Blackcoffee®

BACKGROUND

Introduce your business and what you do there.

I am the creative director at Colonial Mills, which is a braided rug manufacturer and wholesaler.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Blackcoffee?

We had just revamped our product line, and we needed to do the same with our branding efforts. Later, we returned to them to work on a website.

SOLUTION

What was the scope of their involvement?

Blackcoffee’s first objective involved interviewing customers and our internal staff to learn more about our business and determine our current state of branding. They returned with logo designs and new formats of our messaging. They built a solid foundation for us to operate from in terms of what images we use, what words we use, and how we discuss the product with customers.

What is the team composition?

We worked directly with Mark and Laura, their lead brand expressionists.

How did you come to work with Blackcoffee?

They have assisted with tasks for my husband’s business, as well, so he referred them to me.

What is the status of this engagement?

We worked together from March 2014–October 2017.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our product line and this new brand initiative we released around the same time, and customers responded well to the visual consistency. We have been able to create internal guidelines for our style and our messaging. We are more standardized, and we understand how our brand is supposed to be portrayed. Blackcoffee provided the structure necessary to better interact with customers and understand our own brand.

How did Blackcoffee perform from a project management standpoint?

They were tremendous. We had several phone discussions, email collaborations, and in-person meetings as necessary. Mark and Laura were always available for in-depth discussions and problem-solving meetings. Their accessibility was a great asset.

What did you find most impressive about them?

We hadn’t ever worked with a firm that specialized in branding. In short order, Laura and Mark proved that their expertise was unique. Their knowledge of brands, consumers, and consumers’ responses to those brands is so pronounced. It was fascinating to work with true brand experts.

Are there any areas they could improve?

We experienced one miscommunication regarding the website. It was developed by somebody Blackcoffee had recommended, and the functionality of it didn’t match what we expected. It was a minor complication in the grand scheme of the project. Generally speaking, Blackcoffee was a pleasure to work with.

Any advice for potential customers?

At the end of the day, you know your business and industry best, just as they know their space best. It’s important for both sides to embrace that expertise and strike a balance so that it is best utilized for all parties.

BACKGROUND

Introduce your business and what you do there.

I'm a senior global marketing manager for a footwear brand.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Blackcoffee?

A major part of my role was ensuring that our brand is consistent across all mediums and all regions. We were facing some challenges with our international brands not following our brand guidelines (i.e., using different logos), so we were looking for a vendor that could help hone in on our overall branding strategy, unifying the way it's portrayed throughout the company.

SOLUTION

What was the scope of their involvement?

Blackcoffee provided an overall brand strategy, ensuring consistency across various marketing mediums. They laid out a roadmap for how the brand should be utilized going forward and presented it to a cross-functional group before fully adopting it internally.

What is the team composition?

I generally worked with Brand Expressionists Laura and Mark.

How did you come to work with Blackcoffee?

I think I discovered them just through some initial research locally and reached out to them with some specific questions about some terminology on their website. Mark was immediately very helpful and gave some great examples of how brands have overcome similar challenges.

What is the status of this engagement?

We worked together from around fall 2006 to October 2008.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Blackcoffee helped strengthen our brand overall. The work they provided equipped us with the tools to effectively improve consistency across all mediums.

How did Blackcoffee perform from a project management standpoint?

They were very responsive in communications and I liked the fact that they knew when to call versus send an email.

What did you find most impressive about them?

I've worked with many other agencies throughout my career, but I think Blackcoffee differs from others in the way they think about the consumer. They're able to bring in fresh perspectives that get us thinking outside of our bubble. They don't have a set agenda or cookie-cutter approach to each client, and they're great about articulating their feedback or providing direction.

Are there any areas they could improve?

No. However, I think they could do a better job of promoting themselves since they do such great work.

Do you have any advice for potential customers?

Just go into it with an open mind and allow their team to showcase their expertise.

BACKGROUND

Introduce your business and what you do there.

