River + Wolf

BACKGROUND

Introduce your business and what you do there.

We are a restaurant operator in China, working with KFC, Pizza Hut, and Taco Bell, as well as some other brands. I am the innovation director of the company. I am in charge of restaurant design and product development.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with River + Wolf?

Last year, we decided to spin-off our US entity, establish a Chinese company, and have it listed on the US market so that we could attract investments. In order to do that, we needed a US name which could be translated from the Chinese culture and which would be associated with both markets. This is why we reached out to River + Wolf.

SOLUTION

What was the scope of their involvement?

River + Wolf did some research and held interviews with our leadership and management teams, trying to understand the vision and goals of the company. As a restaurant business, we wanted to attract the younger generation, so River + Wolf proposed some categories based on this. We could choose between having a more phonetic name or a more interesting spelling. River + Wolf came back with several rounds of proposals and asked the management team to use the names in sentences as if they were a part of our daily work. Doing so, we started to understand what kind of name we wanted, and which would be most appropriate for our company in the US and China markets.

How did you come to work with River + Wolf?

We had a challenge and needed someone in the US who could help us and who would be able to work with our Shanghai office. We had a choice of large agencies, but we decided that, rather than a firm, we wanted to find a specific person to work with. The time zone and language differences wouldn’t be a problem for us. We got in touch with River + Wolf and asked their principal what kinds of challenges she thought would be encountered by a non-US client. She broke the process down into different phases like naming, legal registration, prescreening, and approval from the US stock market. She gave us the whole picture, which assured us that River + Wolf’s services would be very good.

How much have you invested with River + Wolf?

I would need to look at our contract, but I can say that River + Wolf charged a fair amount of money.

What is the status of this engagement?

We started working with River + Wolf in May 2016. The project was completed in November, in line with our goal. We needed to present our intent to the US Exchange Office in November.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

The name that we ended up choosing was one of River + Wolf’s proposals. It’s easily-pronounceable, and it has been well-accepted by our directors and investors. We have 17 regional offices in China, which were all able to adopt the new name overnight. We’ve also moved our headquarters recently, acquiring a new 16-floor building. We’ve placed our new logo on it, so we are very happy with the results, both internally and as they pertain to investors.

How did River + Wolf perform from a project management standpoint?

River + Wolf is a very disciplined group. Margaret Wolfson [Founder & Chief Creative, River + Wolf] managed the whole process and gave us a critical path, with a few major checkpoints. The timeline has been managed well.

The payment needed to be transferred from Shanghai to New York, which took some time. Despite this, River + Wolf did not halt the process.

What did you find most impressive about River + Wolf?

River + Wolf did not only provide a solution but also made us aware of the risks which came along with it, giving us the ability to be prepared. There is no one perfect answer, but there are better and worse ones. River + Wolf gave us a few good options to think about and helped us think ahead of things. They went the extra mile, which is what we like about River + Wolf.

Are there any areas River + Wolf could improve?

River + Wolf is a very small practice in New York. For working with international clients, they need to find appropriate resources for understanding and translating the culture, tones, and manners. The team would need to be more diverse for these situations.

BACKGROUND

Introduce your business and what you do there.

I’m a director of innovation for a consumer products company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with River + Wolf?

We needed to name a new product.

SOLUTION

What was the scope of their involvement?

I contacted them with a very simple brief to help me develop a name for a new product we were creating. The deliverable was a list of names that I would take to our lawyers to get trademark and legal approval. It was pretty straightforward.

How did you come to work with River + Wolf?

I found them through a Google search. They were mentioned in some articles I read, so I looked at their website and liked what I saw. I called them and had a brief conversation. I concluded that they would be the right agency to brief.

How much have you invested with River + Wolf?

I think it was about $15,000.

What is the status of this engagement?

We started working together in September of 2016, and the project was complete in October of that year. It was a five-week project.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

It’s very subjective, and we did not use one of the names they provided for us. We ended up using a name that we came up with internally.

