opposite: when a proposal is rejected, it becomes part of the creative process, a valuable key to open new paths. At our studio, 90% of our Beloved Brand presentations are approved right away. That makes us proud and confident in the methodology we’ve been carefully building since 2008. Still, in every ten projects, one needs adjustments. And that’s perfectly normal. So, we want to offer a few tips to help you move through this moment without unnecessary suffering. Let’s go?
1 – Don’t panic
First step: stay calm. Breathe. A presentation is not the end, it’s just a starting point. 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. And that’s okay. 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 an invitation to investigate further, listen more carefully, and find the right fit.
That’s what happened with the classic pilates studio Amis. The first version of their brand wasn’t approved, because the visual elements didn’t match the brand strategy. But among the options explored in the process, there was one path that resonated much more with the founders. We leaned into that new direction and the result was a Beloved Brand that truly reflected the soul of 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. The stakes are high, and the investment is big. 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 very common for an apparent rejection to actually contain several hidden approvals, they just get overshadowed by the emotional impact of the moment. The key is to look gently and carefully: what exactly didn’t work? And 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. That’s why, when a project doesn’t meet expectations right away, small tweaks are often all that’s needed. 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 “this isn’t aligned with our strategy” 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, thoughtful feedback can unlock real progress. Expressing concepts that didn’t connect with the strategy is an essential step to move forward constructively.
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 fun, joyful, and 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?” Sometimes, what’s needed isn’t a complete change, just a new way of seeing things.
+ Also Read – How Is a Brand Strategy Born? Our Step-by-Step Methodology
Conclusion
Rejecting a brand proposal can be painful, the expectations are high. But it can be part of the journey. The first step is to breathe, stay open, 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 unexpected 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 powerful, meaningful brand. But if you feel the team isn’t the right fit, take a good look at the contract and clarify your next steps.
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!