People aren't static, and neither are brands. But how can you keep a brand fresh without negating all the familiarity of its previous incarnation? 

Designer Marisa Messick of Quill and Co. has helped create and re-create many a brand, as well as studying what has made big-brand refreshes flop or soar. She shares her tips for balancing consistency and newness, and lets us know what should never change.

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