Planning the Transition Sequence in Brand Renewal with Freelance Art Director

Approval of the new brand identity does not mean that the old materials are suddenly gone. While preparing a transition plan with the freelance art director, printed works in stock, digital channels and new productions should be evaluated together. An unplanned switch can present multiple brand views to the same customer.

Inventory old materials

List web pages, presentations, packaging, sales files and social media templates. Note the frequency of use, visibility, and renewal cost of each. Evaluate old files based on their actual use, not just the number of folders.

Give priority to customer contact

The main channels announcing the new identity may need to be updated together. Packaging or signage jobs with long production times should be planned earlier. The order of passage depends on production dependencies as well as visual importance. How the material in stock will be used should be clarified with the commercial decision.

Write the rules for the transition period

If there are areas where the old and new ID will remain together, determine the duration and usage limit. Separate archive and active files to prevent teams from accidentally using old templates. Update the calendar by checking each completed touchpoint.

Brief check before delivery

• Have active ingredients been listed?
• Were jobs with long production times planned early?
• Are old templates separated from the active folder?

Clarify scope with Selçuk Aker

While working with Selçuk Aker, you can evaluate these decisions within the scope of corporate identity design. For the first meeting, share existing files, usage environment, and target delivery date. Items to be protected in brand renewal completes this preparation.