Capsule

BACKGROUND

Please describe your company and position.

I am the CEO of Pangaea

Describe what your company does in a single sentence.

Personalized accounting, human resource and strategy services for small businesses and non-profits.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Capsule to accomplish?

• Brand Identity
• System Design
• Website

SOLUTION

How did you find Capsule?

Referral

Why did you select Capsule over others?

• High ratings
• Close to my geographic location
• Pricing fit our budget
• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned

How many teammates from Capsule were assigned to this project?

2-5 Employees

What was your primary form of communication with Capsule?

• In-Person Meeting
• Email or Messaging App

Describe the scope of work in detail. Please include a summary of key deliverables.

I needed an entirely new brand for my business and Capsule delivered from start to finish! They created a beautiful logo and website, both of which are still relevant years later. They also educated me on brand strategy and implementation, which has been useful in ways that I couldn't have anticipated. They took my vision and helped me craft the messaging that has increased my ability to represent my business and mission more effectively to my clients.

I have no doubt that my business is more successful as a result of their thoughtfulness, creativity and expertise. They truly listened to what I needed and delivered more than I could have expected!

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Logo, website, business cards, messaging I have received many unsolicited compliments on all of the pieces of my brand. It sets me apart from most businesses in my field, and I can tell that the branding speaks for itself - making sales and marketing even easier and more effective.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They were extremely responsive, as well as flexible. They set forth a project schedule and they always delivered on time. When there were moments for me as as business owner where I had to delay the project, they were flexible and willing to work with the new schedule to fit my needs.

What did you find most impressive or unique about this company?

They understand aesthetics, of course, but the depth of knowledge that they brought to the table that incorporated deep psychological understanding of the impact of design and branding was astonishing. It's world class design, substantiated by a true understanding of human psychology, undergirded by years of research.

Are there any areas for improvement or something {provider_name} could have done differently?

None!

BACKGROUND

Please describe your company and position.

I am the Chief Operating Officer of Coremark Metals

Describe what your company does in a single sentence.

Coremark Metals an in industry leader in distributing metals, metal processing services, and hardware guided by CORE values.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Capsule to accomplish?

• A name that aligns with our mission, vision, and values.
• A logo that evokes originality, quality, and trust.
• A brand strategy that people can connect with.

SOLUTION

How did you find Capsule?

Online Search

Why did you select Capsule over others?

• Close to my geographic location
• Great culture fit
• Company values aligned
• Other

Describe the scope of work in detail. Please include a summary of key deliverables.

Scope of work included the following: 

• Two weeks of Capsule's trademarked FOUNDATIONS journaling to define our brand identity as Discount Steel, understand why we don't align with the current brand, and determine our objectives for the project. 
• Five weeks of naming ideation. 
• Five weeks of mark ideation and refinement, production, and final file creation. 
• Five weeks of system design ideation and refinement. 
• Five weeks of style guide ideation and refinement.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

While not measurable per se, out of the greatest outcomes of the project is the alignment we've achieved in our brand. Coremark Metals evokes our CORE values; Compassion, Originality, Reliability, and Ethics, versus our previous brand, Discount Steel, which was difficult to connect with. 

It's been over three years since we've launched Coremark Metals. We've increased annual revenue by 57%. Our team has grown, we've expanded service capabilities, and have developed impactful partnerships with reputable, innovative companies doing really awesome things - like building rockets, developing X-Ray detection services, sustainable farming, and more.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Project Management was excellent. Deliverables were prepared on time, professionally bound, and presented clearly. They really listened to us to understand where we were and where we wanted to go with our brand. They also provided several high quality options for naming ideation, mark design, and brand strategy.

What was your primary form of communication with Capsule?

• In-Person Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

We interviewed several consultants to assist with this project, and quite honestly, there was no question that Capsule was the vessel that would carry us through the journey of rebranding...a journey that can feel risky, daunting, and frustrating at times. We knew we had one shot at this, and we wanted to be able to rest assured that we had a strong crew of talented folks to guide us. 

The team at Capsule is outstanding - creative, intelligent, experienced...they made this project so seamless and we couldn't be happier with the results. Coremark Metals is who we are, to the core!

Are there any areas for improvement or something Capsule could have done differently?

The one component of the project that we found a little cumbersome was the process of trademarking. Capsule did do some vetting on their end to ensure the names they were presenting to us were, in fact, available. 

