Ask what a corporate rebrand costs in Melbourne and you will usually get a range so wide it is useless, or a request to book a call. Both are frustrating when you are trying to put a number in a budget line before you talk to anyone.
So this post does two things. It shows what Australian agencies actually publish as their rates, with sources you can check yourself. Then it shows how long the work really takes, using the week by week schedule from a corporate rebrand we delivered for a Melbourne agency.
One thing up front. We are not going to quote you a single figure, because a rebrand is not one product and anyone who prices it sight unseen is guessing. What we can do is show you the bands the market works in and explain exactly what moves you between them.
What Australian agencies publish as their rates
These are not our prices. They are the published rates of Australian branding agencies, which is the closest thing to public market data this industry has. The consistency across independent sources is what makes them useful:
- Brand refresh: about 5,000 to 15,000 AUD. Updated identity, typography and colour, refreshed core templates. The existing brand stays recognisable.
- Strategic or partial rebrand: about 15,000 to 50,000 AUD. Strategy work plus a reworked identity system.
- Full rebrand: about 50,000 to 150,000 AUD. Strategy, naming, identity, messaging, website and rollout.
- Enterprise rebrand: 150,000 AUD and up. Multi site, multi market, often with regulatory and legal work attached.
The number worth remembering is the middle one. Lobos states that 20,000 to 50,000 AUD is where most Australian SME rebrand quotes land, and TDS Australia independently puts the median SME rebrand at the same 20,000 to 50,000 AUD. Two independent guides landing on the same band is the most reliable figure here, and it is the one to take into a budget conversation.
Two honest caveats. First, every source here is a branding agency publishing its own rates, so read them as what agencies charge rather than as neutral research. Second, we checked whether Melbourne carries a premium over the rest of the country, and the Melbourne specific pricing guide from Lucky Boy uses the same brackets it gives for Australia as a whole. If someone quotes you a Melbourne loading, ask what it is actually for.
Six things that decide your price
The band you land in is decided by scope, not by postcode. These are the levers the published guides agree on:
- How many touchpoints you own. A business with five branded surfaces is a different job from one with fifty. Vehicles, signage, uniforms, packaging and templates all multiply the rollout.
- How much research you want. Stakeholder interviews, customer surveys and competitor audits add real cost, and they are also what stops a rebrand being one person's taste.
- Whether you need a new name. Naming adds roughly 5,000 to 20,000 AUD because of the research and trademark checks behind it, not the word itself.
- Whether a website is in scope. This is the biggest swing factor. Published figures put a website inside a rebrand anywhere from 8,000 AUD to well past 80,000 AUD depending on complexity.
- Who decides. A founder deciding alone moves fast. A board deciding by committee adds review rounds, and review rounds are hours.
- How fast you need it. Rush timelines under six weeks attract premiums of 25 to 50 percent. Deadlines are expensive.
How long a rebrand actually takes
Published Australian timelines put a brand refresh at four to six weeks, a partial rebrand at eight to twelve, and a full rebrand at twelve to twenty weeks.
We can check that against real work. Our corporate rebrand and Webflow build for a Melbourne agency was scheduled across fifteen weeks, which sits in the middle of that published band, and it went live a week ahead of that schedule. Here is where the time actually went:
- Week 1, kickoff and audit. Calls to understand the brand strategy, initial user journey exploration, and a briefing on the visual direction.
- Weeks 2 to 3, research and strategy. Personas and user journeys developed, then presented to stakeholders for feedback.
- Weeks 4 to 5, wireframing and testing. Low fidelity wireframes based on the research, internal testing, and A/B testing with different user groups.
- Weeks 6 to 7, design refinement. The new colour system, the hero treatment, and the 3D shapes that distinguish each service.
- Weeks 8 to 9, client reviews. Weekly review calls, knowledge sharing with the client team, and final delivery of the redesigned files.
- Weeks 10 to 15, development. Handoff to the Webflow developers, build, and mobile refinement of every page and section.
One thing stands out. Design and strategy took nine weeks, development took six, so most of a rebrand is decision making rather than production. The early delivery was not luck either: the review cadence was fixed weekly from the start rather than left to chase.
Five things nobody warns you about
- You will be busier than you expect in weeks 1 to 3. Strategy work needs your input. If you cannot give the project real attention early, push the start date rather than compressing the research.
- The first concept will not be the final one. On the Melbourne project the client wanted a textured wall from his own office in the hero. The early wireframes did not capture it and it took real experimentation before it worked. That is normal, and a process that never revisits an idea is not being careful.
- Approvals are the critical path. Nothing slips a rebrand like a decision waiting on someone. Name who signs off before week one.
- Your rankings are at risk if a website is involved. A rebrand usually means new URLs, and that is where traffic quietly disappears. We cover the mechanics in migrating to Webflow without losing your SEO rankings.
- Launch is not the end. Rollout across signage, documents, profiles and templates continues after the site goes live. Budget for it.
Six questions to ask before you sign
- What is in scope, and specifically what is not?
- How many rounds of revision are included before extra cost starts?
- Who owns the files and the source artwork at the end?
- Is a website included, and at what level of complexity?
- What do you need from us, and in which weeks?
- What happens if we are late with content or feedback?
An agency that answers these clearly is telling you how they work. One that avoids them is telling you something too.
Where we fit
We do this work end to end: brand strategy and identity through to the build. You can see the identity side in our brand identity projects, the delivered result in the Melbourne rebrand case study, and how we approach the build in our Webflow development service.
If you are weighing up a rebrand and want a straight answer on scope and timing for your situation, book a free audit. We will tell you which band your project actually sits in, including when a refresh would do the job and a full rebrand would be a waste of your money.