New Brand for Blue Vineyard in 2026

This is a short story about how we recently gave our Blue Vineyard brand a long needed refresh.

Back in 2022, I was sitting at the table in my living room drafting logo concepts. We had been operating for over six months and still didn’t have a brand to work under. I thought what I was making was temporary. We just needed something to get off the ground.

That logo served us for four years, as we grew from a team of four to a team of 23 people, but we’ve been bumping up against its limitations for some time. Earlier this year, we welcomed our new creative director, Miroslav Boljević, and he offered to help us rebrand from the ground up. It was the perfect time.

What changed

We entered a new chapter in 2026. The quality and the scale of the work we are doing is substantially different to anything we’ve done before. We also know who we are now with a clarity we did not have in those first few years. Once both of those things were true, the gap between our brand and our business became increasingly obvious.

Our old brand communicated that we were young and a little scrappy. That was once true, but it’s not anymore. We have developed a depth of expertise and a reliability that enables complex work at scale, while our brand was still introducing us as the company we used to be.

There was a second shift that took place during this time, as we moved from functioning like an agency, taking a scope and executing it, towards an end-to-end consultancy where the most important part of the work, (identifying the right problem to solve and designing the solution) can now go hand in hand with our delivery capabilities. The logo I drew at my table could not articulate that change.

Why the name did not change

We coined Blue Vineyard right at the beginning and it carries two ideas we still believe in.

Blue is a reference to Blue Ocean strategy, the idea of a space with disproportionate opportunity. That is exactly what this field is.

Vineyard is a direct reference to God’s vineyard (John 15) and we are co-labouring in it. Using the skills we’ve been given to advance His mission in the world.

What the new mark says

Look closely and you will find a grape that has been deconstructed.

Miroslav started with a circle, cut it into quadrants, and reassembled the pieces into something that did not exist before. He worked through more than one direction to get here, and he was patient with us as we walked through the process. When he first presented this concept, I recognised the company immediately.

We are relentlessly curious. That is where our value stems from. We pull things apart, work out why each piece is shaped the way it is, and put them back together in meaningful ways that create something brand new. He found a way to say all of that without having to use a single word.

What does this look like in practice

We recently ran an engagement with a large client. Partway through, we became convinced that the way the problem had been framed was wrong, and that what they actually needed was broader than the work we had been contracted to deliver. So we stopped. We stepped back from the agreed scope and pitched something considerably different.

That decision cost us. It was a fixed-price engagement, so every extra hour of the wider scope came directly out of our margin. The commercially sensible move was to deliver what we had been asked for and say nothing.

They took the proposal seriously, evaluated what it would mean for them as an organization, and accepted it. The impact of our work went well past the mandate we had been given.

I want to be careful about how I tell that story, because it’s not about us liking our own way. It happened because we could see something our client could not see from the inside, and because we were willing to say it out loud. That is the difference between an execution partner and a thinking partner.

The projects where we add the most value are rarely the ones that arrive with a fixed scope attached. Our real contribution sits in the strategizing, diagnostics and discovery efforts that determine whether we are building the right thing in the first place.

A lot of companies can build you a quality product. Few of those will tell you if it’s the wrong one to build.

What will never change

If you are a current client reading this, the reassurance is simple. The same people you have come to trust are still here, still answering your calls. What has changed is the standard of what we can deliver and the depth of the team behind it.

The mission has not shifted at all, we have always believed that the people carrying the greatest message in the world deserve the best tools to carry it. We specialize in the creation of those tools.

In five years I expect this brand to still be going strong. By then I want us working in more global fields, on larger problems, for organisations we have not met yet.