It can be scary to change anything about a long-established, well-loved brand. But when done right, the rewards far outweigh the risks. Grafik's recent rebrand of Demosphere, a Virginia-based company with a 30-year track record in sports team management technology, shows that evolved, modern brands resonate with both longtime customers and new ones.

In this episode, Demosphere's President discusses the creative process and the company's new mantra: "The Team Behind Team Sports."