A rebrand usually covers the logo, the palette, the website, and the pitch deck. The team photos, often the most-seen visual asset a company has, get left running on whatever was shot years earlier, under a different set of brand colors and a different backdrop entirely.
Signs It's Time
A new visual identity, a merger or name change, a meaningful shift in company size, or simply a roster where half the photos are five-plus years old are all clear signals that the headshot set needs to be rebuilt, not patched.
Rebrand Means Everyone, Not Just New Hires
It is tempting to only reshoot the people joining after the rebrand and leave the rest alone. That guarantees the exact mismatch problem a team photo day is supposed to solve, just delayed by a year or two instead of avoided.
Build the Refresh Into the Rebrand Timeline
Schedule the team session alongside the website launch, not after it. Booking Len for an on-site day in the weeks before launch means the new site goes live with a roster that actually matches the new look, instead of the old photos sitting under new fonts.
What to Keep the Same
A refresh does not require reinventing the whole visual approach. Keeping the same general framing and tone while updating backdrop, color grade, and wardrobe guidance to match the new brand gives continuity without looking dated.
A Simple Refresh Cadence
Outside of a rebrand, a full team refresh every two to three years, with rolling new hire sessions in between, keeps the roster current without turning every website update into a fire drill.