In-House Perspectives: Rebranding Strategies

Presented by Paul Fast, Vincent Galante RGD and Tabatha Montagano, and Kevin Moran RGD and Linh Trinh. Moderated by Kathleen Scott RGD. (Top 10 webinars of 2021)



Working on a brand refresh or a complete rebrand for your company is an exciting opportunity, but there are many things to consider during the process. Have you done an audit of your current brand? Will this be a collaborative effort with an outside agency? Do you have an implementation plan? This webinar will look at the strategy and practical considerations behind going through a rebrand with your in-house design team.


Daring to Be Yourself: A Brand Case Study

Presented by Vincent Galante RGD, Head of Product & Design, and Tabatha Montagano, Intermediate Designer, at Yuhu

As a startup in an established market, it can be tempting to follow the crowd. After all, there's safety in numbers. But what do you do when a company's personality offers a refreshing alternative to the status quo? Fit in, or have the courage to stand out? In this case study, Vincent and Tabatha discuss how Yuhu, a PropTech startup in Toronto, channelled its inner voice to build a brand that challenges industry conventions and is true to its friendly and fun-loving personality.


Vincent and Tabatha share strategies for creating alignment and an appetite for change within a team, and how to build support across stakeholders. They will also talk about the steps they took to find their inner voice and develop creative that truly reflects Yuhu's personality.


About Vincent Galante RGD & Tabatha Montagano

Vincent is an experienced designer and design leader with a curious nature and a multi-disciplinary background. A tireless advocate for the value of design, he has a successful track record of leading high-performance teams that achieve excellence while having lots of fun. Tabatha gets giddy about designing thoughtful experiences that inject belonging and delight into the world of prop-tech. Her wide range of skills span brand, graphic and product design.


Lessons from hcma’s Rebrand

Presented by Paul Fast, Partner, hcma

In 2020, hcma's in-house communication design team created a new brand identity for the interdisciplinary design firm. The firm had undergone significant transformation since its founding in 1976, most critically, incorporating additional design offerings into what had been a traditional architecture practice. The goal of the rebrand was to move away from the stark, traditional visual conventions of the architectural world in favour of a warmer, more approachable look and feel rooted in moments of connection. Paul lifts the curtain behind a complete rebrand project, completed in-house during a global pandemic.  


- Why it's vital that the values and vision of a firm be reflected in their brand identity  

- The surprising role brand has to play in architecture 

- The challenges of an in-house rebrand, from the perspectives of both the client/partner and designer 

- The design process: how pushing boundaries and stepping outside comfort zones can be where the magic happens


About Paul Fast

As partner at hcma, Paul believes that transformative change can happen at any scale. He has led projects ranging from a children’s playhouse to large community recreation centres. Paul holds a Masters of Architecture from UBC and gained experience in Switzerland and Russia before joining hcma. He has lectured, presented and worked extensively in communities of all sizes across Western Canada. 


Tech Refresher

Presented by Kevin Moran RGD & Linh Trinh Provisional RGD, Kira Systems

In this webinar, Kevin will talk about the recent rebrand of software company, Kira Systems. It was founded in 2016 and in need of an evolved look. His internal team of four worked with the designers at Jacknife to establish a new logo, colour palette and type treatment. They then worked with motion animators and illustrators to help nail down an illustrative direction that matched the brand narrative and its mission and vision.



- Collaborating with an outside agency to help build a brand

- Working with a growing in-house team

- Communicating progress internally to important stakeholders

- Implementation of a company rebrand


About Kevin Moran RGD

Kevin is a designer and illustrator from Toronto, Canada. With over 10 years experience, he's had the opportunity to collaborate with a ton of brilliant minds at amazing brands and publications such as Molson Coors, Lindt Canada, Meridian Credit Union, Huffington Post, Rogers Communications, Fast Company, Spotify, and UberEATs.


About Linh Trinh

Linh is a visual communicator with a focus on brand identity design for the past 10 years, working for creative agencies, in-house teams, and also as a freelancer. She loves working with start-ups and small to medium companies on their brand idea and how they do things to live it up across touch-points with a more human, less corporate attitude.



About Kathleen Scott RGD

Kathleen is an award-winning designer with 15 years experience. For the past decade, she has been Creative Strategy Team Lead at Bruce Power where they deliver all things design, including a complete rebrand for the company in 2019. In 2017, they were honoured to be the design partner for RGD’s In-House Design Awards.