The Power of Rebranding: Gold Front’s Strategic Transformation of Kindsight

Designed by Gold Front

Gold Front worked with Kindsight (formerly iWave) to transform their brand, category, and name, positioning them as leaders in the fundraising tech space. When Gold Front first partnered with the company, they had just merged with three others and were struggling to unify multiple products into one powerful platform. Their old name, brand, and category no longer fit.

Gold Front began by identifying the core problem Kindsight addresses: the lack of advanced fundraising tech, which they named "The Fundraising Blindspot." They then introduced a new category for the company, the "Fundraising Intelligence Platform," emphasizing how Kindsight is revolutionizing the industry with AI-powered insights.

Next, Gold Front set out to rename the company, testing over 1,000 possibilities before landing on "Kindsight," a name reflecting both kindness and insightful donor targeting. To complete the transformation, Gold Front created a new visual identity. The earthy greens and warm maroons symbolize both human and financial growth, while hand-drawn illustrations evoke work driven by compassion. The new "K" logo features an eye, representing clarity and forward-looking insight.

This new category POV, brand, and name now firmly position Kindsight as a leader in the fundraising world, empowering nonprofits with the tools to achieve even greater impact.

Josh Lowman is the founder of Gold Front, a leading category design studio known for its transformative impact on business. With vast experience and strategic insight, Josh has been a key advisor to numerous founders and CEOs, helping them create and lead new market categories.

His work with major companies like Uber, Qualtrics, and Clari has been pivotal in reshaping industries and driving their success. Through Gold Front, Josh continues to empower businesses to redefine their markets, driving innovation and helping them achieve leadership positions.

The Power of Rebranding: Gold Front’s Strategic Transformation of Kindsight

Designed by Gold Front

Gold Front worked with Kindsight (formerly iWave) to transform their brand, category, and name, positioning them as leaders in the fundraising tech space. When Gold Front first partnered with the company, they had just merged with three others and were struggling to unify multiple products into one powerful platform. Their old name, brand, and category no longer fit.

Gold Front began by identifying the core problem Kindsight addresses: the lack of advanced fundraising tech, which they named "The Fundraising Blindspot." They then introduced a new category for the company, the "Fundraising Intelligence Platform," emphasizing how Kindsight is revolutionizing the industry with AI-powered insights.

Next, Gold Front set out to rename the company, testing over 1,000 possibilities before landing on "Kindsight," a name reflecting both kindness and insightful donor targeting. To complete the transformation, Gold Front created a new visual identity. The earthy greens and warm maroons symbolize both human and financial growth, while hand-drawn illustrations evoke work driven by compassion. The new "K" logo features an eye, representing clarity and forward-looking insight.

This new category POV, brand, and name now firmly position Kindsight as a leader in the fundraising world, empowering nonprofits with the tools to achieve even greater impact.

Josh Lowman is the founder of Gold Front, a leading category design studio known for its transformative impact on business. With vast experience and strategic insight, Josh has been a key advisor to numerous founders and CEOs, helping them create and lead new market categories.

His work with major companies like Uber, Qualtrics, and Clari has been pivotal in reshaping industries and driving their success. Through Gold Front, Josh continues to empower businesses to redefine their markets, driving innovation and helping them achieve leadership positions.