However, we didn't realize how long it would take to actually trademark our brand once we had already connected with it. I think this part of the journey could be wrapped up into the Capsule project plan to make the process of rebranding even more approachable.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of Pacha Soap Co. We’re a consumer goods company that manufactures and sells personal care and bath products.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Capsule?

We did several projects with Capsule, and one of them involved helping us launch liquid soap in the market.

SOLUTION

What was the scope of their involvement?

Capsule provided us with branding services. Initially, we provided them with a brief that outlined the requirements of the project, along with our previous brand guidelines. They also conducted stakeholder interviews in order to get a better understanding of our company. From there, the team proceeded with the work, helping us develop our product logo, name, color scheme, and other brand assets.

What is the team composition?

We worked with two people from their company, including an account manager.

How did you come to work with Capsule?

They were recommended to us by a mutual connection.

How much have you invested with them?

We spent around $30,000 on this project.

What is the status of this engagement?

We worked together on this project from February–April 2019.

RESULTS & FEEDBACK

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

Capsule did a really good job on our product’s design. Also, the quality of their outputs was great.

How did Capsule perform from a project management standpoint?

They did a good job from a project management perspective. They met all deadlines, stayed on budget, and communicated regularly. We communicated with them via email and phone calls.

What did you find most impressive about them?

We were impressed with Capsule’s ability to produce customized solutions that align with our needs.

Are there any areas they could improve on?

I can’t think of anything that Capsule could’ve improved on.

Do you have any advice for potential customers?

I highly recommend working with Capsule.

BACKGROUND

Introduce your business and what you do there.

I’m the founder and CEO of Verse Chocolate, a chocolate company. We source cocoa beans and process them into chocolate products that are less bitter than other chocolates. We also sell our products in our retail store.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Capsule?

We were starting our business from scratch, so we needed branding, product design, and packaging design services.

SOLUTION

What was the scope of their involvement?

Capsule helped us design and develop everything related to our new image and brand. They basically developed the look and feel of our company and our product, and they helped us come up with our name and message.

Although the chocolate recipe was ours, Capsule helped us design the product shape too. For this part of the project, they used a 3D printer to create models of the product shapes. Our chocolates aren’t bars but individually packaged medallions, for which Capsule also created the packaging and the graphic design for the box. Moreover, they helped us come up with 6–7 different color-coded names for our products.

In addition to the branding, naming, and design services, Capsule helped us with our digital marketing, reaching out to influencers on Instagram and promoting our business on LinkedIn. Their involvement also included creating LinkedIn posts, supporting our participation in Expo West and Expo East, and performing market research.

Additionally, they helped us create an engagement forum called Sync and Link, where people came to meet with us, hear our story, and ask questions. Before the COVID-19 pandemic started, our forum was in person, but we then had to move it virtually through Zoom. We had two of those Zoom meetings, where 100–200 people joined.

What is the team composition?

We worked with six people from Capsule, two of whom were our main points of contact. Their team included the CEO and co-founder, the VP of customer engagement, the director of design, the creative director and co-founder, a design manager, and a communications manager.

How did you come to work with Capsule?

I’m part of another business that worked with Capsule. When I started my new venture, the CEO of that business recommended them. After meeting them for the first time, they came back to us with professional documentation detailing what the project would take. Our final agreement detailed the project expectations and value.

How much have you invested with them?

We spent around $430,000.

What is the status of this engagement?

We first met in December 2018. By May 2019, we signed the final agreement on how they would help us undertake the project. We had our entire branding and collateral design ready by August 2020, and we launched our new image in October 2020. We kept working with Capsule on the marketing side until March 2021, but we decided to part ways because it was getting expensive for us. Still, they help us with design changes and other tasks every now and then.

RESULTS & FEEDBACK

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

Thanks to Capsule, we went from idea to selling our final product in 21 months despite the COVID-19 pandemic.

How did Capsule perform from a project management standpoint?

Capsule performed really well. We had daily 10–40-minute calls at 8 a.m. through Zoom. Additionally, they used their own project management tools internally to track the project.

What did you find most impressive about them?

Capsule was an excellent design firm. They understood our product and what we were trying to do very well. They also understood our market and the niche we were targeting. They had never done food product design before; still, they understood our products and used technology to help us design them, which was very useful.

Moreover, Capsule’s curiosity was very strong. To better understand our products, they bought all kinds of chocolates to taste them. I even provided them with a small-batch line of chocolates to try and experiment with so that they could understand its roots well. They strived to know as much as they could about our company, and they worked so closely with us that it became difficult to tell the difference between our companies. Their relationship-building skills were impressive.

