Encourage open communication. Understand why they want this change. Involve other leaders in these conversations. More often than not, the situation sorts out itself between stakeholders. There are possibilities that these changes are good for the brand. In this case, test them out on social media first before you incorporate permanent changes on your website. If the audience reaction is positive, them make changes to the website as well, and then the overall brand.

Understand Objectives: Align with the client’s core goals behind the rebranding to ensure clarity. Clarify Conflicts: Identify specific areas where the creative guidelines clash with the new direction. Collaborative Solutions: Facilitate open discussions between stakeholders to harmonize the brand vision with creative guidelines. Test Concepts: Propose mockups or messaging variations to demonstrate how radical changes can coexist with existing guidelines. Gradual Transition: Suggest a phased approach to integrate changes smoothly while retaining brand identity. Balancing innovation and consistency fosters trust and creativity.

Prioritize: Determine which guidelines are most crucial to the brand's identity and values. Communicate: Have open discussions with your client and team to understand the reasoning behind the conflicting guidelines. Find Common Ground: Look for ways to reconcile the conflicting elements, perhaps by finding a compromise that satisfies both parties. Be Creative: Consider innovative solutions that can address the core concerns of both guidelines while still achieving a fresh and impactful brand message. Test and Iterate: Create prototypes or mockups to visualize the potential outcomes and make adjustments as needed.