Genesis10 has introduced a refreshed brand and a newly redesigned website.
The Genesis10 rebrand paired brand updates with website design work to create a smoother experience across the site.
The update includes a refined logo and a new color palette. You will also notice a more streamlined path through the content. The changes bring more clarity to how the brand is presented and how users move through the site.
This work took shape over time and involved more than a visual update. It meant rethinking how the brand appears across the site and how information is organized.
To look more closely at how it came together, we sat down with Tina Holt, Senior Marketing Manager, who led the design direction for the rebrand. She shared what led to the change and what went into the new look.
Summary
Genesis10's refreshed brand and redesigned website were developed together to create a more cohesive, approachable, and user-friendly experience.
This corporate rebranding process focused on refinement rather than reinvention. It updated the logo, color palette, and visual language to better reflect the company's people-first identity.
Tina Holt explains how the process balanced strategy, design choices, collaboration, and feedback to bring the new brand to life.
Q&A with Tina Holt
What made this the right time for a brand refresh?
It really felt like the right time to refresh the brand because we were already redesigning the website. That gave us a natural moment to step back and look at everything as a whole.
Over time, I had noticed small areas where the brand could improve, not completely change but refine here and there. The new website gave us the chance to act on those ideas and bring more consistency across the board.
We chose a more natural color palette on purpose to create warmth and approachability. It was not about reinventing everything. It was about evolving the brand in the right places.
So really, it came down to timing. The opportunity was there, and it made sense to take it.
What did you want the new brand to reflect that wasn't coming through before?
I wanted the brand to better express our new voice through its visual language. Design is not just about how something looks. It is also how it communicates and how it makes people feel.
We chose a more natural color palette on purpose to create warmth and approachability. Color can shape an experience, and this shift helps the brand feel more human and inviting.
Because so much of what we do is centered on people, it was important that the visual identity reflect that. The updated brand feels more approachable and represents who we are.
Where did you start when approaching the rebrand?
I started by looking at what was working and what was not. A lot of the early work was about strengthening our base by keeping the good and improving the parts that felt off.
As a team, we spent a lot of time understanding who we are as a company. Our culture, our values, and how we show up to do business. Once we had that, my job was to turn it into a visual language.
So really, the approach was rooted in who we already are. It was not about trying to create something we are not. It was about being honest and making sure the brand reflects us. Once that clicked, everything else started to come together more naturally.
What was the biggest challenge during the process?
Design-wise, the biggest challenge was the amount of trial and error. Sitting with ideas, building them out, tweaking them, and then bringing in feedback. That process can be tough, especially with something as big as a rebrand.
There are a lot of opinions and emotions tied to a brand, and that is part of what makes it meaningful. But it also means you are balancing many different points of view at once.
One other big challenge was making sure people felt heard while also standing behind the decisions I was making. It was important to clearly explain the "why" behind much of the work so the strategy would not get lost along the way.
Let's talk about the logo. What changed and why?
The updates to the logo were really about balance. Most of the changes are subtle. They are probably things the average person would not notice, but from a design point of view, there were small areas that felt a bit off.
One of the biggest changes was replacing the lowercase "g" with an uppercase "G." The descender, the part of a lowercase letter that drops below the baseline, was creating some imbalance, especially when the logo was used across different pieces of collateral. Moving to an uppercase "G" helped clean that up and brought everything back into better visual balance.
It also felt more natural. When people write it out, they tend to capitalize it anyway, so the change lines up better with how the brand appears in real use.
We also added a secondary "G10" logo. That addition helped too, because the uppercase "G" works much better and creates more consistency across the full logo set.
How did the new brand influence the design of the website?
As I started working more with the updated color palette, it became easier to find imagery that felt aligned, and everything began to come together in a more cohesive way.
We joked as a team that we could only go up from where we were, and there is truth to that.
The new site is a big step forward.
A lot of that comes down to the details.
The experience is the result of all the small, thoughtful decisions the team made along the way.
The updated brand and visuals helped create a site that feels more cohesive, more intentional, and ultimately like a better experience for the user.
What's something on the new site you're especially proud of?
Honestly, what I'm most proud of is not a single element on the site. It is the process behind it.
There were definitely moments when it felt like a huge undertaking, and times when we wondered how it would all come together. But over the course of the year, it became a collaboration across the team, from strategy and content to design and brand.
It was the many conversations, working sessions, and small decisions along the way that made the biggest impact. Everyone had a hand in shaping the final result.
So for me, what I'm most proud of is the overall effort. The site is what it is because of that shared investment, and you can feel that when you experience it.
The new Genesis10 brand and website reflect who we are today. You can explore the new site to see what has changed.