Are there any areas they could improve?

It would have been great if Capsule understood our pain points better. They eventually did, but it took them too long and required a lot of conversations about them.

Do you have any advice for potential customers?

Contact them and get their two co-founders engaged in your project. If Capsule’s co-founders believe in your project, you’ll find success; that’s the key.

BACKGROUND

Introduce your business and what you do there.

I have a marketing role at a mid-sized manufacturing company in the power industry.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Capsule?

We needed outside assistance with a brand project. Particularly, we wanted to strengthen the identity of our existing brand and figure out an architecture to integrate the brands we’d acquired.

SOLUTION

What was the scope of their involvement?

The project had three phases. The first step was to engage with our employees to help strengthen our brand as a company, and Capsule delivered a report on that. Then, they interviewed some of our customers and external stakeholders to solidify the facts we gained in the first phase; they delivered another report. Finally, they gave us an action plan to move forward with our brand and through future acquisitions. This report had specific action steps, guides, and recommendations on how to proceed with the brand.

What is the team composition?

We worked with 3–5 team members from Capsule, including the founder, a project manager, and some designers and copywriters.

How did you come to work with Capsule?

We looked at a couple of companies and researched online. Capsule was a referral, and they were local.

How much have you invested with them?

We spent between $30,000–$50,000.

What is the status of this engagement?

We started working with them in November 2021 and finished the project in June 2022.

RESULTS & FEEDBACK

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

The last report was really helpful because it had specific action items. Capsule took everything we gave them into consideration, cleaned it up, and strengthened it for us. We’ve implemented all the changed and received good verbal feedback.

How did Capsule perform from a project management standpoint?

They were very collaborative. Since they were local, they occasionally came to our office. We also communicated through email, phone, and video calls.

What did you find most impressive about them?

They were true experts. The team has worked in the space for a long time, so they can simplify complex problems so the project’s approach becomes clear. Moreover, they were dependable and well-organized. 

Are there any areas they could improve?

I don’t know; we were happy with the project, so we don’t have any recommendations for them.

Do you have any advice for potential customers?

Be clear about what you’re looking for and lean on their expertise to guide you to the right solution.

BACKGROUND

Please describe your company and your position there.

I am the founder and CEO of ILT Studios. We train and empower underestimated entrepreneurs in underserved geographies to create thriving 21st century businesses.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Capsule, and what were your goals?

Logo, Design and Branding

SOLUTION

How did you select this vendor?

After talking with multiple design agencies and independent designers we selected Capsule because of their ability to work with us and right size the project based on our needs.

Describe the scope of their work in detail, including any steps and the final deliverables.

They started with a design discovery process to make sure they heard from me and my small team. We spend time exploring different naming options and crafting a short story around what the name could mean and whey that would be important to the company, the product, the customer and the marketplace. We then spend time exploring multiple logo options, colors and stepped through a time-boxed process.

This was great because it ensured that we didn't boil the ocean but also gave us enough creative freedom to go through the iterative design and refinement process. Final delivery was to optimize the final selected designs and prepare them for output to some sample deliverables and prepare for the larger brand style guide.

How many people from the vendor's team worked with you, and what were their positions?

I worked directly with the Account Manager, project manager, design and copy team.

RESULTS & FEEDBACK

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

Because of this effort we were able to more quickly establish our selves as a thought leader in the highly competitive startup space. We receive compliments all the time about how cool we look and anytime we make stickers and other deliverables, it brings a smile to our customers and our students faces.

Describe their project management style, including communication tools and timeliness.

We had bi-weekly meetings and the project managers kept close tabs on everything to make sure we stayed within our scope and budget.

What did you find most impressive or unique about this company?

Their ability to gather deep insights and from a few meetings and then turn that into inspired design was very impressive. They really worked to capture the essence of my story and our company's vision without coming up with what they thought looked cool. They actually translated our vision into reality.

Are there any areas for improvement or something they could have done differently?

Nope. They stayed in my budget and deliverd on time! It was perfect!

BACKGROUND

Please describe your company and your position there.

Holding various marketing positions, I've worked with Capsule across three companies over 10 years: Advance Auto Parts, Scivation (acquired by Nutrabolt), and ECMC Education/Group.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Capsule?

