The Other Half

BACKGROUND

Introduce your business and what you do there.

I’m the CMO of Top Rent A Car, Bulgaria’s leading car rental company. We offer a large, modern fleet of more than 3,000 cars and nationwide mobility services through multiple offices and delivery locations, including Bucharest Airport, with a focus on customer satisfaction and competitive pricing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with The Other Half?

We were working on a rebranding of the company, which required a new communication marketing strategy because we were repositioning the company from a car rental provider to a mobility solution provider.

SOLUTION

What was the scope of their involvement?

The Other Half conducted in-depth research that included interviews with customers, employees, and random people. They also held multiple on-site workshops with our team. The team conducted in-depth research on what people thought of us and where we should reposition ourselves.As a deliverable of the whole journey, we received a strategic roadmap on where we should head next, with examples of how to use it. The roadmap included messaging, tone, working values, mission, vision, and essence so that we were ready to communicate the vision everywhere.

What is the team composition?

We worked with 2–5 teammates from The Other Half.

How did you come to work with The Other Half?

The Other Half was referred to me. I chose them over other options because they were a great culture fit, and their company values aligned with ours.

What is the status of this engagement?

We worked with The Other Half from January–May 2024.

RESULTS & FEEDBACK

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

It’s hard to measure the impact of their work, but it gave us the confidence to move forward without hesitation. I have positive feedback from the marketing department on campaigns.

How did The Other Half perform from a project management standpoint?

The Other Half’s project management was great. They delivered on time; they were very exact. Usually, we were the ones delaying the project. We communicated in person, virtually, and through email and messaging apps.

What did you find most impressive about them?

The Other Half was very thoughtful. They thought of our problems in different dimensions and angles that we never thought about. They also asked the right questions and went the extra mile to deliver more than expected.

Are there any areas they could improve?

No, there weren’t any.

BACKGROUND

Please describe your company and position.

I am the Marketing Manager of A Data Pro 

Describe what your company does in a single sentence.

A Data Pro is a global provider of data aggregation, content enrichment, media intelligence, and risk & compliance services, combining advanced technologies with expert analysis to deliver actionable insights.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire The Other Half to accomplish?

• To perform a full brand audit and upgrade the current brand architecture and messaging system.
• To develop a new, comprehensive visual identity system that reflects the complex needs of the company, and represents its spirit and core brand values.
• To develop a new umbrella brand to unite the holding structure’s employer branding efforts

SOLUTION

How did you find The Other Half?

Referral

Why did you select The Other Half over others?

• Close to my geographic location
• Great culture fit
• Good value for cost
• Company values aligned
• Strong strategic expertise in similar industries

How many teammates from The Other Half were assigned to this project?

2-5 Employees

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

The project involved a full-scale brand and marketing analysis, followed by a 360 branding and brand architecture initiative and the creation of a new umbrella brand.

The Other Half began by analysing the existing structure of the group and its different services in order to define a clear and logical brand architecture. Based on that work, they developed a new brand positioning and narrative that could communicate our complex data and intelligence business in a simpler and more structured way.

They then designed a new visual identity system built around the idea of a constantly evolving data universe, recognisable as a core brand, yet flexible enough to expand across multiple services and communication channels.

Key deliverables included brand architecture design, brand positioning and narrative, a new visual identity system, the design and development of the company website, and a wide range of corporate materials and internal communication assets.

RESULTS & FEEDBACK

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

The new website and brand identity were very well received by both our employees, and clients and partners of Updata One. The work delivered was highly appreciated by the wider design and digital community.

The website developed as part of the project received several international recognitions, including “Website of the Day” at the CSS Design Awards and “Honors” by Awwwards.

Beyond the awards, the new brand system provided a much clearer and more structured way to present the group’s services and capabilities, which significantly improved how the company communicates with partners and stakeholders.

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

The collaboration was very smooth throughout the entire project. The Other Half worked in clearly defined stages and kept us informed about progress at every step. Deadlines were respected and expectations were managed well from the start.

