The number everyone refuses to give you.
In Australia, a brand refresh runs $5k–$15k, a strategic rebrand $15k–$50k, and a full rebrand $50k–$150k. Most SME rebrand quotes land between $20k and $50k. Website redesigns range $5k–$50k+. Lobos, a Sydney digital presence design studio, prices core builds from $10k to six figures, in fixed-price phases, quoted before we start.
By Josh Lobo, Creative Director & Strategist, Lobos · Published 9 August 2026 · Updated 9 August 2026
A price shouldn’t be the first thing a studio makes you earn. Here are the real ranges across the Australian market, what actually moves them, what the quotes leave out, and exactly how we price. The ranges below are the market’s. Ours are in section 06, face up, like the rest of our cards.
How much does a rebrand cost in Australia?
Four tiers cover almost every quote you’ll get. What varies is what’s inside the number, which is where the next two sections earn their keep.
$5k–$15k
Your positioning holds; the expression doesn’t. Updated identity, type and colour, refreshed core templates. Strategy stays, surfaces change.
Right when the business hasn’t changed, it just looks older than it is.
$15k–$50k
Positioning, messaging and identity rebuilt together, plus the core system to roll it out. This is where most SME rebrand quotes land: $20k–$50k once strategy, identity and core rollout are all in the scope.
Right when the business outgrew the brand: new offers, new audiences, new story.
$50k–$150k
Strategy, naming, identity, messaging, website and rollout across every touchpoint, with multiple teams, markets or entities brought under one system.
Right for mergers, renames, and brands carrying real legal, market or reputational weight.
$5k–$50k+
Often the biggest single line in a rebrand, and sometimes the only one you need. The small-business sweet spot is $5k–$15k; complex platforms run well past $50k.
Right when the brand holds but the site leaks: slow, dated, or built for a smaller business.
These ranges are market-wide, not ours, drawn from published Australian pricing guides including Shopify Australia’s rebrand cost guide, TDS Australia’s brand identity pricing and Sponge’s published national average. Our own pricing is in section 06.
Two things worth knowing before you take a range shopping. First, the tiers stack: a strategic rebrand that includes a serious website is really tier two plus tier four, which is how a “$30k rebrand” becomes a $60k programme without anyone lying to you. Second, $20k–$50k is where most SME rebrand quotes land, so a quote miles below that isn’t a bargain, it’s a different product wearing the same name.
What actually drives the price?
Not the logo. Six variables set where you land in the range. Knowing them turns “it depends” from a dodge into a checklist you can price against.
How much strategy is missing
If positioning, offer and audience are already sharp, you’re paying for expression. If they’re not, the thinking is the work, and skipping it is how rebrands get done twice.
How many surfaces you actually run
A brand that lives on a website and a deck costs less to rebuild than one spread across three sub-brands, two platforms and a sales team’s worth of collateral.
Who’s in the room
One decisive founder moves fast. A board, a franchise network or a marketing committee adds rounds, and every round is billable somewhere, whether the quote admits it or not.
Who’s doing the work
Freelancer, studio or big agency: same brief, wildly different overheads. You’re paying for senior judgement or you’re paying for layers. Ask which.
How it’s priced
Hourly billing rewards the project taking longer. Fixed-price phases put the risk on the studio, where it belongs. The pricing model shapes the behaviour, always.
How fast you need it
Compressed timelines mean parallel workstreams and senior people cleared for you. Speed is real value, and it’s priced like it.
What’s not in the number?
Businesses get burned comparing a $15k quote against a $40k quote as if they’re the same product. They rarely are. Most rebrand fees cover strategy, identity and digital, not the rollout. Signage, packaging, vehicle fleets, uniforms, printed collateral, re-shot photography, and the internal hours to hunt down every old logo all sit outside the design fee, and for a physical business they can cost more than the rebrand itself.
The cheap quote isn’t lying. It’s just answering a smaller question. Before you compare anything, make every studio price the same scope, then ask for the all-in number: fees plus rollout plus your own team’s time. A rebrand that’s 90% deployed reads as inconsistency, and inconsistency is the thing you were paying to kill.
Do you need a refresh or a rebrand?
The most expensive mistake isn’t overpaying: it’s buying the wrong tier. A refresh polishes a story that still works. A rebrand rewrites one that doesn’t. Confuse them and you either repaint a house with bad foundations, or bulldoze one that only needed a coat.
The story fits. The clothes don’t.
Same customers, same offer, same position. But the identity screams 2018, the site feels smaller than the business, and new templates get improvised weekly. Keep the strategy. Rebuild the expression and the system that keeps it consistent.
The business outgrew the story.
