Proof Branding

BACKGROUND

Introduce your business and what you do there.

I am the Director of Communications for the Boys' Club of New York (BCNY). We are an NYC-based nonprofit that provides youth development and afterschool programming for boys between the ages of 7 and 21.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Proof Branding?

When I started at BCNY around a year and a half ago, I found their existing website problematic in terms of design and user interface. Further investigation showed issues with the backend, frontend, and organizational strategies. I wanted to update the website to better reflect our organization’s standards.

SOLUTION

What was the scope of their involvement?

I provided Proof with a list of outstanding issues and asked them to review the existing website and determine a possible course of action. Proof came back with two different paths, either making quick fixes to the existing design and code or a complete redesign and redevelopment of the website. Initially, I was unsure of the amount of funding I could secure for the project, but I was able to explain the efficacy of a new website to my leadership.

He agreed to fund the new website. After having me complete a branding survey, the Proof team held a comprehensive branding and development meeting to better understand our vision, values, and goals. They planned the website and promptly began the design and development process. They continue to work on the site’s optimization.

What is the team composition?

The founder and the account director are Proof’s forward-facing team, but there are others working in the background.

How did you come to work with Proof Branding?

I had worked with Proof on previous projects for other nonprofits.

How much have you invested with them?

We have spent $10,000 so far and will pay another $10,000 after the project’s completion.

What is the status of this engagement?

We started working around June 2017 and the project is ongoing.

RESULTS & FEEDBACK

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

Working with Proof helped us clean up our website. Because the last iteration was largely a joint effort, the information flow and the design elements were not always cohesive. A smaller team and more careful collaboration improved its clarity and aesthetic.

How did Proof Branding perform from a project management standpoint?

I have found that if I am good at providing and maintaining my end of the project, Proof will handle their end with the same care. As long as I give them content and direction, they have no problem promptly completing tasks and sticking to the established schedule.

What did you find most impressive about them?

I find them approachable and very easy to work with, that is why I keep coming back. They really listen to what their clients have to say and create a product that reflects those conversations. Additionally, they are very competitive financially. As an NYC-based company, there are hundreds of local web developers, but they tend to be expensive. Though Proof is based in Nashville, the team is extremely willing to travel. Their services are much more affordable for a nonprofit of our size, and we still get the same attentive and dedicated customer service.

Are there any areas they could improve?

They have always done a great job and I will continue to use them.

BACKGROUND

Introduce your business and what you do there.

I’m the founder and CEO of a small startup called Noka Supply Company. We’re in the very early stages of redesigning health accessories to look and feel like fashion accessories.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Proof Branding?

I hired them to do a complete overhaul of all of our branding and the website.

SOLUTION

What was the scope of their involvement?

First they sent me an intake assignment so that I could give them information about my company. I shared with them my vision for the future of the brand and what I wanted to see in the refresh. Then we had a big kickoff meeting to brainstorm different attributes of the brand that should be represented in the logo, color scheme, and imagery. Proof actually suggested I change the name slightly, which I did. They created a new logo, full new branding scheme, and website design. They built the new site as well.

What is the team composition?

I had an account director, but I also worked with the CEO and a couple of designers over the course of the project. Alexa was the primary designer on my account.

How did you come to work with Proof Branding?

I found them through Google as I was looking for a local Nashville branding firm. It was important that I could actually meet them in person. I interviewed a couple of different companies in the area. I ultimately went with Proof because they seemed very genuine, and had a more collaborative feel.

How much have you invested with them?

I spent $17,000.

What is the status of this engagement?

The project ran from August 2017–March 2018.

RESULTS & FEEDBACK

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

What they’ve created for me is a whole new online brand presence. The old brand and website made it obvious that we were a startup. We didn’t come across as a real company, and it was affecting the conversion rate on the website. Thanks to Proof’s work, the new site gives the impression that we're a well-established company. They’ve really created brand integrity.

How did Proof Branding perform from a project management standpoint?

My project manager (Amara, Account Director) was great. She had a very explicit project timeline with the dates for each of the milestones, and they hit every single one. Their process didn't seem arbitrary; rather, they tried to figure out what was the right way forward for my brand. Every step of the process, they gave me options and opportunities for feedback. They didn’t just let me dictate what I wanted, but they pushed back and provided their expertise in terms of what they thought I should do.

What did you find most impressive about them?

