On Episode 39, I've got Elle Woulfe in for the first of two episodes on the rebrand she undertook with her company PathFactory—which used to be LookBook HQ. I’ve worked with Elle on a couple of occasions and have known her since the early 2000s. Elle’s rebrand wasn’t a new coat of paint. It was a top-to-bottom rethink. I wanted to get to the origins of the rebrand, what the process was, what the thinking was, and so forth. It was such a great discussion, we’re extending it to two parts. Here’s part one.