Rebranding Our Own Agency: An Exercise in Empathy

“A brand is not what you say it is. It’s what they say it is.” — Marty Neumeier

There’s a moment in every relationship where you realize something needs to change. Like living in a house you’ve outgrown- the rooms feel cramped, the layout no longer works for how you live, and every day you bump into reminders that this space wasn’t designed for who you are now. That’s how we felt at Gecko. We’d been living in our brand for 30 years, and while it had served us well, we’d simply outgrown it.

We started as Gecko Designs, named after our founder’s pet gecko, and for years that name told our story perfectly. But three decades is a long time in this industry. We’ve evolved. We’ve grown. The “designs” in our name became increasingly insufficient to capture the breadth and depth of what we do. Yes, design remains a focal point – it’s in our DNA – but now we do so much more. Video production, photography, strategic planning, and especially complex websites and web apps. We weren’t just designing anymore; we were solving complex challenges for increasingly prominent clients who needed a partner, not just a vendor.

So we became Gecko Agency.

Simple, right?

Not exactly.

When Theory Meets Reality

We actually started this rebrand once before. Got partway through, shelved it, and walked away. But like that house that doesn’t quite fit, the discomfort doesn’t go away just because you ignore it. Eventually, we picked it back up because we knew – we felt – that we couldn’t move forward authentically without this change.

What we didn’t anticipate was just how deeply we’d feel the same challenges our clients face when they embark on a rebrand. We preach the gospel of data-driven decisions, audience-centered thinking, competitive positioning, and strategic clarity. We coach clients through difficult conversations about letting go of what’s familiar in favor of what’s right. We guide them to separate personal preference from what will actually resonate with their audiences.

And then it was our turn.

Suddenly, we found ourselves in way more rounds of revisions than we’d ever recommend to a client. We had to have the same difficult conversations with ourselves that we facilitate for others. We had to coach ourselves through our own process: Keep personal opinion out of this. Stay rooted in audience behaviors and perceptions. Trust the strategy, even when it feels uncomfortable.

The irony wasn’t lost on us. Here we were, a 30-year-old agency with deep expertise, struggling with decisions that should have been straightforward. But that’s the thing about branding. Even when it’s supported by data and decades of experience, the process is still deeply personal. A brand isn’t just a logo or a color palette or a tagline. It’s how you present yourself to the world. It’s the summation of a thousand tiny decisions about who you are and what you stand for.

The Breakthrough

But then something shifted. The more we pushed through those difficult conversations, the more clarity we gained. The agonizing gave way to momentum. Alignment emerged where there had been hesitation. And suddenly, we weren’t looking back anymore. We knew with absolute certainty that this was 100% right.

The Gift of Empathy

Going through our own rebrand has been the greatest professional gift we could have given ourselves – and, by extension, our clients. Because now we don’t just understand what they’re going through; we’ve lived it. We know the anxiety that comes with making big decisions about your brand. We’ve felt the discomfort of letting go of something familiar, even when you know it no longer serves you. And we’ve experienced the profound relief and excitement when everything finally clicks into place.

When we nail a rebrand for a client now, we understand on a visceral level why their excitement is so palpable. It’s not just about having a new logo or a fresh website. It’s about finally feeling like your external presentation matches your internal reality. It’s about authenticity and alignment and the confidence that comes from knowing you’re showing up in the world exactly as you should be.

Welcome to Gecko Agency

So here we are. Putting up new decals with our new brand on the door outside. Flipping the switch. Ordering swag that we’re proud to wear. And more than anything, we’re grateful. For the journey, for the lessons, and for the renewed empathy it’s given us for every client who trusts us with their own brand transformation.

The house fits again. And we’re home.