I've engaged--or been involved with--Capsule on 5 unique projects:

1. Logo and Visual Identity for a B2B SaaS portfolio offering
2. Naming, logo, visual ID, packaging and website design for a CPG lifestyle beverage
3. Naming, logo, and visual ID for B2C school system
4. Logo, visual ID, website, and experiential for a B2C2B community training concept
5. Naming and visual ID for SaaS B2B training product.

SOLUTION

How did you select this vendor and what were the deciding factors?

For my first engagement with Capsule, I leveraged a competitive RFP process, which they won based on design philosophy, portfolio of analogous work, underlying process, and cultural fit. The remaining engagements were based on past experience and success.

Describe the project in detail and walk through the stages of the project.

Capsule is highly collaborative and very well organized, laying out a custom project plan based on the uniqueness of each engagement. However, each plan generally follows a familiar cadence: Discovery, Strategy Alignment, Design/Review Phases, Finalization, and Delivery. If desired by the client or as it makes sense, Capsule warmly collaborates/coordinates with other agencies and internal teams to bring its design solution to bear. The customer audience with corresponding insights are fixtures of the project from start to finish.

How many resources from the vendor's team worked with you, and what were their positions?

Capsule's resources are nimbly networked together. On a typical project, clients can expect to interface with 4 - 5 people at various points directly, but the assigned team works behind the scenes with a broader set of Capsule resources. It's all very streamlined, organized, and enjoyable.

RESULTS & FEEDBACK

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

Adoption at all levels of (and across) the organization. High resonance and affinity with customers, i.e., they're proud to wear it, share it, and buy it.

How effective was the workflow between your team and theirs?

The workflow between teams is highly effective. The team at Capsule are professionals in stakeholder management, expectations setting, and responsive communication. At each stage of the client journey, they take the time to educate client teams and stakeholders in their philosophy and approach to design, even those not part of the marketing function. The presentations are clean, engaging, and understandable. They importantly reinforce the 'why' behind their work, which is so vital to keep in mind. Lastly, the end-deliverable is highly actionable for internal teams to take and successfully run with it.

What did you find most impressive or unique about this company?

In a word, working with Capsule is inspirational. When the work is done, you have a new appreciation of your vision and brand along with a reenergized belief in what it can do—and more importantly, what it can become. There’s an ingenuity about it that you couldn’t foresee before the engagement began. Yet the end-result is clean, clear, and accessible... As the work shows up in market, it stands out and above other offerings.

Deep inside the design ethos of the artifact—the name, the logo mark, the visual identity, and the experience—there’s a mystique that creates intrigue and motivates action. It’s different yet purposeful. There’s something about it worth getting to know better. Something that makes sense. Something human. Something that’s trying to make the world a better place. Something to claim as one’s own... World-class design is as much about intangible attributes as it is the tangible ones. Not many agencies can deliver both, but Capsule does. https://capsule.us/work. I highly recommend Capsule for design challenges, big or small.

Are there any areas for improvement or something they could have done differently?

I love catching glimpses of work left on the cutting room floor. Not all agencies let you into the 'backroom' for doing so. If you develop a strong enough relationship, you might be lucky enough to get a few peaks if that's your thing The right amount of give-and-take and trust helps the world keep turning.

BACKGROUND

Please describe your company and position.

I am the VP Strategy of AllGear Digital

Describe what your company does in a single sentence.

Media company.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Capsule to accomplish?

• Relaunch corporate website
• Rebrand
• New site

SOLUTION

How did you find Capsule?

Personal connection

Why did you select Capsule over others?

• High ratings
• Close to my geographic location
• Pricing fit our budget
• Great culture fit
• Company values aligned

How many teammates from Capsule were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Redesign corporate website.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• New corporate website.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

On time during a tight deadline.

What was your primary form of communication with Capsule?

Virtual Meeting

What did you find most impressive or unique about this company?

I was most impressed with Capsule's care, attention to detail, and quality of work.

Are there any areas for improvement or something Capsule could have done differently?

No

BACKGROUND

Please describe your company and your position there.

I am the Director of Operations for the corporate office of Touching Hearts, Inc.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Capsule?

Our logo, messaging, and website all needed renewed identity.

SOLUTION

How did you select this vendor and what were the deciding factors?

Aaron Keller was the Keynote Speaker at our 2012 National Seminar. He spoke on the Power of Brand. It was just a matter of time to bring Capsule into deeper work with our company.

Describe the project in detail and walk through the stages of the project.

