Solving for X.


Leveraging the previously untapped power of their name itself, we developed a new strategic position for Guidance that made the promise of guiding their clients throught the complex and intimidating world of digital forensics to help them solve for “X”.

Guidance Software helps companies and governments secure their digital environments. We developed a complete brand refresh to come out of the shadow of their own product brands and reestablish market leadership with a new position that focused on the solution rather than the software. The engagement produced new brand positioning and strategy as well as a new logo, tagline and identity system. To activate the brand, we developed digital campaigns, landing pages and sales materials in support of the new positioning.

“Having worked with INK before, I knew who to call when tasked with repositioning our brand. They quickly assessed the situation and developed a position and brand story that we all immediately embraced. As a direct result of INK's involvement, we were able to successfully position the firm for acquisition and generate maximum value. Their impact was felt on everything from our valuation to our culture. They’re true professionals."

— Lori Chavez, VP Corporate Marketing Guidance Software

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