In a new Inc. article titled “What Tracking a Brand Refresh Taught Us,” ArtVersion takes a closer look at how a brand identity holds up after the initial excitement fades. Written by Creative Director Goran Paun, the piece follows the journey of Legat Architects, two years after the firm’s human-centered brand refresh.
The article examines what happens when the launch moment is over and the brand either evolves—or drifts. Through the lens of ArtVersion’s collaboration with Legat, it shows how a thoughtful, adaptable design system can stay relevant long after rollout by staying aligned with the organization’s core philosophy.
Rather than focusing on trends, the team tracked how the refreshed identity performed over time—using engagement data, client feedback, and visual refinements to guide subtle improvements. As Paun explains in the feature, “A brand can’t live only in a style guide. People must carry it in how they work.”
The Inc. story highlights how human-centered branding mirrors human-centered architecture, where design is built around real experiences. Legat’s refreshed visual language balanced clarity with warmth, reflecting how people actually use and feel spaces. Two years later, that alignment between philosophy and execution is what’s kept the brand strong and authentic.
This latest Inc. feature follows Paun’s earlier coverage with Fast Company on purpose-driven, human-centered website design, continuing ArtVersion’s ongoing exploration into how brands evolve and sustain meaning beyond launch.