Guide’s story began in 2016 as Zap Creative, founded by two people with a shared belief — that every great business starts with a dream worth building. From the beginning, our goal wasn’t just to make things look good. We wanted to help people bring their vision to life with purpose and clarity.
At the time, design and marketing agencies were everywhere, but something was missing — a bridge between brand and business, between purpose and profit. So, we built a space where strategy and creativity could work together to build brands that were not only seen but understood.
As our work grew, we started noticing a pattern: many entrepreneurs and teams had strong brands but didn’t always know how to use them day to day. So, we created training to help people activate their brands — to live them out through every interaction and decision.
Over the past decade, we’ve had the privilege of working with businesses across Canada and beyond, mentoring hundreds of leaders and teams. Our heart has always been the same: to guide people toward confidence, clarity, and growth.
By late 2025, it became clear that our name no longer reflected who we had become. The work, the relationships, and the results pointed toward something deeper: the power of guidance. And so, Guide was born.
A Clear Vision Forward
When we stepped back and looked at everything we had built, one thing stood out:
We love helping people thrive.
Not just through strategy or design, but through alignment, helping brands connect who they are with what they do, and creating a ripple effect that reaches their people, customers, and communities.
That’s what we mean when we say we guide brands from the inside out.
Because when purpose is clear and people are aligned, growth happens naturally.
A name with meaning
When you’re venturing into something new, building a business, leading a team, or navigating change, it helps to have someone walk alongside you. Someone who’s been there, who can see the map ahead, and help you take the next right step.
That’s where Guide comes in.
Brands need more than a logo or a message. They need direction, a way to stay true to their purpose as they grow and evolve. Our name reflects what we do best: help leaders and their teams move forward with confidence, clarity, and heart.
We believe in partnership. We believe in process. And most of all, we believe that when people are equipped and guided well, they thrive.
Guide Voice Pillars
Everything we say and create reflects these four pillars:
Purpose-Driven
We start with why, because meaning brings direction.
Authentic
We speak with honesty, empathy, and authenticity.
Approachable
We make the complex simple and meet people where they are.
Motivating
We inspire action, optimism, and forward movement.
Guide Brand Identity
Our personality is curious, grounded, and adventurous. Building a brand is a journey, one that’s meaningful, unpredictable, and full of discovery. Change doesn’t happen overnight; it happens through passion, courage, and the drive to make a difference.
We know that growth can feel chaotic at times, but that’s where we come in, to bring clarity in the midst of the unknown and calm within the momentum. Our brand feels approachable, trustworthy, and human, designed to meet people where they are and guide them toward where they’re going.
Symbol
Our logo was designed to feel memorable, meaningful, and directional, a visual reminder of what it means to be guided.
At its core, the mark is inspired by a compass, a universal symbol of exploration and clarity. It represents our role in helping brands navigate their path forward with purpose and confidence.
Hidden within the mark is an upward arrow, a subtle nod to growth and perspective. It reminds us that when you rise above the trees, you can see the bigger picture, your true direction.
We call it the Guide Compass. It embodies our belief that every thriving brand needs a clear sense of direction, a strategy that acts as its compass.
And just as we guide others, we’re guided too, by faith, by purpose, and by a desire to see people and businesses grow in meaningful ways.
Our symbol points upward for a reason: it’s a reminder to keep looking ahead, stay grounded in purpose, and trust the journey.
How we guide your brand to thrive
Our work starts with connection. We take time to listen, understand, and learn what drives you, your goals, your people, and your values. Because when a brand aligns from the inside out, impact follows naturally.
Our offerings:
01 – Consultation
We work alongside your leadership team to align your vision, goals with a strategic roadmap.
02 – Branding
Bringing your vision to life with a brand that connects internally and externally.
03 – Training
Equipping your team to align their actions with your brand, thinking strategically and working together toward shared goals.
04 – Support
Brands thrive when there’s ongoing alignment. We offer hands-on guidance, direction, and creative partnership to reach your goals.