New offers your brand can’t explain. Audiences your old positioning never imagined. Sales describing one company, the website another. That’s not a design problem. Start with Offer Architecture, then let the identity carry the answer.
What does it cost to not fix it?
Growth pulls brands apart. Every hire, tool and campaign adds another version of the story, and nobody notices until the seams show. A dated brand doesn’t send an invoice, but you pay it anyway. Journeys that leak paid traffic. Three teams maintaining three versions of the same deck. Proposals rebuilt from scratch because no two people sell the same lineup. Designers doing production work instead of design work. None of it appears in your P&L as “brand debt”, but you pay it every month.
Fixing the system moves real numbers. When LIFT Inner West rebuilt its presence and customer flows with us, overall business growth topped 200% across three years. When Semann & Slattery relaunched theirs, website traffic rose roughly 400% after relaunch. The case study walks through it. It’s also why Zembl commissioned an email design system rather than more emails: one system beats a hundred one-offs. The question was never whether these businesses could afford the rebuild. It’s what the old version was already costing them, every week, without a line item.
How does Lobos price?
Fixed prices for defined phases. Core builds start at $10k AUD and scale to six figures with scope, every phase quoted before it starts, so the meter never runs while you’re not looking. A typical core project takes 8–12 weeks; complex website builds run 6–9 months. If a smaller scope solves it, that’s what we’ll recommend, because a right-sized phase one beats an oversold phase everything.
The work runs through four pillars, one system, many expressions: Offer Architecture, Messaging & Design Systems, Customer Flow Design and Templates & Training. The cheapest first step is the Brand & Website Review: 60–90 minutes of senior eyes on your actual presence for a small fee, credited toward your engagement if you go ahead. You get the diagnosis before you commit to the build.
What should you ask a studio before signing?
Seven questions. Ask every studio the same ones, including us, and the vague quotes disqualify themselves. A good studio answers all seven without flinching.
What exactly is in the price, and what’s a variation?
Is this fixed-price, or an estimate that can drift?
What does rollout cost, and is any of it included?
Who actually does the work: the person pitching, or a junior?
What happens to strategy if we only budget for design?
Can we phase it, and what does phase one prove?
What do we own at the end: files, systems, accounts, all of it?
Rebrand cost questions, answered straight.
How much does a rebrand cost for a small business in Australia?
Across the Australian market, a brand refresh runs $5,000–$15,000 and a strategic rebrand $15,000–$50,000. Most SME rebrand quotes land at $20,000–$50,000 once strategy, identity and core rollout are included. Quotes far below that usually exclude the strategy or the rollout, so ask which.
How much does a new website cost in Australia?
Australian website redesigns range from $5,000 to $50,000 and beyond. The small-business sweet spot is $5,000–$15,000 for a well-built marketing site; e-commerce, integrations and custom platforms push well past that. The website is often the single biggest line in a rebrand budget.
How long does a rebrand take?
A typical Lobos core project runs 8–12 weeks through fixed phases: audit and discovery, frameworks, priority builds, then enablement and handover. Complex website builds run 6–9 months. Anyone promising a full rebrand in a fortnight is skipping the part that makes it stick.
What’s the difference between a brand refresh and a rebrand?
A refresh keeps your positioning and updates the expression: identity, type, colour, templates. A rebrand rebuilds the thinking underneath: positioning, messaging, offer, then the identity that carries them. If your story still fits and just looks dated, refresh. If the business has outgrown the story, rebrand.
What’s usually excluded from a rebrand quote?
Rollout. Signage, packaging, vehicle fleets, uniforms, printed collateral, ad re-shoots and the internal hours to swap everything over typically sit outside the design fee, and for physical businesses they can exceed it. Always ask for the all-in number before comparing quotes.
Can I do a rebrand in stages?
Yes, and for most growing businesses you should. Lobos scopes every engagement as fixed-price phases: strategy first, then the builds that shift the most, then rollout and training. Each phase ships something usable, so you can pause between phases without holding a half-finished brand.
How much does Lobos charge for a rebrand or website?
Core Lobos builds start at $10,000 AUD and scale to six figures depending on scope, always quoted as fixed-price phases before work starts. The entry point is a Brand & Website Review: 60–90 minutes of senior eyes on your presence for a small fee, credited toward your engagement if you go ahead.
Bring us the messy version. The Review prices your situation specifically: no generic tiers, no pitch.
Market ranges on this page are indicative as at August 2026, drawn from published Australian pricing guides: context, not a quote. Every Lobos engagement is scoped individually and priced as fixed phases before work starts.
A brand your team can actually use.
Not a PDF that dies in a shared drive — a positioning system that shows up the same everywhere your customers look, and makes every next decision easier.