The deck said “modern and timeless.”
The moodboard had grit.
The logo? Clean. Solid. Forgettable.

And then nothing changed.
Because it was never about the logo.

It was about the panic.
The lack of signal.
The refusal to say the thing everyone’s avoiding.

This wasn’t a rebrand.
It was an expensive silence in a slightly different font.

Founders: if you’re trying to say something real, you don’t need a visual identity first.
You need a point of view that lands like a gut punch.
You need language with teeth—the kind that bites when it’s ignored.

Brand work should convert.
Otherwise? It’s just decoration.

Read the full piece:
https://cryptojazzhands.substack.com/p/your-rebrand-didnt-fail-because-of

The deck said “modern and timeless.”
The moodboard had grit.
The logo? Clean. Solid. Forgettable.

And then nothing changed.
Because it was never about the logo.

It was about the panic.
The lack of signal.
The refusal to say the thing everyone’s avoiding.

This wasn’t a rebrand.
It was an expensive silence in a slightly different font.

Founders: if you’re trying to say something real, you don’t need a visual identity first.
You need a point of view that lands like a gut punch.
You need language with teeth—the kind that bites when it’s ignored.

Brand work should convert.
Otherwise? It’s just decoration.

Read the full piece:
https://cryptojazzhands.substack.com/p/your-rebrand-didnt-fail-because-of