HYD STUDIO

BACKGROUND

Introduce your business and what you do there.

I’m the founder and CEO of JetFuel You. We sell food supplements and teas, and we’re based in London. We had a previous brand called “JetFuel” because we had a jetlag supplement. We launched it, but COVID-19 killed it overnight, so we had to pivot it into a different version of itself.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with HYD STUDIO?

I had a designer in Melbourne who was fantastic at packaging designs, but I wanted someone in London for day-to-day things, such as Instagram. I needed help launching and growing the business.

SOLUTION

What was the scope of their involvement?

HYD STUDIO has helped us launch the app on social media. They’ve created all our graphics and designs. I just explain what I want with every idea I have, and they do it.

In the beginning, we had the same name as before, but we had to create an entirely new identity using American supplement companies for inspiration. HYD STUDIO helped us pivot and pull it all together. They were crucial to the project; they helped reposition the product entirely. We changed the logo and color scheme and redid our company values and proposition. Their team helped massively with photoshoots and the website design.

Additionally, we had six weeks to two months to launch again, and we had to basically redesign our Instagram in its entirety, coming up with a new identity. We’d done all our trademarking before they came on board, and we didn’t have time for focus groups. Also, we wouldn’t have a cash flow without a product, so we had to pivot quickly.

In general, they pull together everything I have in my head. I’m not a designer, so I can come up with all the ideas, but I have no way of executing them. HYD STUDIO can take my thoughts and create — on paper or digitally — precisely what I envision. They also do all our moving graphics, stories, and guides. Basically, everything on our Instagram is a result of their work.

What is the team composition?

Thea (Founder) is our only point of contact.

How did you come to work with HYD STUDIO?

She was recommended to me; I wouldn’t have found her otherwise.

How much have you invested with them?

We’ve spent around £10,000 (approximately $13,000 USD).

What is the status of this engagement?

We started working with them in March 2021, and our relationship is ongoing.

RESULTS & FEEDBACK

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

It’s been a very painful journey because the previous version was a corporate and luxurious version that we sold to private jets and first-class fliers. We had to pivot that and turn it into an entirely different brand, which was very difficult to do.

However, they’ve got it 100% on point. I rarely change anything, and HYD STUDIO seems to get the brand even more than I do. I’m obsessed with their work; it’s good to have someone on the team that understands what I’m trying to achieve.

Since the launch, we’ve gone into luxury retail, and customers have told us that our Instagram really impresses them. Our Instagram is our window into the world, so how we position ourselves is really important, and HYD STUDIO has done a fantastic job.

Moreover, I know 100% that the rebrand is what got us into retail. Every retailer I pitch to wants to stock us. Our products are tea and vitamin capsules, so we’re fundamentally no different from anybody else, but our brand sets us apart. Also, investors and random people contact me every day, and they all say that this is one of the best brands they’ve seen.

How did HYD STUDIO perform from a project management standpoint?

We have a back-and-forth process. For example, they created a complex infographic last week, but I couldn’t get a hold of them. I thought that they wouldn’t be able to start until I’d spoken to them about it. Two hours later, they emailed me the finished version. Then, I made changes, and that was it.

Overall, they’re excellent at organizing. HYD STUDIO is very structured and strategic. They always meet deadlines, and when they say they’ll do something, they do it quickly. There aren’t any lingering back and forths. Sometimes there’s a bit of tweaking to get it exactly as I want it, but we’ve never had to redesign something. HYD STUDIO reads my mind and delivers exactly what I want.

We communicate via WhatsApp; they do little videos to show me something, and then they send them to me.

What did you find most impressive about them?

I’ve worked with designers that nearly broke me. They’d cost a fortune, but they still wouldn’t design something that resembled what I wanted. They’d give me three versions of the design, but I just want one proper version. I’d try to go back and tell them my vision, but they wouldn’t understand me. Every iteration would get worse and worse, so I’d end up wasting a ton of time and money.

On the other hand, HYD STUDIO is valuable because we’re on the same page. They understand me, and that’s priceless. We can’t go to Upwork and find a designer like them.

Are there any areas they could improve?

The only problem is that there’s only one Thea. She’s building out an agency, but she’s gotten swamped. Since she’s so good, she can’t keep up with the amount of leads she’s got. She really needs a right-hand person to manage the business side of it, but she haven’t found someone strong enough to manage the workload.

Do you have any advice for future clients of theirs?

Go to them with a clear indication of what you want; they’ll get a better outcome. Thea has said that her biggest problem is that people go to her without any idea of what they want. She’s left having to interpret what it is. Also, take visual ideas from other brands you like — that’ll really help Thea see what’s in your head.