See Yourself Rise

Key results

The campaign served 103.8MM impressions — 30.3MM more than planned — and drove 168.6K visitors to guild.com. Seventy percent of the exposed audience said they were interested in working for an employer that offers Guild, rising to 78% among adults over 35.

The lifts skewed toward the people the business most needed to reach. Rich media delivered a 25-point favorability gain among women, and adults over 35 showed 8% greater interest in working for a Guild partner. "Opportunity," "reskilling," and "rising" became the phrases most associated with the brand.

The strategy

Guild's rapid growth quickly outpaced the company's initial bare-bones brand structure and demanded a more sophisticated system. Partnering with COLLINS, our brand team led a comprehensive rebrand including strategy, positioning, look and feel, and brand voice.

See Yourself Rise introduced that identity to the world. The organizing idea was the pathway — the concrete route from the job someone has to the one they want, expressed as "the path from cashier to engineer" and "the path from receptionist to RN." It spoke to two audiences at once: workforce leaders who needed to see a credible partner, and frontline workers who needed to see themselves.

The pathway message did the heavy lifting. Rich media units carrying it drove the strongest engagement of any format, and the language stuck — the campaign moved Guild into ownership of "opportunity," "reskilling," and "rising" with a B2C audience that had barely heard of the company.

What I did

I was part of the core team that developed a comprehensive brand system, managed internal implementation, and set up systems for employee enablement and governance. On the campaign, I led storytelling for the featured learners and executive produced all of the video assets.