Pendo proves custom beats corporate in this research firm rebrand

When a market research firm has built relationships with global brands over more than a decade but their visual identity still reflects the early days, something’s got to give. That’s the situation Lux Insights found themselves in – a Vancouver-based company with serious client credentials but a look that hadn’t really evolved since 2009. The disconnect was more than just aesthetic. “The brand wasn’t playing at the same level as the organisations they were working with,” explains Peter Ladd, Co-Founder & Creative Director at Pendo, the agency tasked with closing this gap. While Lux had built relationships with established B2B and B2C brands, their visual presence suggested they were still finding their feet. But Lux didn’t want to transform into another corporate research machine. They’d built their reputation on being personable and expert – the kind of team that customises methodology rather than pushing standard packages. The challenge for Pendo wasn’t just about looking more professional; it was about communicating this thoughtful, curated approach visually. The breakthrough came when Pendo focused on how Lux truly works. “The ‘Insights Architect’ emerged naturally when we focused on the ways in which Lux approaches the work,” Ladd reveals. The concept isn’t marketing fluff – it reflects their actual process of customising methodology, unearthing data, then building strategic direction from solid foundations. This architect metaphor became the foundation for everything that followed. Pendo developed a modular identity system built around a grid concept – think building blocks that can be arranged and rearranged while maintaining structural integrity. The logo itself demonstrates this flexibility, with a master version for external communications and secondary variations for internal presentations and reports. It’s a practical solution that prevents the brand from going sideways while giving the team freedom to customise.