Adam Taylor is a multidisciplinary designer, illustrator, and educator with more than 15 years of professional experience in Utah, Michigan, and Seattle. Throughout his career, he has worn many hats within the ever-evolving world of design, but his strongest affinities lie in strategic brand development, UI/UX, and illustration.

Adam also serves as a remote Assistant Professor of Graphic Design at Michigan State University, where he teaches courses on design tools, theory, and brand identity development. Outside of work, he's an occasional exhibiting fine artist, a novice dungeon master for a very patient group of friends, and a small-time local musician.

What you'll learn about in this episode:

• When to pursue a brand refresh or rebrand including outdated visual identities, poor digital performance, or falling behind competitors.
• The classical branding process: research, strategy, brand identity, touchpoints, and asset management.
• How organizations can approach rebrands incrementally by tackling different phases of the branding process over time instead of everything at once.
• Why research is the foundation of successful branding, guiding strategy, messaging, and design decisions.
• How to refresh brand positioning when messaging lacks clarity, value propositions are weak, or target audience shifts.
• Why new company or product launches require a strong brand story, clear positioning, and a distinctive visual identity.
• How mergers and acquisitions create opportunities to unify cultures, align offerings, and establish a shared brand DNA.
• Less common triggers for rebranding, including name changes, leadership transitions, and major market shifts.
• How brand strategy helps organizations win in the market by building authentic connections and creating long-term value.

Additional resources:

• Adam Taylor on LinkedIn
• Brand Naming by Robert Meyerson
• Josh's Podcast with Rob Myerson
• Just Enough Research by Erika Hall
• Josh Dougherty on LinkedIn
• Josh Dougherty's speaking site
• A Brave New's Website