Every Kongregate talk they're always saying "guilds, guilds, guilds". Sure, but does that even work for my type of game? And what should a guild design for my game look like? In this design-focused talk, guilds will be deconstructed into their kernel and then built back up feature-by-feature with an eye on implications for retention, monetization, and engagement. Examples from the industry will be used to look at best practices and missed opportunities while it explores traditional and experimental guild elements. It will also walk through the exercise designing a guild system for a popular casual game, challenging the audience to step outside the boundaries of traditional genres when thinking about guilds in games.