Why I Ditched My Old Brand (and Why You Might Want To As Well)
Every year, design studios pull the same move: rebrand with zero strategy, slap some new colors on their website, write a fluffy blog post about "evolution," and call it growth.
Groundbreaking stuff, really.
Here's the thing though. After over a decade of running my own business and watching way too many Phillies games, I finally realized I'd been doing the exact same bullsh*t. Logo redesign here, copy tweak there, but never actually putting real thought into what my brand was supposed to do.
So yeah, I rebranded. But not because I was bored or because some guru told me to. I did it because my business had outgrown my brand, and frankly, I was tired of the confusion it was causing.
This is the story of how Arc & Atlas came to be. And if you're sitting there wondering whether your brand actually works or just looks pretty on Instagram, buckle up.
When Your Brand Becomes Your Biggest Enemy
Let me paint you a picture of dysfunction. For years, I operated under my own name because that's what freelancers do, right? Personal brand, personal touch, personal everything. Very authentic. Very 2015. Except here's what nobody tells you: personal brands can become personal prisons. I built a great business with very minimal brand behind it, and it was immensely successful, even through COVID. But in 2023, things started going downhill.
I'd redesigned my logo only twice in nearly 15 years. Revised my copy more times than the Phillies have broken my heart. Each time thinking, "This is it. This is the one that'll make everything click."
Narrator: It wasn't.
Justin Mabee Design V3
Justin Mabee Design V4
My website showcased my technical Squarespace skills beautifully. What it didn't do? Explain why anyone should give a damn. I was so busy proving I knew what I was doing that I forgot to tell people what I could actually do for them. Classic mistake. Expensive mistake. Stupid mistake.
Last year, I shifted to offering shorter, more intensive projects. One to three days of focused work instead of months-long relationship therapy disguised as web design. Smart move, right? Efficient, profitable, less hand-holding. But my brand messaging was still stuck in the "let's take six months to really understand your chakras" world. Result? Confusion everywhere.
Clients who wanted quick solutions thought I was too boutique and precious, or to cheap to actually help them. Clients who needed comprehensive builds weren't sure I still did that work. I realized too slowly that I had niched myself down so far, that clients were waiting until they had everything ready to book with me. I was losing potential projects right and left, and sitting there feeling like I’d messed up again. That's when I knew something had to change. Or I'd go broke. Whichever came first.
Somewhere between the Eagles winning the Super Bowl for a second time (Go Birds!) and another Phillies season full of hope, I had my moment of clarity. I was sitting on my couch, scrolling through branding articles, when it hit me: I was tired of my own bullsh*t. Tired of the confusion. Tired of explaining what I actually do. Tired of a brand that felt like it was actively working against me.
I'll be honest: I asked Claude and ChatGPT to help brainstorm names. Judge me all you want, but at least I'm not pretending I came up with Arc & Atlas during some mystical creative vision quest. The inspiration was pure Philadelphia though. This city shaped who I am as a designer and as a person. The grit, the passion, the "we're gonna do this our way and if you don't like it, there's the door" attitude. I really embraced this 70s aesthetic that Gen Z has embraced wholly, and I wanted to carry that into my new brand.
Arc & Atlas felt right. The journey (arc) and the strength to carry it through (atlas). It was bigger than me, which meant it could grow beyond my personal brand limitations. So let’s dive into the actual strategy next.
Arc and Atlas Branding (by Rachel Leedom)
Building Something That Actually Works
This time, I was determined to do it right. Not just pretty, but purposeful. Not just trendy, but functional.
I wanted a brand that clearly communicated what I do, how I do it, and why you should care. I wanted potential clients to land on my site and immediately understand that I'm not just another designer who downloads templates and calls it custom work. The Arc & Atlas story became about helping businesses fall in love with their brand again through strategic, no-bullsh*t Squarespace design.
The rebrand wasn't just about making prettier pictures. It was about finally getting my sh*t together.
My old approach: "Look at all these technical things I can do in Squarespace! Aren't I smart?"
My new approach: "Here's how this will actually help your business grow. Here are the numbers to prove it."
Every case study now focuses on results, not just deliverables. Revenue increases, lead generation improvements, brand clarity gains. The stuff that actually matters when you're trying to run a business.
Arc & Atlas positions me not just as a Squarespace button-pusher, but as a brand strategist who happens to be really good at Squarespace. That broader positioning opened doors to projects combining graphic design, brand strategy, and web development. You know, the kind of work that doesn't make you want to bang your head against your desk.
The Return to What Actually Matters
Here's something interesting that happened during this process: I realized I missed the deep, custom work. The quick projects were fine, but they didn't scratch the itch of really getting to know a business and building something that could change everything for them.
The rebrand gave me permission to pivot back toward more comprehensive projects. With clearer messaging about my approach and actual results, I could attract clients who valued depth over speed. I want to get to know your business. Really know it. The good, the bad, the "we don't talk about that quarter" ugly. Then build something that'll help you fall in love with your company again. That takes time, strategy, and a level of customization you simply can't achieve with templated approaches or three-day design sprints.
Looking back, there are some hard truths about rebranding that most people gloss over because they're trying to be "professional."
All those logo redesigns and copy revisions I did over the years? I was basically rearranging deck chairs on the Titanic while calling it interior design. Without clear strategy, you're just making things look different, not better. Brand strategy has to come first. Then visual identity. Then implementation. Skip steps at your own peril.
Your brand isn't just how you look on Instagram. It's how you communicate, how you position yourself, how you attract the right clients and scare away the wrong ones. If your brand isn't actively helping your business grow, it's actively holding it back. There's no neutral here.
This rebrand wasn't about changing a name or following some trend. It was about finally aligning my business identity with my actual vision for the future. It clarified my messaging, attracted better clients, and reignited my passion for work that actually matters. If you're feeling stuck with your current brand positioning, or if your business has evolved beyond what your brand can support, maybe it's time to stop tweaking and start rebuilding. Not just a logo refresh or copy polish, but actual strategic transformation that moves your business forward.
Whether you need a complete rebrand or just want to elevate your existing Squarespace presence to something that doesn't suck, I'd love to help you build something that actually works.
Ready to fall in love with your brand again? Let's talk about creating something that moves your business forward instead of holding it back.
Want to see what strategic rebranding actually looks like when it's not just pretty pictures? Check out our case studies to see real results from real businesses that decided to stop playing it safe.
I’m Justin. I run a design studio called Arc & Atlas, based in Philadelphia.
I’ve got 15 years of design experience, building websites and brands people actually care about.
No templates, no bullshi*t, no “it’s good enough”.
I’m a Squarespace Expert, but first and foremost,
I’m a designer who loves creating cool stuff for great people that converts.
Fierce ally for the LGBTQIA+ community. 🏳️⚧️ 🏳️🌈 🇺🇦
I love sandwiches.
Let’s kick your business into the next gear.
Get in touch for a free review of your website.
arcandatlas.co
