Guild is a Career Opportunity Platform that helps Fortune 1000 companies unlock opportunity for America’s workforce through education, skilling, and career pathways.
In 2023, I led the launch of their rebrand in partnership with agencies Collins and Athletics.
The new logo strikes a balance between familiar and fresh, with a unique curvature that brings to life the idea of a journey and the pathways that Guild creates for our members and partners.
Our new brand also introduces a system of graphic illustrations, inspired by the labyrinth. Nobody’s journey looks the same. Everyone takes a different path towards opportunity, and this system brings that concept to life.
Athletics collaborated with us to design and develop our new site experience extending Guild’s new brand identity and storytelling into digital.
The site’s unique challenge was to communicate to Guild’s different audiences in different interrelated ways while maintaining a cohesive, bold and engaging narrative flow.
Zine credit: Emma Dakin, Ivy Oddis, Farrin Metzman