After a series of discovery meetings, Capsule presented a plan based on our goals. A cadence of meeting followed with the Capsule design team, messaging team, Website design and launch, and presentation to introduce the new branding to our franchise owners.

How many resources from the vendor's team worked with you, and what were their positions?

We had the pleasure of working with a team of routinely six people. There was a lead person who was with us for the entire project and key design and messaging writers. Other were brought in as the project required.

RESULTS & FEEDBACK

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

Their documentation was excellent. Always open to feedback and edits. We have received feedback about the clarity of our messaging and logo.

How effective was the workflow between your team and theirs?

Please use exisitng content.

What did you find most impressive or unique about this company?

Capsule had excellent skill sets. The each brought a significant composition to the project requirements.

Are there any areas for improvement or something they could have done differently?

The outcome has been a success. Capsule has a very thoughtful process for the work they do.

BACKGROUND

Please describe your company and your position there.

I am the previous Chief Marketing Officer at LL Flooring. LL Flooring is a retailer of premium hardwood flooring, with 400 stores across the US and ecommerce.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Capsule, and what were your goals?

We were in the process of repositioning and renaming Lumber Liquidators, a national chain of (previously) discount hardwood flooring. The brand and company had been through hell, having been reprimanded by the US Government for their sourcing practices and seeing the name of the company dragged through the mud on 60 Minutes. But more than anything, the name no longer fit with the quality, upscale flooring retailer that LL had become because we didn't sell lumber and we didn't liquidate. We needed a name and an identity that would elevate perceptions of the brand, the products we sell and the unique customer experience we offer.

SOLUTION

How did you select this vendor?

We researched numerous design agencies. We ran an RFP and invited several to participate. We were seeking a partner who could create both a new name and a new identity. We also wanted help to bring that brand to life through a comprehensive style guide that our other agency partners and in-house creative teams could reference to birth our new brand. In the end, it was Aaron's grasp on the strategy of naming and Capsule's past work for clients like Red Wing Shoes, Altierus Career Colleges and Lakewinds Coop that convinced us to select Capsule as our partner for the project.

Describe the scope of their work in detail, including any steps and the final deliverables.

To start, we shared the strategy work we had done to research our best customers and to identify the right prospects to win. We also shared the winning, differentiated brand promise that we were in the process of integrating throughout our company. With that understanding, they got to work and created seven different theme areas for naming and 20-30 names for each theme for us to review and winnow down.

We leveraged qualitative research and a Capsule-exclusive, Implicit Association Testing partner, to sift the options to our final 4 names. With Board of Directors input in hand, we went forward with LL Flooring (Capsule's research had actually steered us to a couple of names that were customer-preferred to LL, but in the end the Board saw less risk in sticking closer to the original name). Next, Capsule got to work on Round One of new identity options, working within the constraint to use our existing color scheme. but, qualitative research of several design options then told us that black and yellow were inappropriate colors for a premium hardwood flooring retailer.

So Capsule got to work on round two of identity work against a much broader color palette. We landed in a much better place, with qualitative inputs leading to two solid finalist designs. Following selection, Capsule delivered the style guide and consulted with our communications agencies and in-house teams to redesign all of our communications and branded materials as well as the insides of our stores and external signage.

How many people from the vendor's team worked with you, and what were their positions?

We worked with Capsule's head of project management throughout the project, but also directly with the designers and Aaron on the what and why for each recommendation. It was a very hands-on process with those who did the work - which made for a much faster translation of feedback to the next tranche of designs.

RESULTS & FEEDBACK

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

Results of the rebrand are confidential.

Describe their project management style, including communication tools and timeliness.

We met with Capsule as the work progressed. The pace was good and appropriate for our planning purposes. We had many conversations, in person, reviewing progress on the work and new options. Attending (out of town) research together was helpful so that we could all see and hear customers and prospects provide the feedback that would guide our final selections and decisions. It truly was a customer-centric process.

What did you find most impressive or unique about this company?

Aaron's grasp on naming strategy and their recommended approach to research. He is a designer yet has strong analytical chops and an appreciation and understanding of brand that few possess. And even with that more research-centric mindset, he was still able to walk us through the process and the needed outcomes in a simple, easy-to-digest explanation that really brought the entire team along for the journey (including the CEO).

Are there any areas for improvement or something they could have done differently?

Not really. We put them through the ringer with our Board, but they kept at it (with a positive attitude) and helped us bring the right research to the table to ultimately convince the Board that the path we recommended was in fact the right one.