How did River + Wolf perform from a project management standpoint?

The project management was very strong. The process was very well-defined, clear, and on time. We used email, phone, and Skype to communicate.

What did you find most impressive about River + Wolf?

I think it’s that naming is their expertise. Other providers do a host of other things—naming is usually a small part of bigger projects—whereas, for River + Wolf, it’s their bread and butter.

Are there any areas River + Wolf could improve?

They took off on some creative directions that were a little off-brief.

What tips or recommendations could you share that might increase the likelihood of success with River + Wolf?

Maybe to have some early check-ins before the first presentation, to make sure everything is going in the right direction.

BACKGROUND

Introduce your business and what you do there.

I’m the owner of a multi-family investment company. We invest in apartment complexes.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with River + Wolf?

We were rebranding and renaming the company. I used their services to come up with a new name.

SOLUTION

What was the scope of their involvement?

The process involved an intake form first, and then a follow-up meeting to review the form and get any needed clarification. We had the first round of names within a week or two, then had an hour-long meeting to discuss those names. Then we had a second round of names. From those two rounds, we were able to identify a name. We had the option of stopping with round one, but we opted to continue to round two. The names were of such high quality in round one, and we were curious to see how much better they could get in round two with more specific feedback.

We only had them work on the name, but they referred us to one of their contacts for a logo. They also put us in touch with the trademark company they use, which was great. We ended up using them to file for our trademark.

How did you come to work with River + Wolf?

We found them on the Internet. They were one of the top-rated companies, and the price point was affordable for a small business like ours.

How much have you invested with River + Wolf?

We spent about $8,000 on their services.

What is the status of this engagement?

We started working together in September of 2016, and the project was completed in November or December of that year.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

Everyone loves our name. We’ve only been using the new name for about three months, but there’s already a noticeable difference in how people perceive us.

How did River + Wolf perform from a project management standpoint?

They perform exceptionally well. I was the key point of contact, but we had two other owners providing feedback. They managed us very well. It was a rather seamless process from the intake, through review, and then to completion. We had no issues.

What did you find most impressive about River + Wolf?

They had a good understanding of what we were trying to achieve.

Are there any areas River + Wolf could improve?

I’d like it better if the intake form was a fillable form online, rather than having to fill out a Word document.

BACKGROUND

Introduce your business and what you do there.

The Bushnell Center for the Performing Arts is Connecticut’s largest performing arts center. We have been in business almost 90 years. We are a producer and we also present programming and venue management. We are an award winning arts in education program. We received awards from the National Endowment for the Arts, the US Department of Education, and the GE Foundation.

I’m the senior vice president of education and community initiatives. I work with various organizations in the community and schools to do community programming. We collaborate and partner with public, private, and charter schools to create professional development for teachers as well as design and implement arts in education/enriched curriculum.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with River + Wolf?

We found that even though we were doing a lot of work in schools, we weren’t able to tell our story or enrich our brand. We knew we had an opportunity to tell our story but we didn’t know how to tell it.

SOLUTION

What was the scope of their involvement?

We worked with River + Wolf initially to work on brand storytelling. They also helped us with copywriting some of our partner programs. One of the most significant reasons we continued working with them was because we had received a grant for $1 million to help us go to the next level. River + Wolf helped us to know how we could do that by developing the program model and the program guide. They’ve worked on a total of 7 or 8 projects for us.

How much have you invested with River + Wolf?

The average project with River + Wolf costs between $25,000 and $30,000.

What is the status of this engagement?

The most recent time we hired them was 9 months ago. As we plan for the future, we know we’ll continue to work with them because of the great experience we’ve had and the quality of work they offer.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

What River + Wolf did was powerful because it was truly a brand extension for us. We were able to use the product to introduce our art education program to our industry and others on a local, regional, and national scope. When I would speak at the Broadway League, I would take the product created by River + Wolf. I would use that in my presentation to give people an idea of how they might be able to do the same thing in their performing arts centers. Recently, we had an opportunity to work with a new partner in China, so River + Wolf is helping us tell our story internationally as well.

