Building a brand identity to bridge the gap between data and decisions

Avidly partnered with Grunt to deliver a comprehensive brand refresh and website reskin focused on eliminating the barrier between data and decisions. By assembling a specialist team for an immersive two-day workshop in Oslo, Avidly isolated critical customer pain points and translated Grunt's technical "superpowers" into a more impactful brand story designed to amplify their solutions like never before.

The project resulted in a new tone of voice, a refined visual identity, and a high-performance HubSpot website optimised for accessibility and conversion. The final delivery achieved a 10/10 NPS score and clarified Grunt's purpose so effectively that new users could understand the value proposition in seconds.

As the competitive landscape evolved, Grunt’s existing brand identity lacked the cohesive storytelling required to engage complex B2B buyer journeys involving Finance, Strategy, and IT stakeholders.

The team needed more than just a visual update; they required a strategic framework to communicate Grunt’s unique value — saving users up to 66% of manual slide creation time — in a way that felt credible and compelling to large enterprise accounts. The challenge was to condense years of technical innovation into a more empathetic brand story that resonated emotionally, while maintaining the high standards for design and efficiency expected by consultants and investment bankers.

Avidly’s approach began with deep immersion. A specialist team of strategists, content specialists, and designers visited Grunt HQ to work directly with its CEO and VPs. This collaborative "mission impossible" timeline focused on mapping stakeholder-specific pains — such as late-night formatting and strategic narrative risks — to Grunt’s core strengths.

The solution included:

• Brand messaging framework: Redefining "Grunt" from military slang to the honorable effort that drives business progress
• Tone of voice: Establishing a voice that’s inspirational, forward-thinking, and efficient — ditching jargon to speak directly to the human need for impact
• Visual identity development: Refreshing the logo with a "running person/athlete" symbol representing energy and forward motion, paired with an "Outfit" typeface for geometric clarity
• High-performance web build: A full rebuild on HubSpot CMS, creating a no-code environment that gives Grunt total control over their marketing assets while ensuring top-tier page speeds and accessibility

The collaboration breathed life into a brand that now leads with its "why." The new website seamlessly guides visitors from the pain of data chaos to the confidence of definitive decisions.

Internally, the launch received standing ovations and clarified the company's purpose for the entire organisation. By removing the friction between data and decisions, Grunt now empowers professionals to turn wasted nights into breakthrough moments.

Our work resulted in a client experience that was rated 10/10 on NPS.

Avidly’s success with Grunt stems from our ability to combine deep B2B SaaS expertise with a proactive, partnership-led approach.

We don't just deliver templates when we execute web projects. We provide strategic sparring and technical excellence that challenges the status quo.

With the marketing foundations now firmly in place, Grunt is positioned to scale consistently across global channels. The partnership continues with ongoing HubSpot consultancy and content strategy to ensure that, as Grunt innovates with AI, its brand story remains the leading voice in data-driven communication for Microsoft PowerPoint.