Re-imagining Brand Identity in a Hybrid Work World

 

The way we work has changed a lot. What began as a quick fix during the pandemic has become the new normal. Hybrid and remote work are here to stay. Some organisations find this freeing, while others are still working out how to keep their brand identity strong now that employees aren’t together in one office, sharing the same culture every day.

 

At VI360, we believe brand identity is more than a logo or tagline. It grows from the real experiences of everyone connected to your organisation, especially your employees. But what happens when the office is mostly online instead of a physical place?

 

Some forward-thinking companies have already started to answer that question.

 

Affirm, a fintech company, chose a remote-first approach. Instead of depending on daily office routines to build culture, they now hold quarterly gatherings so employees can reconnect as 'Affirmers.' These events focus on belonging, not productivity, and that sense of belonging helps keep their brand identity strong.

 

Ayr, a fashion label, shows that you don’t need a headquarters to grow. By creating a fully remote design studio, they’ve increased their U.S. revenues five times over. Their brand identity comes from intentional, digital-first teamwork. This proves that strong values and clear communication can keep a brand united, even without a central office.

 

Airbnb has also stood out by letting employees work from anywhere, across more than 170 countries. They also plan in-person gatherings on purpose to strengthen their culture. This shows that while flexibility is important, real human connection still matters most.

 

And finally, consider GitLab, one of the original pioneers of fully remote work. Their approach is built on radical transparency which means sharing processes, values, and even internal documentation openly. This openness not only strengthens trust among employees but also shapes the way the outside world perceives them. Transparency has become a pillar of their brand.

 

These examples show that brand identity isn’t just about office décor or watercooler chats anymore. Now, it’s being reimagined through rituals, storytelling, and intentional ways people connect.

Weekly town halls, online shoutouts, and informal digital catchups have taken the place of some in-person rituals we once took for granted. These virtual moments are just as powerful for reinforcing shared values. Employee storytelling is now front and centre. When colleagues share their own experiences in newsletters, LinkedIn posts, or short videos, they become real ambassadors for the brand. Their stories connect in ways that polished corporate messages can’t.

 

Hybrid work doesn’t mean everything is digital. Many organisations are seeing the value in special moments when teams meet face to face, like strategy retreats, design sprints, or celebrating milestones. It’s not about how often these gatherings happen, but why they happen. When people feel their time together matters, it strengthens the sense of identity across the business.

 

Brand identity has always relied on consistency. In a hybrid world, that consistency needs to reach across Zoom calls, Slack channels, co-working spaces, and occasional office meet-ups. The real question isn’t how to get people back into the office, but how to make your values clear and real in every interaction, whether digital or in person.

Companies that get this right won’t just survive the shift to hybrid work—they’ll thrive. Their culture will attract employees, impress customers, and earn trust from partners. At a time when talent and trust matter most, that’s a big achievement.