One of the reasons we were able to receive the $1 million grant from the foundation was because the foundation was aware of the earlier work that River + Wolf had done for us. The foundation was so impressed with what we had done with the first level of our model that they wanted us to replicate the same model for other communities. For 1 community, our program helped reduce some of their remedial reading by half because they were using the strategy and product that River + Wolf created.

How did River + Wolf perform from a project management standpoint?

They were excellent. They were very timely and kept our team on schedule.

What did you find most impressive about River + Wolf?

They helped us have a better understanding of how our brand is changing and what we can do with it. The brand storytelling was really important for us because oftentimes at a performing arts center, people believe that the work you do is what happens onstage. River + Wolf was able to show that the work we do is in the community—local, regional and national—which would not have been seen otherwise. I appreciated their attitude—they wanted to know what they could do to help us succeed. Their team was dedicated and thoughtful.

Are there any areas River + Wolf could improve?

No. As they led us through this process, we learned more and understood more. We were very happy with their work.

BACKGROUND

Introduce your business and what you do there.

We are an early-stage organization working in the education segment. I am the managing director of the company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with River + Wolf?

We worked with River + Wolf on finding a business name that would be competitive in the market.

SOLUTION

What was the scope of their involvement?

River + Wolf gave us a questionnaire about our goals. It was followed by a phone call meant to clarify our answers. River + Wolf explored a few names, giving us a list of 20 options.

How did you come to work with River + Wolf?

We found River + Wolf through a Google search. I omitted any companies which didn't specify pricing. Between the ones who did, the prices varied wildly, which made the selection difficult. Based on the look and feel of their website, River + Wolf seemed to be an engaging company. The terminology used and the actual content were good.

How much have you invested with River + Wolf?

The cost of River + Wolf was below $10,000.

What is the status of this engagement?

We started working with River + Wolf in October 2016. The work took 4-5 weeks to complete.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

We have trademarked and are currently using the business name developed by River + Wolf.

How did River + Wolf perform from a project management standpoint?

River + Wolf was clear about its activity and what was needed from us. Everything seemed to run on time, and we understood where we were within the process.

What did you find most impressive about River + Wolf?

Finding a name for a business is a very difficult task, like naming a baby. I don't know how other companies do this, but there are few providers in the UK for this type of work because people usually come up with their own names. As such, I have no comparisons for River + Wolf, but we found their service useful. I have no negative comments.

Are there any areas River + Wolf could improve?

No, it was a hard task to undertake, but River + Wolf made it clear what steps we should go through, gave us many options, and narrowed down the possible names.

BACKGROUND

Introduce your business and what you do there.

Nessta Life, Inc. manufactures customized nutrition for women inspired by the latest gender-based research. I am the founder and chief executive officer.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with River + Wolf?

Our product line is named Eat Like a Woman®, but we are growing to include other product lines for men and children. We needed an overall company name as an umbrella for all the future brands.

SOLUTION

What was the scope of their involvement?

We needed a new company name that we could trademark, appeal to both sexes, embrace our current brand, and make us credible within the science community.

How did you come to work with River + Wolf?

I discovered River + Wolf during a Google search on a quest to find a “boutique” naming agency. I prefer a personalized creative working relationship and their website presented itself as such. I also demanded a firm that was passionate about the brand story and had major past successes.

How much have you invested with River + Wolf?

In the $10,000 range.

What is the status of this engagement?

We had a fast turnaround because our product packaging was being designed to launch our company within 6 weeks.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

Margaret Wolfson [Founder of River + Wolf] not only helped with brand focus and naming architecture, but she also delivered almost 100 potential names quickly in an impressive power point. She knew the importance of feeling connected to the new name and presented options in these categories: natural language, coined names, compounds, and short phrases.

