A Strategic Rebrand Done Right: What Marketers Can Learn from SBS Comms’ Glow-Up

In the fast-paced world of modern branding, evolving your image isn’t just a vanity play—it’s a strategic move. And in 2023, few agencies captured the essence of a smart rebrand quite like SBS Comms (formerly Strange Brew Strategies). Their recent transformation offers an inspiring playbook for any company rethinking how to tell their story in a changing media and cultural landscape.

At 829 Studios, we work with brands across sectors to elevate their voice and visual identity, and SBS’s recent reintroduction checks all the boxes. Let’s break down what they did, why it works, and what your brand can take away.

Branding That Reflects the Work Behind the Curtain

From their floating DVD-style logo to their 2023 site relaunch, SBS leaned into a bold truth: what got them here wouldn’t get them there. The new brand brings forward the personality, depth, and diversity of their team and client work, without losing the quirky spirit that’s always defined them.

With a dynamic gradient palette and a logo that mirrors the constantly shifting media environment, the new SBS Comms is part creative lab, part cultural signal. It’s not just a look, it’s a reflection of how they operate.

Your Takeaway: If your brand visuals haven’t kept pace with your service evolution, it’s time to realign. A strategic rebrand should feel like your future, not your past.

Positioning That Communicates Growth Without Losing the Core

SBS has always thrived in the deep-tech space, and their new positioning doesn’t stray from that. It expands on it. From AI and advanced manufacturing to gaming and Web3, they’ve grown into new verticals and bigger brands without losing their challenger energy.

Their recent wins? Runway on TIME 100, a Fortune profile for Bessemer Venture Partners, and a client roster that now includes Vercel, Flashbots, Red Cell Partners, and AIRCO. Their rebrand reflects this new tier of impact, while staying playful, optimistic, and sharp.

Your Takeaway: Your brand identity should grow with your reputation. Evolving your visual and verbal brand to meet the moment is how you move from promising to proven.

A Brand Ecosystem Built for Scale (and Culture)

This wasn’t just a logo swap. SBS’s transformation included a full-funnel evolution, from their website experience and internal programs like their Fellowship and media mentorship tracks, to community-driven events like NIGHT MOVES and the launch of Briefing Notes, their own media trend series.

They’ve even built a scalable, cost-effective offering, OnBoard, to help early-stage startups tap into tier-one media without the enterprise price tag. That’s smart, structured growth without losing agility.

Your Takeaway: Think ecosystem, not campaign. A rebrand done right connects every touchpoint, from how you speak to the market to how your team engages, hires, and delivers.

The Power of Nostalgia, and Knowing When to Move On

SBS didn’t shy away from their roots. They poked fun at their “embarrassing first logo,” reflected on early wins with GitHub and Relativity Space, and gave their past identity a proper sendoff. Then they stepped forward with confidence.

Their new identity isn’t a rejection of their past, it’s a celebration of their evolution. That’s brand storytelling at its best.

Your Takeaway: Transparency + transformation = trust. Audiences respect brands that own their journey and show up boldly for what’s next.

Final Thoughts: Bright Brand Futures Start with Honest Reflection

SBS Comms’ rebrand is a standout example of how agencies, and brands at large, can evolve in a way that feels strategic, creative, and unmistakably them. At 829 Studios, we believe your brand should work just as hard as you do—and reflect where you’re headed, not just where you’ve been.