Should You Rebrand This September? Creative Community Weighs In

As autumn arrives, many creatives feel the urge to reinvent themselves, a phenomenon dubbed 'New Pencil Case Energy.' An anonymous creative writes to Creative Boom about the annual itch to rebrand, sparked by the back-to-school feeling, but questions whether it's productive or a distraction from daunting tasks like pitching. The article gathers advice from the community via Instagram and The Studio. Fantasy author and creative advisor Samantha Garner advises examining motives: are you moving towards growth or away from fear? Caroline Addison, founder of England's North, warns that creatives often tire of their brand before their audience does, citing reversed rebrands. Creative director Paul Leon suggests a 'refresh' rather than a full rebrand, comparing it to redecorating instead of rebuilding. Garner recommends a gradual approach: small changes now, test new directions for months, and pursue if excitement persists. Artist Paul Garland proposes launching a secondary brand or pseudonym to experiment without alienating current clients. Multidisciplinary designer Rikki Janae notes both staying and changing carry risks, urging honesty and commitment. The article concludes by advising readers to imagine themselves as a client to gain perspective on their own dilemma.