How do you rebrand a company without erasing its legacy?
You evolve its story—without losing its roots.
Penn Schoen & Berland (PSB) built its reputation in political campaign strategy but had long since expanded into a full-service research and insights agency. The challenge? Despite a diverse client portfolio and the departure of its founders, the brand was still seen as tied to Washington politics.
We worked with leadership to craft a new strategic brand direction—one that reflected PSB’s evolution while honoring the credibility of its political heritage.
This wasn’t just a logo refresh—it was a strategic shift. By educating stakeholders, integrating continuous feedback, and reinforcing the value of the branding process, we built trust and alignment at every stage. The result? A modernized identity and tagline that truly captured the PSB of today.
The impact went beyond design.
• High client buy-in from leadership and stakeholders.
• Scope expanded—we led the brand’s rollout across North America.
• A rebrand that redefined PSB without losing what made it strong.
New look. New era. Same foundation of trust.
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ROLES:
Creative Direction
Brainstorm Facilitation
Presentation