Gold Front

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Overview

$100,000+

Min Project Size

150+

Avg Hourly Rate

10 - 49

Employees

2013

Year Founded

ABOUT GOLD FRONT

We help startups create and own their categories.

We are Gold Front, a studio specializing in category design. Our mission is to assist growth-stage startups in establishing and dominating their market categories. Unlike any other firm, we provide comprehensive services for category creators, covering everything from category strategy and messaging to brand design, user experience, and video production. We have partnered with notable companies like Uber, Robinhood, and Newsela to develop brands that define their categories. Throughout our journey, Gold Front has been instrumental in creating over 30 distinct categories. Once we help you articulate your category point of view—a strategic narrative that conveys the essence of your category—you will have a guiding principle for your branding, culture, and product decisions. With your category narrative in place, we’ll support you in crafting a distinctive, high-impact brand that reflects the compelling stories and human experiences your business offers to customers. If you're eager to establish your own category, we would love to discuss it with you.

Tech Stack

Oracle Application Development FrameworkSpring MVCStrutsSymfonyVueJSZend PHP

Languages Spoken

English

HIGHLIGHTS

$100,000+

Min Project Size

150+

Avg Hourly Rate

10 - 49

Employees

2013

Year Founded

Services

Focus

Industries

Clients

Services Provided

20% Brand Identity Design

10% Brand Guidelines Development

8% Pitch Deck & Presentation Design

7% Marketing Collateral Design

5% Graphic Design

25% Explainer Video Production

20% Brand Film & Corporate Video

5% Video Scripting & Storyboarding

About the Team

OUR STORY

Gold Front empowers startup founders and executive teams to pioneer new market categories through their Category Design Program. Recognizing that most hesitate to fully commit to defining a compelling category vision and brand, Gold Front guides clients in crafting a powerful Category Point of View that serves as a guiding star for marketing, sales, culture, and product development. Their holistic approach combines strategic narrative, brand design, and comprehensive category launch services to establish distinctive brand identities that resonate deeply with companies and customers alike. With a dedicated team of experts and a proven track record—including multiple successful category creations and significant client growth—Gold Front helps businesses become memorable leaders in their unique markets.

Portfolio

Qualtrics Strategic Category POV

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In 2017, we collaborated with category specialists Play Bigger to develop a category strategy that positioned Qualtrics as a prominent player in Experience Management. As they unveiled their new category narrative, the company's valuation skyrocketed from $900 million to $21 billion within four years. Today, Qualtrics continues to use this category story to highlight the significance of their exceptional offerings. They have always envisioned a future where organizations can assess and enhance human experiences. However, the industry often grouped them with increasingly generic survey companies like Survey Monkey and Medallia. Together with Play Bigger, we created a category narrative that aligned with Qualtrics' vision. We first illustrated the Experience Gap—the disparity between a customer's real experience and what companies believe that experience to be—something many businesses were struggling with. We then conveyed how Qualtrics, as the first Experience Management Platform, effectively bridges this gap. After receiving approval from Qualtrics' executive team, this strategy served as the backbone for CEO Ryan Smith’s presentation at the category launch and all subsequent public communications. As a result, shortly after Ryan’s keynote, Qualtrics secured $180 million in venture capital based on this new category narrative, bringing the company's valuation to $2.5 billion. A year later, they were acquired by SAP for $8 billion. Qualtrics remains the leader in Experience Management and went public in 2021 at a valuation of $21 billion.

Newsela Category Strategy, Brand Identity, and Website

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In 2017, Newsela enlisted our services to aid in their goal of transitioning K-12 reading into the digital age. We developed a category strategy that established Newsela as an Instructional Content Platform, appealing to teachers across all subjects. From this foundation, we crafted a new brand identity, homepage, marketing materials, and an executive keynote speech, which helped broadcast Newsela's message to millions of educators and students. Following the launch of this new category, Newsela experienced an astonishing growth of 3471%, and today holds a valuation of $1 billion. Initially recognized mainly as a leveled reading tool for English Language Arts, we aimed to clarify that they were, in fact, a platform providing innovative content applicable across various subjects. To achieve this, we conducted three strategy workshops with Newsela’s leadership to redefine its mission, positioning, and vision, and crucially, to create a new category. The outcome of these sessions was a 120-page category Point of View document that detailed the Reading Engagement Gap and the innovative solution represented by the Instructional Content Platform. Understanding that this platform aimed to provide students of all reading levels with access to fresh content, we designed their new brand identity to emphasize accessibility, particularly evident in the logomark, which symbolizes a gateway to infinite content. Lastly, we assisted Newsela in unveiling their new category, positioning, and branding through collaboration with their CEO on both a conference presentation and an internal presentation to communicate the company's new direction to the team. As a result, Newsela continues to reshape the K-12 education landscape, now reaching over 75% of American classrooms, and is valued at $1 billion.

Clari Brand Identify and Website

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Clari is the leading Revenue Operations Platform. They approached us after noticing that, despite their ambitious vision and innovative product, their brand did not reflect that. We developed a new logo, brand identity, and website to establish them as a leader in their field. Our collaboration began with a detailed design brief, created in close partnership with Clari’s executive team, which served as the foundation for all our subsequent work and ensured consistency across various launch deliverables. After refining the brief, we focused on designing their new logo and brand. The final logo symbolizes Clari’s uniqueness as the premier Revenue Operations Platform; it features an inward-pointing arrow that identifies valuable data and an eye that forecasts future revenue. These concepts of clarity and foresight informed our brand design approach. Every element of the website—ranging from user experience and design to the written content—worked together to firmly position Clari as the dominant force in Revenue Operations. This included a “Why Change?” page that articulates the strategic narrative of the category while reinforcing Clari’s leadership. RESULTS: Shortly after our partnership, Clari successfully secured $150M in Series E funding, boosting their valuation to $1.6B.

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