I am the Managing Director of Dockser Management. I work with companies that are developing new ideas, new products, or new divisions, depending on the size of the company. I help them brainstorm ideas and implement them.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Blackcoffee?

I was doing some consulting work for Adtech Systems, which was looking to rebrand and better position itself in the marketplace. It benefitted from strong brand recognition but was facing a lot of competition from unbranded imports. I recommended Blackcoffee to assist with that rebranding.

SOLUTION

What was the scope of their involvement?

Blackcoffee’s discovery phase began with attending a trade show to become more familiar with the consumer base and how other companies in the space market themselves. Interviews followed with the CEO, the head of sales, and customers to learn how the company is perceived in the marketplace. From there, they helped design a new look and logo for the company. The logo was implemented on the website, products, packaging, and other materials. Previously, there had been no branding standards in regard to the color scheme or messaging. Now, the brand was consistent on all fronts. We prioritized the quality, reliability, and stability of the brand—notable differentiators from the unbranded competitors.

What is the team composition?

Adtech supplied one project manager. With Blackcoffee, I worked primarily with their brand expressionists, Mark and Laura.

How did you come to work with Blackcoffee?

I interviewed six agencies ranging from solo practitioners to modest-sized companies like Blackcoffee, along with some larger firms I’ve done work with. Obviously, they had to be skilled, but I was looking for who would be the best fit, so I recommended Blackcoffee.

How much have you invested with them?

The project cost was around $100,000.

What is the status of this engagement?

The bulk of my activity lasted two or three months sometime in 2014.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The new branding is standardized across all materials and accomplishes the desired differentiation from competitors. Blackcoffee’s work allowed us to communicate better and easier with the consumer and the industry.

How did Blackcoffee perform from a project management standpoint?

I’ve worked with them on other smaller projects, and they’re always incredibly responsive and helpful. Even on a prospective basis, they are receptive and professional.

What did you find most impressive about them?

I appreciate that I’m able to work with the principals, and the work is not pushed off to someone with limited experience.

Are there any areas they could improve?

When there is a fair amount of lead time, they perform really well. Quick turnarounds are not always possible, however, because their resources are limited to only them. They don’t have a junior resource that can assist with time-sensitive projects. The obvious benefit of using them is the quality of their work—but the quality takes time.

Any advice for potential customers?

Much like our onboarding session included the trade show visit, I would recommend a discovery phase that gives them deep insight into your own space. The more information they have about your consumer base, the more helpful they will be.

BACKGROUND

Introduce your business and what you do there.

I’m CEO of a digital consultancy. We focus on helping businesses accelerate their growth by leveraging emerging trends in digital technology.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Blackcoffee?

We wanted help articulating our market position and services in a succinct way. We’ve solved a lot of challenging problems for disparate organizations over the years. We needed help creating a strong, unifying theme.

SOLUTION

What was the scope of their involvement?

They led a series of joint workshops. Blackcoffee took our executive team through a series of exercises to hone in on the key attributes of who we are, and the common challenges that we're solving. They also conducted an interview with about 30 customers and employees. They asked customers to articulate why they engage us and what they expect us to do. From an employee perspective, they asked what types of work they do and why they stay with the company.

The process evolved from just a position statement to a branding exercise. The final product was a brand positioning and an overarching brand redesign that we’ll be releasing early next year. We're already planning on continuing with them on a second engagement because brand positioning and messaging is never static. If the first phase was about identity and position, the second phase is about messaging, brand rollout, and execution.

What is the team composition?

We primarily work with Mark (brand expressionist, Blackcoffee) and Laura (brand expressionist, Blackcoffee). They pull in other members of their team for particular needs, such as copy editing or design.

How did you come to work with Blackcoffee?

A mutual friend suggested that we get together. We had several meetings just to get to know each other as professionals. We interviewed several agencies, but felt most comfortable working on this challenge with Blackcoffee.

How much have you invested with them?

We’ve spent between $75,000–$100,000 to date. We’ll probably spend a similar amount on the second engagement.

