Providing monitored security solutions to homes and businesses since 1950, Guardian Protection is one of the nation’s largest and most highly regarded security companies. Guardian’s brand was extremely stagnant over the past several decades, and the company saw the need for a brand refresh. We determined that current employee and customer perceptions were critical to moving the brand in a new direction, so MarketSpace led an in-depth employee interview process conducted over the course of several days. We met with each internal department to get their assessment of who Guardian is, and who they believe Guardian could be. We also reviewed hundreds of customer reviews with valuable insight about the brand. Using this research as a basis, we developed a new brand construct for Guardian, which included changing their name from Guardian Protection Services to Guardian Protection. It also included all brand elements such as mission, vision, values, target audience and personas, brand pillars, brand idea and personality. Beyond that, we also designed a new logo and color palette, created a style guide and a brand guide, and rolled the brand out to identity and collateral materials.