The creative crystal ball says, “It’s time for a change.” 5 signs a brand refresh is in your future

A destination marketing organization (DMO) brand is the emotional and visual identity that shapes how travelers, stakeholders, and residents perceive your destination. As a destination marketer, your brand is the story you tell, the feeling you evoke, and the promise you make to visitors and the community.

An online visual identity is often the first impression potential visitors get, so even the strongest brands need to evolve to stay exciting and relevant. If you’re wondering whether it’s time for a refresh, here are five signs your destination’s brand might be due for a strategic update — and crystal-clear ways the creative services team can help guide the way.
 

1. Stakeholder feedback is mixed or negative

If your internal teams, partners, or community members are expressing confusion or dissatisfaction with your brand, it’s a clear sign something’s off. You might hear conflicting interpretations of your brand’s message or notice that public perception doesn’t align with your destination’s identity.

A refreshed brand can unify messaging across departments and audiences, creating clarity and cohesion.

The creative crystal ball says: Our collaborative brand process will bring your stakeholders together to uncover shared values and build a brand that everyone can rally behind.
 

2. Your visuals feel outdated

Design trends evolve; what looked fresh five or 10 years ago might now feel stale. Outdated typography, color palettes, and photography styles can make your brand feel disconnected from today’s mobile-first travelers, especially in digital spaces. Modern branding embraces clean design, flexible systems, and digital-first thinking.

The creative crystal ball says: Our expert designers will craft visual identities that are timeless yet contemporary, ensuring your brand looks as vibrant and inviting as your destination feels.
 

3. You’ve undergone strategic shifts

Take a moment to ask yourself the following questions about your DMO:

• Has your destination expanded its target audience?
• Did your team adopt a new mission or goal?
• Has the destination pivoted toward sustainable tourism or new experiences?

If your brand doesn’t reflect these strategic shifts, it’s time to realign.

The creative crystal ball says: Whether you’re attracting a new demographic or repositioning your destination’s value, our team will ensure your brand reflects your current goals and future vision.
 

4. Your brand doesn’t reflect your community’s personality

A strong destination brand is rooted in place. It captures the spirit, culture, and uniqueness of your community, and creates a sense of pride among residents. If your brand feels generic or disconnected from what makes your destination special, it’s missing the mark.

The creative crystal ball says: Our immersive approach includes stakeholder interviews, site visits, and deep research to uncover the authentic stories and assets that define your destination. Your brand will feel true to your community and resonate with travelers.
 

5. You’re launching a new website or campaign

A new website or major campaign is the perfect moment to refresh your brand. Bundling brand and web design ensures consistency across platforms and maximizes your investment.

The creative crystal ball says: Our industry-leading integrated services will streamline the process, aligning your visual identity, messaging, and digital presence for a cohesive and compelling experience.