The world of FBA reimbursements is complicated and Getida was up against a number of misconceptions. Although beloved by customers, competitors pushed a narrative that Getida was some faceless offshore operation, or that Amazon’s regulations limited Getida’s efficacy. The brand was doing itself no favors; with a lack of consistency and quality, Getida was not perceived as credible enough to combat these misunderstandings.

We saw a huge opportunity for Getida to make itself known through education and thought leadership, while building trust and brand equity. We also advocated for more information about Getida, the company — values, culture, people — to be made publicly available and part of its brand. This type of content is where brands can communicate the intangibles prospects look for in the buying journey, and these values already existed inside Getida’s walls. The teams are real people dedicated to seeing their customers succeed. This is not a

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one-off tool. It’s continual and connected opportunities for growth.

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Getida identified their brand attributes as Dedicated, Dynamic, and Intuitive. Together, these attributes offered a larger story of a confident brand that delivers on its word today and has a vision for the future. We saw ample opportunity for these attributes to express the company in a way that empowered audiences to join Getida’s impactful story and created meaningful distinction among rival companies, who compete on price with no sense of leadership.

A few clear goals came out of brand strategy that shaped our verbal identity work: Getida is the Sage (their brand archetype) that will guide FBA sellers to their best reimbursement solution. Messaging needed to emphasize the partnership Getida offers to build trust, while the brand voice needed to feel caring, confident, and clever.

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Getida had two audience segments to consider: entrepreneurial small and medium-sized businesses (SMBs) and enterprise. It’s important to understand and speak to each audience specifically. Entrepreneurial SMBs may be looking for greater freedom in their business and looking for a partner that “gets it.” Conversely, enterprise users may care more about maximum efficiency and integrations with their current tech stack. We crafted their Audience Messaging Framework for both audiences.

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In addition to the AMF, we also built out core messages, a brand story, and tagline to be proud of: “More than money back — it's the way forward.”

The Getida logomark celebrates forward-thinking and a dynamic approach with the movement of an arrow. The logomark is not only an arrow but also evokes a plus mark, symbolizing growth and prosperity.

While Getida’s old logo contained an arrow inside the “G,” the arrow pointed backwards. The new arrow holds significant storytelling potential about looking forward — embodying Getida's legacy, community, values, and culture within a simple symbol.

To guide our approach in how Getida presents itself, we drew inspiration from musical instruments. Specifically, we looked to vintage Fender Telecaster electric guitars for our color palette. These colors were carefully selected to evoke the ideas of amplification, dedication, and trust. We chose bronze as our lead tone to convey innovation and creativity, while black and white represent innovation and sophistication. Warm white adds a human touch and emphasizes our dedication to our customers. Overall, the palette exudes experience, maturity, growth, and strength — all qualities that come from a partnership with Getida.

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To give Getida messaging a bold and confident voice, we opted for FK Screamer, a condensed font family, for primary headlines. This decision to go all-uppercase was influenced by the previous Getida logo, which featured an all-uppercase lettering style. The new font choice builds on this legacy and reinforces the idea that Getida's messaging is more than just a name — it's what we say and how we say it.

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We can portray Getida's values and services through our dynamic marketing iconography. The marketing iconography evokes feelings of enthusiasm and dedication by employing light and expressive line work, which carries into the illustration style.

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A graphic packing tape element adds dynamic energy to the brand and draws a connection to the importance of e-commerce. It’s an easy-to-use and complementary visual asset that balances the whole brand, highlighting key words.

As our branding project wrapped, Getida reached out for assistance as they assembled website messaging. Focus Lab's retainer offering not only helped craft the right words, but also arrange messaging priorities and proof points to clearly convey value and impact. We got Getida ready for conferences by designing various booth materials, in addition to letterheads and a few UI elements.