What We Learned While Rebranding Our Company

Anyone who’s been around us over the last three months knows it’s been a season of beautiful chaos. We rebranded our entire company, retired the DaSilva Life name, became stackset, and ten days later welcomed our first child, Adriano. One moment, we were updating every asset we’ve ever created. The next, we were assembling a crib.

That timing gave us a perspective we didn’t expect. Rebranding stopped being a design project and became a moment to rethink who we are and where we’re going.

‍Kristi’s first blog post was about building something that lasts. Reading it now, I can see how true that still is. We’ve simply expanded into the next chapter of it.

The entire rebranding process pushed us to slow down, audit what mattered, and take an honest look at who we’ve become as a team. From that came a set of lessons, some practical, some personal, that shaped not just our brand, but how we’ll build from here.

‍

What changed for us during the rebrand

The rebrand began long before we said it out loud. We were delivering complex operational systems, workflow architecture, and automation strategy, but our brand still felt softer than the level of work we were actually executing. The more enterprise clients we served, the clearer it became: who we were on paper didn’t reflect who we had become in practice.

🔗 Related Read: Client Case - How This Google Ads Agency Systemized Their Business with ClickUp

‍

The name you love is not always the name you keep

We had a different name chosen at first. One we were excited about. But the legal process quickly turned into a maze: trademark conflicts, domain issues, and LLC registration overlaps. What should have been a clean switch became an unexpected roadblock. That moment forced us to step back and rethink what the brand truly needed to communicate, instead of forcing our original idea to work.

📚 Related read: Back from the brink: five successful rebrands and why they worked

We needed clarity more than a new logo

The biggest friction points weren't visual. They were about identity, clarity, and timing. Rewriting every touchpoint across the business felt like rebuilding the plane mid-flight. At one point, I remember staring at three versions of our messaging, trying to make them fit together, before realizing none of them matched how we actually speak to clients. That realization changed everything.

📺 If you’re curious how the new brand looks in action, we shared a video walking through the updated design elements and identity.

The emotional part surprised me

What surprised me most was how personal the process became. Kristi and I were preparing to become parents during all of this, which added a layer of intensity I didn't expect. Rebranding while becoming a father made me more protective of the future direction of the company. It pushed me to choose a name and identity that would grow with us over the next decade.

Stackset gave us the language we were missing

When the name finally clicked, everything else followed. It gave us the language for what we have been building all along: the foundational stack that supports how teams operate, communicate, and grow. The name clarified how we show up in the market. More than that, it brought our team into alignment around a shared vision we didn’t even realize we were missing.
‍

‍

Where We Go From Here

This rebrand felt less like becoming something new and more like catching up to who we already were. It gave us the language, the clarity, and the structure to grow with intention, not speed for the sake of it.

And now, stepping into this next chapter as stackset, I feel more aligned with our purpose than ever: helping teams build systems that support the kind of life they want to live, not the kind they're trying to escape.
‍

If your team is growing and your systems need to grow with you, we’d love to help.

You can learn more about our consulting services or book a call.‍

Here’s to what comes next,
‍
Jeff