While I haven’t had much opportunity to redesign my clients’ websites lately, I have taken on a few tweaks for my own sites, www.iserloh.com and www.iserlohdesign.com. I suspect that some of you would join Cameron Moll in wondering why we creatives like to constantly redesign. “Like a kid in a candy store, we creatives redesign like it’s the new black. Why do we possess such an insatiable desire to refresh and remake? Why do we thrive on renewal?”

Moll’s article, Good Designers Redesign, Great Designers Realign focuses on the difference between an “aesthetic-driven” desire to redesign, as opposed to a “purpose-driven” redesign. The former merely seeks “to refresh, the other aims to fully reposition and may or may not include a full refresh.”

Despite the obvious educational slant, I found his article remarkable for its case studies. Rather than pontificating about a concept, Moll pulls together several examples from the real world, complete with screenshots, that demonstrate how redesign is used to reposition a brand.