What is the status of this engagement?

We started working together in September 2017 and the engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We've seen an uptick in the number of clients engaging us in second and third sales conversations. Thanks to Blackcoffee, our simplified messaging resonates better in the market.

How did Blackcoffee perform from a project management standpoint?

Mark and Laura have a fantastic attribute of having strong opinions that are loosely held. That means that they will challenge requests when a client says they need a specific thing done. They’re willing to push back and say that the specified action won’t actually deliver results, or will actually be counterproductive to the mission. They will strongly debate in order to make risks clear to the client. However, they’re also cognizant that sometimes a client just needs an action to be done. They’re open to listening to new information, and willing to move their position.

We use a combination of Trello and Excel for project management. Mark and Laura are open to using whatever tool is most conducive for collaboration.

What did you find most impressive about them?

We've spent a fair amount of marketing dollars with brand and creative agencies over the years, and the results have been highly inconsistent. Mark and Laura have a depth of experience and focus on mastering their craft. We’re very pleased with the pool of expertise—in brand identity, positioning, and messaging—that we can tap into. Also, they're not prescriptive in the way that they approach their work. While consultants often make the worst clients for other consultants, we think working with Blackcoffee made both parties smarter.

Any advice for potential customers?

They use a very collaborative process. You need to participate fully in order to get the most out of the experience. Allow yourself to fully engage in the process, even if you had bad experiences with workshops in the past. The results only get better the more that you engage. If that's not a style that works for you, they're probably not the right fit.

BACKGROUND

Introduce your business and what you do there.

I work for a medical device and drug development technology company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Blackcoffee?

Originally, we needed help naming a consumer product.

SOLUTION

What was the scope of their involvement?

We put together a detailed scope of work and outlined key deliverables and deadlines. All of those important metrics were met, so subsequently, we engaged them several times to build out many of our company’s brands. It was a very good relationship.

What is the team composition?

I worked with two of their brand expressionists directly; both were exceptional. That was always the interface I had.

How did you come to work with Blackcoffee?

I first found them online. We interviewed other firms extensively and found them to be the best. Then, we met several times, negotiated, and discovered whether we wanted to work together.

What is the status of this engagement?

We worked with them from 2012–2017.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

I think they've done a spectacular job. Our name and our brands are recognized by the industry, and that's a direct reflection of their work. Others have asked where we’ve gotten our naming and branding done. It’s exceptional work.

How did Blackcoffee perform from a project management standpoint?

Their project management was excellent. We communicated primarily over the phone, and they were extremely responsive.

What did you find most impressive about them?

They're hyper-focused. They don't do PR and they don't do other aspects of marketing or advertising, so they're experts in naming and brand identity—and that’s a rarity. They only do what they know best.

Do you have any advice for potential customers?

Have a little faith and trust them.

BACKGROUND

Please describe your company and your position there.

I am the VP of Marketing at Luxury Brand Holdings, which includes the Ross-Simons and Sidney Thomas jewelry stores.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Blackcoffee?

We engaged them to redesign our website with a modern and user-friendly interface.

What were your goals for this project?

We wanted a world-class update to our design aesthetic that wouldn’t alienate our customer base who, at 62 years old on average, is not overly receptive to change.

SOLUTION

How did you select this vendor?

We looked at the great work that Blackcoffee had done for us in the past as well as their current portfolio.

Describe the project in detail.

They did a page by page redesign of the major customer-facing presentations. This included search results, home page, product pages, and checkout.

What was the team composition?

Marc and Laura (Owners, Blackcoffee) led the design process and were involved in the project’s other components.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The new design was great received favorable customer feedback for its legibility and ease of use. They did a nice job.

How effective was the workflow between your team and theirs?

Both Marc and Laura were very efficient.

What did you find most impressive about this company?

The team had great execution because they paid attention to detail and were always willing to listen to us.

Are there any areas for improvement?

No. They should keep up the great work.