How did River + Wolf perform from a project management standpoint?

This was our first time working with a naming company. Margaret was a master at guiding the process, so we stayed on schedule and I knew what to expect.

What did you find most impressive about River + Wolf?

Margaret is a MASTER wordsmith! Her passion and enthusiasm are impressive. My company is a start-up, yet I felt like one of the big brands she deals with daily. She fully understood the food & beverage world and could apply her experience to guide my journey.

Are there any areas River + Wolf could improve?

I highly recommend River + Wolf to any company searching for a new name. The experience was outstanding, and lots of fun! Margaret is truly gifted.

BACKGROUND

Introduce your business and what you do there.

I am the founder of quarterlane, a book subscription and gift service tied to the independent bookstore I work at in Massachusetts.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with River + Wolf?

My business did not exist yet as it was in a pre-launch phase, and I needed help brainstorming the brand identity by coming up with a name for my business.

SOLUTION

What was the scope of their involvement?

Margaret [Wolfson, Founder of River + Wolf] helped me come up with a name that encapsulated the brand identity of my business and did so in a very organic, intuitive way. Whenever I got stuck, she helped me remove those mental blocks I was having through the processes of brainstorming and analysis.

How did you come to work with River + Wolf?

I found Margaret through a Google search of naming agencies. I read testimonials about her, and she had been named as a top naming agency in articles. She was the only agency I contacted.

How much have you invested with River + Wolf?

We have spent around $8,000.

What is the status of this engagement?

We began working with them in May 2016, and the work finished a month later.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

I would say that Margaret’s work with me was vital in that the beginning of any branding is with the name. With that said, I feel that the name feels like the right one - very authentic and on brand. When we launched officially in September, we also got feedback that it is a good name, fits the brand, and it is easy to remember.

How did River + Wolf perform from a project management standpoint?

I found them easy to work with. River + Wolf was intuitive and professional. They were always on time. We worked through idea generation in a very clear way. Margaret’s process is easy to map, follow, and understand. She has a very intuitive and sensitive way of working that hones in on the message that you are trying to convey with a name. She is also incredibly organized.

It was a delightful process working with Margaret, and I cannot imagine going through the process of naming with anyone else. I think she is one of the best in the business and knows how to assess the process of branding and identity.

Are there any areas River + Wolf could improve?

I am such a happy customer that I cannot think of a way the working relationship could have been better. It was exactly what I wanted.

BACKGROUND

Introduce your business and what you do there.

HPO Ventures Inc. is a startup focused on helping busy women manage their home and household lives. I’m the founder and CEO.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with River + Wolf?

We hired River + Wolf to provide a name for our platform.

SOLUTION

What was the scope of their involvement?

We found that women are responsible for 85% of what goes on in the household and there wasn’t a way for them to manage all their responsibilities. We found out that women need content and information but also connections to services that can help them. River + Wolf helped me clarify and think through the strategy of securing a name for our brand and even what happens with the name afterwards.  The name of the platform is JOYST.

How did you come to work with River + Wolf?

I knew bigger firms in this space because of previous work I’d done, but I was looking for specialists in naming.  I wanted someone who understood branding and had a history. I interviewed several firms and felt an immediate connection with River + Wolf. They had the background and credentials, and they understood what I wanted to accomplish.

How much have you invested with River + Wolf?

We spent less than $10,000 with River + Wolf.

What is the status of this engagement?

We started our relationship in February 2016, and the project was completed in March.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

We just launched the first phase of the site last week, and everyone we talk to loves the name.

How did River + Wolf perform from a project management standpoint?

They were very professional and met every deadline. River + Wolf exceeded my expectations.

What did you find most impressive about River + Wolf?

It’s a combination of the creativity and a firm understanding of the naming process.

Are there any areas River + Wolf could improve?

No, they were amazing.

BACKGROUND

Please provide us with a brief description of your company.

