---
title: Brand Identity Upgrade Process
type: article
created: '2025-10-09'
updated: '2025-10-09'
source_docs:
- raw/2025-10-09-team-stand-up-93006603.md
tags:
- branding
- brand-identity
- a2b
- design
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Brand Identity Upgrade Process

## Overview

A complete brand identity upgrade is a significant design engagement that goes beyond a logo review or visual refresh. It encompasses a full overhaul of a client's brand system and is typically scoped as a one-week deliverable for the design team.

This process was first surfaced explicitly during the [[meetings/2025-10-09-team-stand-up|2025-10-09 Team Stand-Up]], when a complete brand identity upgrade for [[clients/a2b/_index|A2B]] was assigned to Yashwant Khare with a one-week deadline.

---

## Scope

A complete brand identity upgrade is distinct from a logo review or branding audit. Key characteristics:

- **Full system overhaul** — not limited to logo; encompasses visual language, typography, color, and brand guidelines
- **Assigned to a single design lead** — ownership is clear and centralized
- **One-week turnaround** — treated as a focused, time-boxed sprint
- **Tracked in ClickUp** — tasks are created and assigned before the sprint begins; assignee should confirm visibility in ClickUp at kickoff

---

## Process

1. **Assignment** — Project lead (e.g., Mark) creates the task in [[tools/clickup|ClickUp]] and assigns it to the design lead with a deadline
2. **Confirmation** — Assignee confirms they can see the task in ClickUp during stand-up or via Slack
3. **Execution** — Design lead works independently through the brand system deliverables within the one-week window
4. **Review** — Output is reviewed by the project lead and/or account manager before client delivery

---

## Known Engagements

| Client | Assignee | Deadline | Status | Source |
|--------|----------|----------|--------|--------|
| [[clients/a2b/_index\|A2B]] | Yashwant Khare | ~2025-10-16 | Assigned | [[meetings/2025-10-09-team-stand-up\|2025-10-09 Stand-Up]] |

---

## Notes

- During the 2025-10-09 stand-up, there was a brief clarification needed between a "logo review / branding review" and a "complete brand identity upgrade" — these are not the same scope. When assigning, be explicit about which is intended.
- Tasks should be visible in ClickUp before the stand-up ends so the assignee can confirm receipt in real time.

---

## Related

- [[clients/a2b/_index|A2B Client Page]]
- [[tools/clickup|ClickUp]]
- [[meetings/2025-10-09-team-stand-up|2025-10-09 Team Stand-Up]]