Branding Through Transition: A Q&A with Sarah Sears of S Design

When I attended GROW 2025 earlier this year, I realized something: for a few reasons, I needed to rebrand and relaunch my podcast. The decision wasn’t dramatic, but even a small shift like that came with a surprising number of moving parts. At the same event, I had the chance to reconnect with Sarah Sears—someone I’ve admired for her insight on branding and the role it plays during times of transition.

Sarah is the founder and creative force behind S Design. She’s helped shape some of the most recognizable brands in Oklahoma, including Riversport and the Oklahoma City Boathouse Foundation. Her work goes far beyond logos—she’s a strategist who helps organizations navigate growth, mergers, and market shifts with clarity and confidence.

Whether you’re shifting direction, evolving your identity, or simply outgrowing your current brand, Sarah knows how to guide that process. I invited her on the podcast to talk about what really happens when brands face a transition—and how design, storytelling, and strategy come together to support lasting change.

Q&A with Sarah Sears

Q: Sarah, let’s start with some exciting news. You recently shared that Oklahoma City will be hosting a portion of the LA Olympics—what’s the connection there?

Yes! We’re going to host the canoe slalom event at Riversport, which is a former client of mine. When we began that project, it was part of a larger vision—bringing the Olympics to Oklahoma City seemed like a dream. Years later, here we are. It’s a great example of long-term brand building and how vision, consistency, and community buy-in make big things possible.

Q: When businesses are navigating change—like growth, mergers, or even just feeling “stuck”—how do you begin the branding process?

We always start with a conversation: What’s going on? Every organization is different. Through interviews, data collection, and leadership input, we uncover not just the problem they think they’re solving—but what’s actually holding them back. Often, branding isn’t just about a new logo; it’s about aligning perception with purpose.

Q: You mentioned that brand perception isn’t what you say—it’s what others believe about you. Can you share an example?

Absolutely. We worked with a university law school that had grown independently from its larger university brand. Internally, they felt separate. But when we mapped the student and donor journey, it became clear they were still deeply connected to the larger institution. Rather than reinventing their brand, we focused on clarifying their unique value while aligning with university standards for a cohesive experience.

Q: That’s a thoughtful approach. It sounds like you’re always looking at more than just the visual identity.

Exactly. My background is in visual communication, but what we really do is help organizations translate strategy into experience. Brand is every interaction, not just the logo. That means aligning messaging, visuals, tone of voice—even operations and HR—with the values an organization wants to reflect.

Q: Let’s talk about naming. So many people get emotionally attached to names and colors—how do you guide clients through that process?

Naming is hard! And emotional. People often choose something they love without considering trademark issues, customer perception, or future growth. I always say: you’re not designing for yourself—you’re designing for the person you want to reach. We’ve helped clients rethink everything from names to color palettes to better connect with their audience, and yes, sometimes that means letting go of something you created and love.

Q: What’s one thing you wish more leaders understood about branding?

That branding is a team effort. Every person in the organization plays a role in how the brand is experienced. We once worked with a transit system, and the biggest shift wasn’t the visuals—it was helping bus drivers understand that they were the face of the brand. That’s when things really changed. Your brand lives and breathes through your people.

Q: For small businesses—when’s the right time to rebrand or refresh?

It depends. Sometimes, people rebrand too quickly. Other times, they wait too long. If your strategy is evolving, your audience is changing, or things feel misaligned—it’s time to pause and evaluate. You don’t always need a total overhaul, but you do need clarity. A brand built without alignment becomes a house with too many additions and no cohesive plan.

Q: Any final thoughts for business owners considering a brand refresh?

Don’t go it alone. Have someone who can help you step back, ask the right questions, and guide you through what really matters. And remember, branding isn’t something that happens to an organization. It’s something that emerges from within—when you take the time to listen, align, and lead with purpose.

Find Sarah at: sdesigninc.com or connect with her on LinkedIn.