Frequently Asked Questions


All Topics
Our Services
About Us
Working with us
Our Services
About Us
Working with us

What’s the difference between a brand refresh/revitalisation and a rebrand?

A brand refresh or revitalisation involves updating your brand identity and visual direction while keeping your brand/company name. We may also retain or refresh your tagline, depending on your business strategy and the strategy we develop. In contrast, a “rebrand” entails changing both your image and name.

What is the typical budget range for a rebrand or brand refresh project?

As a custom-tailored service, the budget for a rebrand or brand refresh project varies based on factors such as company size (including locations, employee headcount, and turnover), target clients, and the extent of support needed for the rollout. Generally, our clients invest between $35-55k for Phases 1-4 (Discover, Define, Develop, Design). Keep in mind that every project is unique, and we’re happy to discuss your specific needs to offer a more accurate quote. Learn more about our process here.

How long does it take to refresh my brand?

The timeline depends on factors like the length of the discovery phase, your leadership team’s availability for workshops and internal reviews, and the scale of the brand rollout. We recommend allowing 4-6 months from start to brand launch.

Do you offer Brand Naming?

Yes, we’ve developed names for nearly 30 brands. Brand Naming is part of our 3rd Stage – Develop. You can view a selection of Naming projects here.

Do you build websites?

Yes we do. But only for select clients. Our primary focus is brand strategy and design and typically a company’s most valuable brand asset is their website. So, it makes sense for us to have strong competencies in designing and building websites.

What should I budget for a new website?

It really depends on the size, complexity and functionality. Most of our websites range between $20-80k.

What website Content Management Systems (CMS) do you use?

We predominantly use WordPress for its accessibility and ease of updates. We can also work with Shopify, Squarespace, and Webflow.

How much for a logo?

Logos are a component of your Brand Identity, often serving as your brand’s unique identifier. It’s part of our fourth stage (Design) when working with clients, following a robust Discover, Define, and Develop process. In short, we don’t quote logos as a stand-alone offering; they form part of a much more holistic solution.

What does the ‘DSR’ in ‘DSR Branding’ stand for?

DSR represents Dan’s initials – Daniel Stephen Rowell. We promise, we’re much more creative in naming our clients’ businesses than Dan was with ours.

What’s with the ‘Underdogs’ angle?

People just get it when we use the term ‘Underdog’ to describe a great business that lacks a little polish. For years, we’ve used terms like ‘Challenger’ or ‘Aspirational businesses,’ but ‘Underdog’ truly captures the essence of our ideal customer. Plus, who doesn’t love an Underdog story?

Do you work with companies who’d fit into the ‘Top Dogs’?

Yes, once we’ve helped transform them from Underdogs. Often, we assist with ad hoc marketing, high-value client design projects, creative work for marketing campaigns, website refresh projects, and client gifts. It’s rare that a Top Dog would engage our services for a significant branding project unless they were launching a new brand or entering a new market.

Are you B2B-focused?

Yes, most of our clients are B2B (business-to-business) companies. However, that hasn’t stopped us from completing extremely rewarding and well-received B2C projects, such as Pomona Distilling Co. and Brill Coffee.

Do you work with start-ups?

We don’t often work with start-ups, especially those pre-capital raise. In these cases, start-ups are typically better off with a freelance graphic designer to create a Minimum Viable Brand (MVB) – a brand identity that’s good enough to help them make some initial progress and validate their concept. That said, if a start-up’s brand and positioning play a crucial role in their launch and they’ve secured funding, we’re more than happy to get involved.

What happened to your podcast?

Dan became a dad, and the time he previously spent planning, recording, and editing podcasts was redirected to his family. However, we do plan to revive the podcast in the near future.

Do you offer Internships?

Yes, we certainly do. We typically collaborate with tertiary education programs, such as QUT’s Internship programme and Shillington Design College. If you’re interested in an internship with us, please email your CV, cover letter, and portfolio to

Are you hiring?

While we’re not actively hiring at the moment, we’re always keen to connect with skilled creatives. Feel free to send your CV, cover letter, and portfolio to, and we’ll keep you in mind for future opportunities.

The world loves an Underdog story, so do we.
Let’s work together and create our own.

Get in touch