Even though I have a very small company, they never made me feel like I was a small client. They have much larger clients than me but I never got the impression that I was being pushed to the bottom of the priority list. I was always treated as a legitimate project and priority for them. I was also impressed by the extent to which they tried to understand our vision and mission. Instead of creating something that was just pretty to look at, they developed a brand that truly embodies the company I’m trying to build.

BACKGROUND

Introduce your business and what you do there.

My husband and I are co-owners of a CrossFit gym.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Proof Branding?

We wanted to revitalize our brand while maintaining our established identity. It was a tricky proposition and we needed professional help.

SOLUTION

What was the scope of their involvement?

We discussed our goals and what we hoped to achieve. They spent a few days with us, took classes we offer, spent time in the space, and experienced what we do. They then went through a branding exercise to understand the audience we wanted to attract. We went back and forth through a series of logo developments for the website, apparel, and our physical space.

What is the team composition?

We work very closely with the owner and at least two team members, including a designer and an art lead.

How did you come to work with Proof Branding?

My husband found them. We spend a lot of time in Nashville and enjoy the places we visit there. We approached the establishments with branding we liked and asked wo they worked with. Several of them recommended Proof. We liked their integrative, thoughtful branding process and decided to work with them.

How much have you invested with them?

All told, we’ve spent between $40,000–$50,000 on their services. That includes some tangential projects.

What is the status of this engagement?

We started working together around March or April 2016. The initial rebrand took a few months and we completed it by that fall. Since then, we’ve used them for several side projects related to the gym. They still provide add-on services for us.

RESULTS & FEEDBACK

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

Brand recognition and our presence on social media are greatly improved. People identify with the gym and retention rates are up. We’ve built connections with our distinct, professional look. Retail is a smaller part of their involvement, but people are buying our apparel and helping us push our identity forward. We’re very happy with their work and enjoy working with them.

How did Proof Branding perform from a project management standpoint?

They’re very thorough and efficient. They stick to the guidelines and schedules. If there were any delays, they were usually because of us.

We used Basecamp to reference timelines and expectations from a central location. They follow through with everything and we never have to wait. They’re always receptive and ask for clarification when they need it. We’re always very aware of what’s going on.

What did you find most impressive about them?

They took extra care with our interactions and went beyond being just designers. We really enjoy chatting about our ideas and have a strong rapport that is more than a business relationship.

Are there any areas they could improve?

We don’t communicate as much in person or face-to-face. Location is a factor in that, but even video calls or messaging would be a valuable addition to our interaction. That’s the only area I think they could improve upon.

BACKGROUND

Introduce your business and what you do there.

I'm the communications manager for KIPP Nashville, which consists of five (soon to be six) charter schools within Nashville's public school system.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Proof Branding?

We needed help creating a unified marketing strategy among our schools, including the development of informational materials with similar branding.

SOLUTION

What was the scope of their involvement?

We usually meet with Proof's team in the Spring before the upcoming fiscal year, so we can plan around our budget and go over what's worked for us in the past and what we'd like to focus on in the future. They've designed and developed collateral, including one-sheeters for each school that provide information on both the school and the region. They also design our annual reports and have helped us with designing mailers that go out to families in the area. This year, they'll be helping us with marketing and recommendations around a more comprehensive digital strategy.

What is the team composition?

We mostly work with Matt (Founder and CEO, Proof Branding) and Amara (Account Director, Proof Branding).

How did you come to work with Proof Branding?

We had already been working with them when I came on board, but I do know that KIPP chose Proof after evaluating a handful of other vendors.

How much have you invested with them?

We've invested $40,000–$50,000 since I've been at KIPP. Since we began working with them, this is probably closer to $50,000-$75,000.

What is the status of this engagement?

I personally have been working with them since September 2016, and the relationship is ongoing.

RESULTS & FEEDBACK

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

It's hard to measure results from the print collateral they've worked on, but we'll be measuring KPIs as we move into more digital work. We did notice an increased amount of donations from one of our donor events, which featured some of the materials Proof created.

How did Proof Branding perform from a project management standpoint?

They perform very well and are responsive, especially when we're under a tight deadline. We mostly communicate through email and Basecamp. It's helpful to have the project mapped out with a timeline from the beginning so everyone stays on track.

What did you find most impressive about them?

I can't speak for other brands or companies, but I think they've carved out a niche for themselves with charter schools. They've taken the time to understand our needs and the type of work we do, so we can start working on our projects without having to take a lot of time to explain everything all over again.

They're very client-oriented and have made us feel like a priority. They seem to genuinely care about our work and our students.