They were also very attentive to feedback. Because our business is quite technical, there were many moments where we had to clarify details or adjust the way certain services were represented. The team was quick to adapt and always approached feedback constructively, which made the process efficient and collaborative.

What was your primary form of communication with The Other Half?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

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

What stood out most was their ability to understand and translate a very complex business into a clear and compelling brand.

Our work involves sophisticated data services that are not easy to explain visually or conceptually. The Other Half managed to turn this complexity into a distinctive brand language and digital experience that feels both intelligent and approachable.

They combine strategic thinking, design, and storytelling in a way that makes complex ideas easier to communicate.

Are there any areas for improvement or something The Other Half could have done differently?

They have paid attention to all the details, so I have no recommendations regarding this project.

BACKGROUND

Please describe your company and position.

I am the Head of Operations of Black Sea Catch

Describe what your company does in a single sentence.

Black Sea Catch is a Bulgarian company that produces premium seafood delicacies from sustainable wild-caught fish, combining traditional recipes with modern culinary trends and a mission to protect the Black Sea ecosystem.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire The Other Half to accomplish?

• Provide on-going marketing and advertising support, including: marketing consulting, creative services, media campaigns etc
• Create the long-term foundation of a brand that stands out across multiple markets, including: distinctive visual identity, brand guidelines, packaging system
• Create and execute a go to market strategy, including launch campaign and additional marketing activities

SOLUTION

How did you find The Other Half?

• Referral
• Other

Why did you select The Other Half over others?

• Great culture fit
• Good value for cost
• Company values aligned
• Strong strategic expertise in similar industries

How many teammates from The Other Half were assigned to this project?

2-5 Employees

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

The scope of work was comprehensive and covered marketing and advertising services, and business consulting. The Other Half started with in-depth research, including market analysis, customer segmentation, competitive landscape mapping, and quantitative validation of key hypotheses.

Based on that, they developed our brand positioning, messaging architecture, and long-term strategic direction. They crafted our slogan and clarified our value proposition in a way that clearly differentiates us in a highly competitive FMCG category.

On the execution side, they created our full visual identity and packaging system, designed to be distinctive on shelf and scalable as the product portfolio expands. In parallel, they supported the development of our go-to-market strategy, channel strategy, multiple product launches etc.

Deliverables included brand strategy documentation, positioning framework, messaging platform, visual identity system, packaging design, research reports, and a validated business and go-to-market model.

RESULTS & FEEDBACK

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

Since its launch in 2019, Black Sea Catch has been growing sustainably, achieving a compound annual growth rate of 75%.

Distribution expanded to over 600 stores in Bulgaria, including regional and national retailers. The brand successfully launched its e-commerce platform in 2023, sustaining 50% annual growth in online since. 

The website was voted Best New E-commerce Platform 2023 at the BG Web Awards.

Brand equity indicators have shown strong performance, with leading organic traffic and top search visibility in the category.

In 2025, we entered the Romanian market.

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

Project management was well structured yet flexible. There was a clear roadmap, defined milestones, and well-prepared workshops that kept everyone aligned. Deliverables were provided on time, and when timelines shifted due to external factors on our side, they adapted quickly without losing momentum.

What stood out was their responsiveness. They were available when critical decisions had to be made and were proactive in flagging risks or opportunities. Communication was direct and transparent, which built trust throughout the process.

What was your primary form of communication with The Other Half?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

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

What stood out to us was their ability to connect brand strategy with practical solutions that drive the business forward. The process was not just about creating a nice vision or attractive packaging, but about clarifying who we are, who our targeted audience is, and how to build a long-term sustainable growth.

They combined analytical thinking with strong creative execution. The strategic work was thorough and well-structured, and the creative output clearly followed that logic. Nothing felt random or trend-driven.

We also appreciated that they were willing to challenge our assumptions in a constructive way. The collaboration felt like working with a long-term partner who genuinely cares about building a solid business, not just delivering a project.

Are there any areas for improvement or something The Other Half could have done differently?

Adding more services (i.e. programmatic advertising) would be nice.