Guild facilitates the distribution of education benefits to employees of Fortune 500 companies. As Guild’s focus shifted from student outcomes to student journeys, its brand strategy and visual identity needed a refresh as well. The brand team partnered with COLLINS to develop a brand that exudes energy, vibrancy, and humanity, breaking the mold of traditional B2B benefits. This resulted in a refreshing new logomark, an expansive color palette for use across brand touch points and product, and a system of expressive graphic pathways. These core brand pieces are then supported by new typefaces, data visualizations, photo treatments, icon systems, and brand voice. Our team then collaborated with Athletics to build a complementary website, and with Peter Yang on a brand photography campaign.

Guild facilitates the distribution of education benefits to employees of Fortune 500 companies. As Guild’s focus shifted from student outcomes to student journeys, its brand strategy and visual identity needed a refresh as well. The brand team partnered with COLLINS to develop a brand that exudes energy, vibrancy, and humanity, breaking the mold of traditional B2B benefits. This resulted in a refreshing new logomark, an expansive color palette for use across brand touch points and product, and a system of expressive graphic pathways. These core brand pieces are then supported by new typefaces, data visualizations, photo treatments, icon systems, and brand voice. Our team then collaborated with Athletics to build a complementary website, and with Peter Yang on a brand photography campaign.