BACKGROUND

Introduce your business and what you do there.

I am the vice president of finance and administration at Step by Step Behavioral Solutions, a small educational nonprofit.

OPPORTUNITY / CHALLENGE

What challenges were you trying to address with Proof Branding?

We worked with Proof Branding to develop a website and logo for a nonprofit called Step by Step Solutions and for the Episcopal Church in the city of Boston.

SOLUTION

What was the scope of their involvement?

Proof Branding developed a simple, clean-looking website for us. They created a new logo for our company through a highly collaborative back-and-forth process. Over three years, I worked with Proof Branding on two other projects, creating new websites and logos for St. John’s Episcopal Church and upgrading the PeopleSoft Human Capital Management (HCM) system for the city of Boston’s website.

What is the team composition?

I worked primarily with Matt Cheuvront, the owner of Proof Branding.

How did you come to work with Proof Branding?

I have a personal relationship with the owner.

How much have you invested with them?

Over the three projects that I worked on with Proof Branding, I spent about $40,000.

What is the status of this engagement?

We completed our third project with Proof Branding in 2016.

RESULTS & FEEDBACK

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

We do not do web-tracking analytics because we are a small company, but specifically, with the logos that they created for our company Step by Step and for St. John's Episcopal Church, we received several compliments from our clients. They appreciated how easy both websites were to navigate and use.

How did Proof Branding perform from a project management standpoint?

They are flexible and adaptable. They are more modern with their approach to the agile project management style.

What did you find most impressive about the company?

The owner is always available for the client because the company is small. He built a strong team and emphasizes a collaborative environment. The Proof Branding team is large enough to specialize but small enough to extend genuine interest in their clients’ projects.

Are there any areas they could improve?

Proof Branding could be slightly more tactful in providing consultation in more complex projects with multiple interests at play. I only experienced this with one of our projects due to a high number of involved parties. However, the team ultimately completed the project on time, despite some issues stemming from bureaucracy.

Do you have any advice for future clients of theirs?

When they have substantive feedback to offer, they’ll push back in a positive way to achieve the best outcomes possible. Keep an open mind and remember that you hired the team for their expertise.

BACKGROUND

Introduce your business and what you do there.

I am the brand manager at Fat Bottom Brewing Company in Nashville, Tennessee.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Proof Branding?

We felt that interaction with our brand was scattered. We wanted to update our brand and bring more consistency to our brewery.

SOLUTION

What was the scope of their involvement?

Proof Branding determined the current state of our brand and identified our growth potential. They formulated a structured plan of action to achieve that. We worked with them originally on three projects—our core line of beers, our seasonal line, and a new series of beer we just started to release. As for deliverables, they were very clear about labels and the marketing plan for each beer. For the new series, they built that brand identity, and we were able to easily step into naming and creating a clean aesthetic.

What is the team composition?

We worked closely with the owner, the director of development, and a project manager.

How did you come to work with Proof Branding?

We talked to several firms, but we held two meetings with Proof Branding, and it was clear right away that they had a greater understanding of the process. They had an impressive portfolio, we liked their attitude, and they were interested in our ideas. We found they could offer a level of service other firms could not.

What is the status of this engagement?

The project of rebranding our core line of beers began in January 2014 and finished in August 2014. We’ve been pleased with them throughout our three projects, so we’ve moved to keep them on a yearly retainer. We work with them each time we introduce a new beer to the market.

RESULTS & FEEDBACK

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

We travel to several local and national events throughout the year, and we’ve seen our engagement at those events increase. The main compliments we receive, aside from the quality of our beer, is that our branding is very impressive. Visitors are drawn to our banners and signage because they are consistent. We have so much competition in stores, so we need to catch the customer’s eye because we’re not there to interact, and they have helped us do that. We’ve seen more pull—that’s a term we use for people pulling us off the shelf or pulling the tap handle. We’re proud of our progress and the leg up it gives us in the industry.

How did Proof Branding perform from a project management standpoint?

Their owner is accessible, he pays attention, and he drives many of these conversations. Their entire team is invested in our brand.

What did you find most impressive about them?

The quality of the work and the quality of the people on their team sets them apart. Their team members have different styles and abilities, but they ensure the product is delivered with the client in mind. They’ve made this process enjoyable.

BACKGROUND

Please describe your company.

We're a digital mapping firm. We do a lot of work for local governments, utilities, and those type of industries.

What is your role and responsibilities?

I'm co-founder and senior vice president of the company.

