What a post-rebrand brief actually looks like

May 2026

In November last year, Ziggo called us.
They had just finished a rebrand. New identity, new visual language, fresh start.
And one open question: what does this brand actually look and sound like online?

The brief was short. Show us what this could be. Copy, visuals, tone. All open.

That kind of brief sounds exciting. And it is. But it also means you have nowhere to hide.

When everything is possible, you have to decide what is actually worth doing.
And that first decision is harder than any constraint a client could give you.

We started with the obvious.
Relatable Dutch situations. Gaming. Working from home. Streaming.
People doing recognisable things with their connection. That territory made sense for Ziggo and we went deep into it.

But we also kept asking: what if there are no people?
What if the brand does the work without a lifestyle shot in sight?
Harder to pull off. More interesting when it works.

At the same time we were training models on Ziggo's new visual style,
generating AI assets that stayed on-brand while getting somewhere a traditional production schedule could not reach in time.

Here is what I notice every time we use AI in a client project.
The output is only as good as the thinking that goes into the brief. A vague creative direction produces vague images.
A specific one, with material choices, mood, composition logic, what you do not want as much as what you do, produces something worth looking at.

Same as any other briefing process, really. Just faster and stranger.

We were also working with Brothers & Sisters London in parallel on out-of-home directions.
Three workstreams running at once, all trying to answer the same question from different angles.

Ziggo picked 10 concepts for a phased launch in February. Real audience response shapes what comes next.

Post-rebrand is an interesting moment to work with a brand.
The identity exists but the behaviour is still being figured out. The tone, the humour, the way it moves.
That is what needs discovering.

If your brand is in that moment right now, mail jordy@studioyukon.com.