Brand Repositioning: Staying true to who you are

Every brand hits that moment: what got you here won’t get you there.

I was part of a team that reached that point. We had big ambitions, bold ideas, and a clear sense we’d outgrown the story we were telling. But on paper, and in the minds of talent, partners, and even the industry, we were still seen as a one-hit studio.

That tension forced a reset.

What followed wasn’t a rebrand. It was a strategic shift in how we positioned the company internally and externally. And it showed me one thing clearly: brand repositioning only works if it moves beyond the marketing team.

The company had seen explosive success off the back of one iconic IP. It built the business. It shaped the culture. It opened doors to new markets and media.

But as new ideas, products, and audiences started taking shape, we realized the corporate brand was lagging behind. It was still selling yesterday’s story - safe, familiar, narrow. Meanwhile, inside the company, the energy had already moved forward.

To shift the positioning, we started with questions, not answers:

* What defines us beyond our most famous product?

* What do we actually believe in?

* Why do we do what we do?

And here’s the thing: it wasn’t just a leadership exercise. People across departments and disciplines got involved. It became a company-wide moment of clarity.

We stopped defining ourselves by output, and started positioning around "the act of creation itself". That mindset change unlocked everything.

This wasn’t just about how we looked to the outside world. It was about what people saw when they looked inward.

Because if your own team doesn’t believe in your brand, no campaign will save you.

That’s where the employer brand came in. Not as a layer on top of the rebrand, but as the connective tissue. The cultural lens that made the repositioning real. It started showing up in hiring conversations. In internal rituals. In leadership decisions. That’s when it stopped being a brand project and became a business transformation.

Only after the strategy was clear did the visual identity follow.

The logo didn’t need to be thrown out, it needed to evolve. Sharper lines. A lighter font. A color system with more edge. Subtle cues, but powerful signals of a company stepping into its next era.

This wasn’t a brand looking back at what worked. It was one ready to move forward, but taking care of the earned equity.

Games were still at the core. That didn’t change. But the repositioning gave space to explore new genres, tones, and audiences, without losing what made the company distinct.

The original promise remained intact. But now there was permission to stretch.

That’s what a strong corporate brand does: it protects your legacy while making room for the future.

Looking Back: What Made the Shift Stick?

Rebrands are easy to spot. But few stick. This one did, because it wasn’t driven by trends, taste, or even pressure from the top. It was built from the inside out.

If your positioning doesn’t change how people act internally, it’s just words.

If it does, it can change everything.