guideline branding
guideline wanted to build a brand from square one, communicating how they bring together three industry-leading media investment and planning platforms for more accurate data. Founded by three mountaineering media veterans in Park City, Utah, the team wanted to embrace their adventure-seeking heritage while looking forward to the future as a tech company reshaping how brands and agencies make advertising decisions.
Brand Persona
The confident guide
Tone
Truthful, thoughtful, direct
Purpose
To simplify and bring clarity to media buying and selling.
Essence
The world’s most trusted solutions to guide your advertising decisions.
Manifesto
From the biggest advertisers to the scrappiest media teams, we’re here to support everyone involved in buying and selling media.
Guiding media buyers to better compete in their categories and make smarter buying decisions.
Guiding media sellers to leverage spend and pricing data intelligently to uncover smarter strategies for growth.
Guiding media planners to streamline workflows, automate reporting, and synchronize teams in one easy-to-use interface.
Inspiration
The original concept was to merge the worlds of mountaineering and data to create a distinct, modern icon and wordmark with a bold color palette.
First up: wordmark and color palette.
The mountain icon in the guideline logo exists to show both the peaks and valleys of our founders’ adventurous heritage and the power of data.
The guideline color palette is meant to evoke a clear blue sky from the peak of a climb, pulling in neutral grays for balance and contrast, with a bold yellow green to signify clarity in the chaos of data overwhelm.