OPPORTUNITY / CHALLENGE

What was your goal for working with Proof Branding?

We needed a total refresh of our brand.

SOLUTION

Please describe the scope of their work.

We've been in business since 1999. We've used the same logo and marketing collateral since then. The company has obviously evolved and moved in some different directions in those 15 years. With that new direction, we wanted to have a new logo that captured our message, and that related to our industry and the people who need our services.

In addition to those more traditional branding services, they also completely redesigned our website. They did a phenomenal job with that.

What was your process for selecting Proof Branding?

We knew that we wanted to work with a local firm, someone that we could build a relationship with, and easily have face-to-face meetings. We also wanted a "full-service" agency, we wanted to work with the same people for both the strategy and the implementation of our new brand.

We set out on a search looking for agencies, primarily through the Web. We came across Proof Branding's website, and we really liked what we saw and what we read about them in their description. We liked the design, and the aesthetic of their site, as well as their clients' sites.

After that, Blake [Stratton, client development lead at Proof Branding] came out and met with me, and we really connected. Things progressed from there.

Can you give a sense of the size of the initiative?

In total, it was around $40,000.

When was the project completed?

We started around February of this year [2015], and wrapped up the biggest portion of the project in May. Since then, they've helped us with some smaller things, like a booth for an upcoming trade show. We plan to work with them continually.

RESULTS & FEEDBACK

What were the results of the project?

The new brand has been perceived very positively. We have people telling us every day they love the new look. The website they built is easy to use and conveys our work simply yet elegantly.

Do you have any statistics or metrics on the project?

I can't tell you specifics, but looking at some of our website statistics, I have noticed that during the last month since the new website has been live, we've gained a whole lot of new visitors. We've also got a lot more Web requests, and Web leads, through our website, which is great and somewhat new to us, since we primarily work on a referral basis.

What differentiates Proof Branding from others?

When I think about what sets them apart from other business partners I've worked with, I'd say the first thing that comes to mind is their project management skills. They use a project management software so I could always stay up to date with their progress. It was a one-stop shop for all the to-dos and calendar deadlines. It made it easy to get in touch with them, and make suggestions through this one interface, which was nice for me. It was one of the smoothest-run projects I've ever been a part of.

On a couple of our own projects, we've even adopted some of the things that we learned from them and how they managed the project with us.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

No. Not at all. Any deadlines that were missed, were always on our end.

BACKGROUND

Please describe your company.

Strive Collegiate Academy is a brand new charter school in the Nashville area. Our first fifth-grade class will be starting this fall, 2015.

What is your role and responsibilities?

I am the founder and principal of the school.

OPPORTUNITY / CHALLENGE

What was your goal for working with Proof Branding?

We were a brand new organization and trying to educate the community about who we are and what we're doing. Being the principal and founder of the school, I had to start thinking about getting the message out. Proof did a good job of working with me to create a solid identity for the school out of a lot of abstract ideas.

SOLUTION

Please describe the scope of their work.

Five people from their team led the process. In the first iteration of the project, Proof Branding listened to my vision, and my thoughts about the school, and they took notes along the way as we determined a brand strategy.

In addition to the strategy, they also worked on the brand identity including promotional and collateral materials as well as our website.

What was your process for selecting Proof Branding?

Prior to founding this school, I worked for the Tennessee Charter School Center. Proof Branding is one of their preferred partners, and so one of my colleagues there connected me with them. They provided me with several references from other educational institutions that made me feel comfortable with their work.

Can you give a sense of the size of the initiative?

It was in the $10,000 range.

When was the project completed?

I think we started in November, and the website was ready by January, so that was maybe two months. For my one-pagers, I gave them a two to three week timeline. I needed something quickly, and they got through them quickly.

RESULTS & FEEDBACK

What were the results of the project?

We're obviously in the early stages of the school, but already we've gotten a lot of exposure, and I think that's due in large part to Proof Branding's work.

Other schools have taken notice as well. There're three or so other schools who have signed up with Proof Branding since I worked with them, and they saw the success we had.

Is there anything unique or special about Proof Branding that really makes them stand out?

I think when we first connected with Proof Branding, I liked how they were able to elaborate exactly what they wanted to offer in a package. They were so thoughtful in the RFP [request for proposal] stage of the project, and that sense of ownership and process-oriented work absolutely transitioned to the project itself.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

No, I don't think so. They're a small team. I would just say there's always room for growth, and they did a good job of asking how best to grow, and answering any questions that I had. If there was something I didn't understand, they were always responsive.