When Playing It Safe Stopped Working: The Rebrand That Set Me Free
- 2 hours ago
- 2 min read
By Madi Balman
Rebranding my business from Mae Creative to Skellydog was the boldest—and best—move I’ve ever made as a founder. When I first started Mae Creative, it was a reflection of me: a personal, one-woman design studio built on raw creativity and a whole lot of hustle. It served its purpose in that season of my career. But as my skills grew and my client base expanded, I realized that the brand I built around me was actually holding me back.
Mae Creative was too safe, too comfortable, and too dependent on my personal identity. I knew I wanted to scale into an agency, to collaborate with other creatives, and to take on bigger, bolder projects. To do that, I needed a brand that could stand on its own—something bigger than my name. The rebrand to Skellydog wasn’t just a name change; it was a statement.
The funny thing is, “Skellydog” came to me on a whim. It wasn’t part of a master plan. I wanted a name that felt fun, had personality, and could evolve into something strong and recognizable. Over time, the meaning grew into something deeper. “Skelly” represents that raw, stripped-down authenticity we bring to every project. The “dog” side symbolizes loyalty—because at Skellydog, we pride ourselves on being Your Brand’s Best Friend. Together, it embodies exactly who we are: edgy, fiercely loyal, and unapologetically creative.
When I launched the new brand, I worried that people wouldn’t get it. I was leaning into an identity that was louder, bolder, and a little unconventional for the marketing world. But instead of confusion, I was met with excitement. Clients loved it. The new name attracted the kind of business owners I actually wanted to work with—the ones who weren’t afraid to stand out. It gave my team and me permission to show up authentically. We started getting recognized for our distinctive creative voice, and that shift alone changed everything.
If you’re a founder on the fence about rebranding, here’s what I’ll tell you: sometimes you have to let the old version of yourself burn to make room for something better. A phoenix can’t rise if it’s still clinging to ashes. It’s scary to let go of something you built, but growth requires evolution. Before you take the leap, make sure you’ve got a solid brand strategy and clear goals—but once you’re ready, don’t hesitate. The right people will find you when you show up as your true self.
Since rebranding, Skellydog has grown into a thriving agency with a loyal team of branding baddies and a roster of incredible clients. I’m no longer hiding behind a brand—I am the brand, and it finally feels aligned with who I am and where I’m going.
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