Genesis10 has introduced a refreshed brand along with a newly redesigned website.
The update includes a refined logo and an updated color palette. You will also notice a more streamlined experience across the site. The changes bring more clarity to how the brand is presented and how users move through the content.
This work took shape over time and involved more than a visual update. It required rethinking how the brand appears across the site and how information is organized.
To take a closer look 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 shaping the new look.
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 take a step back and look at everything more holistically.
Over time, I had been noticing small areas where the brand could be improved—not completely changed but refined here and there. The new website gave us the chance to actually act on those ideas and bring more consistency across the board.
We focused on making intentional updates like refreshing parts of the color palette that weren’t working as well and keeping the pieces that were already strong. It wasn’t about reinventing everything, just evolving the brand in the right places.
So really, it came down to timing. The opportunity was there, and it made sense to take advantage of it.
I wanted the brand to better express our new voice through its visual language. Design isn’t just about how something looks. It’s also how it communicates and how it makes people feel.
We intentionally leaned toward a more natural color palette to create a sense of warmth and approachability. Color can really shape an experience, and this shift helps the brand feel more human and inviting.
Because so much of what we do is centered around people, it was important that the visual identity reflect that. The updated brand feels more approachable and represents who we are.
I started by looking at what was working and what wasn’t. A lot of the early work was really about strengthening our foundation by keeping the good and improving the areas that felt off.
As a team we did a lot of deep understanding of 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 translate that into a visual language.
So really, the approach was rooted in who we already are. It wasn’t about trying to create something we’re not, it was about being honest and making sure the brand actually reflects us. Once that clicked, everything else started to come together pretty naturally.
Design-wise, the biggest challenge was really the amount of trial and error. Sitting with ideas, building things 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’s part of what makes it meaningful. But it also means you’re balancing a lot of different perspectives 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 communicate the “why” behind a lot of my work so the strategy didn’t get lost along the way.
The updates to the logo were really about balance. Most of the changes are pretty subtle. Probably things the average person wouldn’t notice but, from a design perspective, there were small areas that felt a bit off.
One of the biggest changes replacing the lowercase “g” to an uppercase “G.” The descender (the portion of a lowercase letter that extends below the baseline) on the lowercase version 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 a better visual balance.
It also just felt more natural. When people write it out, they tend to capitalize it anyway, so the change aligns better with how the brand shows up in real use.
We also added a secondary “G10” logo. This addition played a role too because the uppercase “G” works much better creating more consistency across the full logo collection.
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’s truth to that. The new site is a huge 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 just a better experience for the user.
Honestly, what I’m most proud of isn’t a single element on the site. It was the process behind it.
There were definitely moments where it felt like a huge undertaking, and times where we questioned how it would all come together. But over the course of the year, it really became a collaboration across the team. From strategy and content to design and brand.
It was the countless 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 I think 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’s changed.