Services Provided

Guidea Logo

Project Overview

Over time, Guidea felt that its brand was becoming disconnected. It wasn’t effectively reflecting who they were as a partner to their clients. Kinship helped Guidea evolve its brand by giving definition to key messaging and visual identity.

Guidea is a UX research and product design company that has led projects for 20 of the Fortune 100 companies and many other amazing companies. Its team brings deep domain expertise in MedTech, FinTech, Data Science, AI/ML, Security and Ops tools.

comparing logo - before and after

Explore + Execute

We started the project with stakeholder interviews to understand the brand’s journey — where it started, what’s working, what’s not working, how the team interacts with the brand, pain points, etc. Continuing to dig, we took a wide canvas of competitors and similar teams to compare and contrast brands and messaging.

After synthesizing everything we learned, we began iterating on an evolution of Guidea’s positioning, nailing down voice and tone, documenting ideal audiences, and establishing brand pillars. Then came the really fun part: sharing it all with the Guidea team and seeing their reactions to eye-opening details and new learning opportunities. This gave Guidea what it needed to clarify the brand. 

A brand evolution can take a lot of different paths. Sometimes it may make sense to blow everything up and basically start over. For Guidea, they had a lot of the elements in the right place. The brand just needed to be refocused with some definition, guidelines, and refinement.

Guidea on example items
Guidea brand book