Zac Suvalko of Studio 024™ on rebranding and the parallels of brand identity to dressing

Zac Suvalko of Studio 024™ delves into our rebrand, the rationale behind his process and his interpretation of our work within the circularity space. Zac also discusses rebranding, what the exercise is and isn’t, and why purpose is a vital element in drawing attention to and aligning your organisation’s mission to better meet your customers’ needs.

Tell us about the rebrand, can you take us through your process and the foundation of Common’s new look?

Absolutely! The rebrand was triggered by the name change from Koha to Common. While the company’s core values stayed the same, the brand needed to evolve to better reflect them. We saw this as an opportunity to reset the narrative within the brand mark itself.

Common is all about circularity—giving things a new lease on life—so it was crucial to make that the central theme of the design. The focus naturally landed on the “O” in Common. This became a literal representation of the brand’s circular nature. The infinity-like shape of the “O” emerged as a by-product of that thinking.

We also introduced multi-line work around the characters to evoke a sense of movement, subtly hinting at the variety of products flowing through the Common system. It reflects a kind of organised chaos, always moving in a circular direction, symbolising how Common’s work is continuous and never stops.

What were the key aspects that helped this exercise become a great rebranding from your point of view?

Branding something you genuinely believe in is always a huge advantage—it makes the process more enjoyable and meaningful. Having spent a large part of my career in and around the fashion industry, I’ve had a front-row seat to its pros and cons, with excess waste being a significant issue. That understanding made the work for Common resonate on a deeper level, as the brand is about giving products a new lease on life.

One of the key aspects was recognising that the brand had to be applied across a broad range of outputs, given the collective nature of the products Common handles. The mark needed to carry its weight and embrace the sense of organised chaos that naturally comes with such diversity.

What I think will define the success of this rebrand is its flexibility. The ability to use the full wordmark where it fits or to lean into the shorthand circular “O” when needed allows the brand to grow and adapt over time. It gives Common a wider range to evolve, which I see as a real strength.

How would you define a refresh and a rebrand? What is it from your point of view?

A refresh typically happens when a brand no longer aligns with the product or service it represents. There are many scenarios where this is relevant, but the simplest way to look at it is when the current identity is no longer serving the company’s best interests. It might be limiting growth, preventing the brand from reaching new markets, or it could just feel outdated, not reflecting what the core audience expects anymore.

On the other hand, a rebrand goes deeper. It’s about redefining the brand’s essence—what it stands for and how it communicates that identity to the world. A rebrand might stem from changes in the company’s mission, values, or market positioning. It’s more comprehensive than a refresh because it touches on everything from the visual identity to messaging and tone of voice, reshaping how the brand connects with its audience on all levels.

What do you think is important for a successful rebranding today? 

A successful rebrand needs more than just a good visual identity; it needs a solid idea and purpose behind it. A good idea drives the brand forward, and the brand in turn fuels that idea. But beyond the aesthetics, a rebrand should bring a renewed sense of energy to the company internally. It’s not just about changing the look—it’s about changing the perspective. 

Think of it like getting a new couch for your living room. Once you have that cool new couch, you start to see everything else in the room differently. It inspires you to rethink and improve the other elements, raising the overall standard. A rebrand does the same thing—it gives you the chance to step back, scrutinise what’s working and what isn’t, and realign everything with fresh momentum and purpose. It’s an opportunity to renew the entire brand experience, both externally and internally.

How often should a company, or organisation update their brand?

Less is more when it comes to updating a brand. Strong brand work can stand the test of time, ideally lasting for many years. Of course, there will be moments when minor tweaks are necessary to stay relevant or meet new market demands, but it’s important to maintain the core elements that keep the brand true to itself.

Often, it’s not the brand itself that needs a refresh but rather how it’s being interpreted and applied across new touchpoints. As technology evolves, brands may need to adapt to platforms and formats that weren’t originally considered—like digital interfaces or motion design. In these cases, it’s about ensuring the brand continues to evolve without losing its essence, rather than overhauling the entire identity.

What is one piece of critical advice you would give to a brand working on a rebranding today?

Do your homework. A successful rebrand isn’t just about creating a visually appealing identity to showcase on social media—it’s about being able to back it up with substance. Make sure your internal systems and processes are aligned and ready for the energy shift that comes with a rebrand. Equally important is engaging with your customers. Listen to them carefully, as they often have the best insights into what’s needed.

It’s our job to take that feedback and translate it into a set of principles that guide the new brand. So, a rebrand shouldn’t just be about aesthetics—it should be a realignment to better meet your customers’ needs and reflect who the brand truly is at its core.

And because we are at the end of our interview, a question on clothing because we do believe there is so much power in how we dress, it is how we present to the world, part of creating our personal brand, so how does the way you dress, reflect your identity?

Great question! Fashion has always been important to me, and after spending years in the industry, I’ve rediscovered the joy of being a customer again. When you’re close to the nucleus of it, some of the magic can fade, but stepping back has allowed me to reconnect with it on a personal level.

For anyone who knows me, I’m not one for overly loud fashion choices. I gravitate toward subtle, well-fitting, high-quality menswear—pieces that speak to those who are in-the-know. I guess this mirrors my approach to brand work as well. I care deeply about the details, the rationale, the meaning behind what I do. It’s about stripping away the fluff and unnecessary complications, and staying true to the core purpose—whether in the way I dress or the brands I work with.