The Challenge
After more than a decade as Look to the Right (LTTR), the company needed a new identity that reflected its evolution and growth. The goal was to modernize the brand, strengthen its legal foundation, and create a memorable name that stood out in the competitive digital marketing and SEO landscape.
The challenge was two-fold:
- Transition the company from LTTR to C0MPLÉX1 without disrupting existing client relationships or search visibility.
- Establish the new brand across legal, digital, and operational fronts while maintaining credibility and continuity.
The Solution
The rebranding effort involved 4 major workstreams: legal, administration, design, and programming. Each required careful planning and execution to ensure a seamless transition.
Legal Foundation
To protect the new brand and ensure exclusive rights, C0MPLÉX1 pursued a thorough trademarking process:
- Engaged attorneys for service mark availability search (October 2021)
- Filed applications with the USPTO (November 2021)
- Responded to USPTO office actions (August 2022)
- Published for opposition and received final approvals (2022–2023)
- Registration granted for the C0MPLÉX1 name and logo (December 2022 and June 2023)
- Authorized use of the ® mark on digital and physical branding
Administrative Transition
Beyond the legal side, the brand change needed to reach every client touchpoint and internal system. Key actions included:
- Updated all internal documentation, email signatures, and voicemail messages
- Communicated brand change directly to clients
- Created and launched new social media accounts, while updating over 30+ business listings for consistent NAP (name, address, phone) and SEO benefits
- Purchased domain variations and implemented redirection strategies (e.g., complex1.com → c0mplex1.com)
- Migrated SEO tools and rank tracking under the new brand
Design & Brand Identity
Visually, the new identity needed to carry both continuity and freshness. The design team focused on:
- Developed a new logo inspired by the founder’s vision, featuring customized typography and refined color schemes
- Created a comprehensive branding guide detailing usage, fonts, spacing, and logo treatments
- Produced new visuals for social media, videos, and internal documents
- Designed merchandise concepts (t-shirts, mugs, thermoses, signage, business cards) to reinforce brand identity
Technical & Programming Execution
The technical migration was critical to maintaining performance and SEO. Efforts included:
- Duplicated LTTR site content to the C0MPLÉX1 domain, replacing all mentions of the old brand
- Implemented 301 redirects across all LTTR pages to preserve SEO authority
- Configured hosting, Cloudflare, and Google Workspace accounts
- Conducted multiple rounds of testing for redirects, forms, and HTTPS security
- Performed a full day-of migration, including server cleanup, DNS updates, Cloudflare rule changes, and live environment QA
The Outcome
The rebrand successfully transitioned LTTR into C0MPLÉX1 without loss of visibility or client trust.
- Official Launch: December 16, 2023, with the C0MPLÉX1 site fully operational
- Seamless Transition: No disruption to client services; redirects preserved organic search rankings
- Brand Consistency: All client communications, business listings, and social platforms reflected the new identity
- Legal Protection: Secured USPTO trademark registration for long-term brand security
- Market Impact: Positioned C0MPLÉX1 as a modern, forward-thinking digital marketing brand with a bold, memorable identity
Result
What started as Look to the Right successfully transformed into C0MPLÉX1, a rebrand that was legally secure, technically flawless, and strategically executed - ensuring clients experienced continuity while the company stepped into its next era.
