As the category of agile research grew, competitors began to steal market share. GutCheck needed a revitalized positioning that would capitalize on its differentiated, rebellious spirit.
A strategically-oriented messaging matrix designed to reach potential customers and extend GutCheck’s capabilities to new verticals.
BrandJuice conducted a deep dive into the GutCheck brand and external industry influences to help identify the most ownable brand positioning platform. After evolving a “rebel for research” personality leading to the winning positioning concept, BrandJuice translated the idea to a Brand Narrative and Architecture to serve as a blueprint for activation of the new platform. A resulting Messaging Matrix categorized the brand’s audiences to nuance the voice across distinct customer personas. The visual identity was then connected through a Visual Recommendation linking graphic, color palette and imagery evolutions to create a holistic foundation for future executions.
