Communication Consultancy and Strategy, Website Architecture Design, SEO Content Strategy, Branding & Communication Design, Identity & Logo Design, Photography, Print Design.


After fifteen years in IT, Abletech’s business had become far more sophisticated and successful than their simple logo would have you believe. Having never fully developed their brand, they knew they needed a more comprehensive identity that reflected their true value. They also needed a new website to demonstrate they were tech savvy and marketing smart. But how far should they go? Rename? Rebrand? Or just refresh? Wonderlab was there to guide them through a positive process to an outcome that excited both clients and their team.

The objectives

Align the brand development to reflect external audience expectations, and internal growth aspirations.

The goal

Redefine the company’s ‘why?’. Reflect the company’s aspirations. Then look and see if the brand needs refining, refreshing or redoing.

The process

Collaborative workshops and surveys provided an outward focussed set of company visions and values, a defined set of customer personas, and a resolved future brand proposition.

The deliverables

Leverage the recognition and goodwill for the existing company name, but create a completely new brand identity look and feel. Apply this brand thinking across all business collateral, communications, website and digital presence. 


"A huge amount of mahi by all involved, and a stunning outcome!" Jaron Marsh, Abletech Business Development Manager

New brand (same name)

The brand now credibly expresses Abletech’s ‘why’ and their unique personal approach in an impersonal industry.

New website

The new website not only looks the part, but it is structured for efficient SEO and Google rankings.

New clients

Abletech can now confidently market themselves as the innovative and personable company they have always been. Fresh presentations are helping garner fresh new clients.

I felt it was a truly collaborative effort where we were gently guided and challenged, with a common goal of producing a great outcome. It did make us question who we are, why we do things the way we do things, what our unique value proposition is, and what our ideal client engagement would be. We designed into that future, with respect for the past but without being shackled to it. The process and the timing were incredibly valuable and we are all very pleased with and proud of the outcome.

Michelle Harvey, Group CEO, Abletech and Address Finder

The Wonderlab long read on: Branding design

Deciding whether to rename, rebrand, or refresh your company brand design? Here’s our thinking.

In today’s competitive market, it’s essential to ensure that your company stands out from the crowd. Having an effective brand that resonates with customers and gives them a clear idea of what your business is all about is a vital part of achieving success. But as times change and markets evolve, it may be necessary to make changes to your branding design and strategy in order to keep up with the times. In such cases, you have three main options: renaming, rebranding, or refreshing.

Here are some things to consider when deciding which action is best for your business: 

– Understand Your Current Situation: Consider where your current branding strategy has taken your company. Have sales or awareness increased since its implementation? Do customers understand who you are and what you offer? If not, perhaps a refresh is in order.

– Consider Your Goals and Objectives: Before making any changes, take time to define your goals and objectives. What do you want to achieve with your new branding? Are you looking to increase visibility or attract a new customer demographic? Knowing your desired outcome can help you determine if renaming, rebranding or refreshing would be the most effective way to reach it. 

– Assess Your Competitors: Analyzing the competitors in your industry can provide invaluable insights into what works and what doesn’t in terms of marketing and branding. Looking at their strategies may help you shape yours and inform your decision on whether to rename, rebrand, or refresh. 

– Think About Your Audience: It’s essential to think carefully about who your target audience is and how they would react to any changes you make. Doing market research and gathering feedback from existing customers can give you valuable insight into what they would respond best to. 

– Conduct an Audit of Your Assets: An audit of your company assets can help identify any areas that need improvement or updating. This includes everything from your website and logo design to your color scheme and tagline. Measuring the effectiveness of each asset can help you decide which ones need to be replaced and which can remain unchanged. 

– Research Available Options: Once you have assessed your current situation, decided on your goals and objectives, analyzed your competitors’ strategies, considered your audience, and completed an audit of your assets, it’s time to research the available options. Brainstorm ideas for renaming, rebranding, or refreshing, then review any potential legal implications before making a final decision. 

Ultimately, there are no hard and fast rules when it comes to deciding whether to rename, rebrand, or refresh your company branding design. It’s important to weigh the pros and cons carefully before taking action, and assess the impact each option could have on your business in the long-term.