Imagine a company is expanding globally and discovers that some key elements of its visual identity (such as colors, symbols, or typography) do not translate well or even carry negative connotations in new markets. How would you approach auditing, adapting, and rolling out an updated brand system while keeping the brand recognizable?

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VirtualInterview.AI · Accepted Answer

This happened when I worked with a fintech expanding into APAC and LATAM. Our primary color had negative cultural associations in two key markets, and a symbol in the logo mark resembled a local political party icon.

First, I partnered with local marketing leads and a cultural consultancy to run a visual audit: we tested colors, symbols, and typography with ~80 users across 4 markets using unmoderated tests and interviews. We identified what had to change and what was core equity (shape language, motion style, tonal range of color).

We created a revised palette with regional variations and an updated symbol that preserved the overall silhouette, then A/B tested it against the original. Brand recognition stayed above 85% while negative associations dropped by 60%.

For rollout, we phased it: digital first, then physical. We shipped localized brand kits, a migration playbook, and office hours to help regional teams adapt assets within 6–9 months.

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