We are a new facial bar based in New York City. Our goal is to show people that taking care of their skin is just as important as taking care of their teeth or hair. We provide people with fast, affordable, and extremely effective facials.

What is your role at the company?

I am a co-founder and co-CEO.

OPPORTUNITY / CHALLENGE

What was the business challenge that you were trying to address when you approached River + Wolf?

We were looking for a name that represented my partner and I as well as the premium product we are providing to our clients.

RESULTS & FEEDBACK

What were the results of the project, and are there any metrics you can share?

Margaret did an amazing, in-depth dive to find a name for our new company.  She came back with a number of excellent options that my partner and I both loved, and helped lead us through a selection process.

When working with them, was there anything unique or special about them compared to other partners you may have worked with?

Margaret [Wolfson, Chief Creative at River + Wolf] was all around a pleasure to work with.  She was prompt, kind, and very fair in price.  She is a true wordsmith and a genius at her profession. We were lucky to have her on our team.

Looking back on the project do you have any constructive criticism? Is there any area that they could improve or you would do differently?

I can't think of any criticisms for River + Wolf. Margaret did exactly what we asked her to do, and we are very pleased with the name she came up with. 

BACKGROUND

Please describe your organization.

We're a private investment firm focused on high net-worth clients.

What is your position?

I'm the co-founder and director of the company.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with River + Wolf?

We hired River + Wolf to name us, and assist us with our company's identity and branding. It was most important to come up with a name that really resonates with the demographics of our target clients, which are ultra-high net worth investors, wealthy families, and very select boutique wealth management firms globally. We wanted to make sure that the name connects, and has a fresh sound and look to it. Also, it needed to reach an international scope, where it doesn't translate to something negative in different languages. We had to go through all those filters.

SOLUTION

Please describe the scope of their involvement in detail.

The first phase of the engagement was obviously naming, and then later we worked with the team that handles the branding, identity, and logo design.

I've worked on naming projects in the past, where the naming process was very difficult. The company I hired for that project didn't connect with the message I was trying convey. Even when I was part of the brainstorming process, they just couldn't connect with me as a client, and what I wanted out of the process. However, with River + Wolf, the process was amazing. It was seamless.

They really took the time to understand the business, what we do, our business plan, and the kind of clientele we were going after. They also wanted to understand me personally – where I come from, my background, my heritage, and who I had working with me. They took the time to understand my personal taste and style, and anything that goes along with really running a business.

They never made me feel like I was just a customer in their pipeline. It was a very customized and personalized approach. Nowadays, a lot of firms, they just give you a template. You talk to the senior guy, and then the junior team handles most of the work, even though they haven't even spoken to you or know anything about the business, the background, the intricacies of my personality, or the passion that I have for the business. That was very fresh to see.

They tailor every project differently according to each client. For my project, we ended up picking the name from the first stage, so it didn't take as long as some other projects, which was nice. Out of 25 names, we narrowed it down to three or four. Then, out of those finalists, we narrowed it down to one. Once that one was picked, the River + Wolf team had to filter the name to see if it was being used, or if there's any negative connotation online. It's a name that was created using different words and syllables, so it's an original name, so we didn't have any trouble there. The process was seamless.

How did you come to work with River + Wolf?

I found them through a well-known web design company in New York. I spoke to the CEO and founder of that company, and explained what I was looking for. He gave me a list of five firms who specialize in naming, branding, and logo design. I went through the interview process with all of those firms, and spoke to the founders or senior professional at each.

I had my own selection criteria, but the cost was the last of that criteria. I cared more about whether I felt connected with the person I was speaking to, and whether I felt they understood where I'm coming from. I needed to connect with them. They weren't pitching me like everybody else. They weren't selling. They were highlighting their strengths, and that's it. I didn't feel like I was being given a sales pitch.

Could you provide a sense of the size of this initiative in financial terms?

It was less than $10,000.

What was the timeline of the project?

In total, it took two or three months, of which the naming probably took the first three weeks.

RESULTS & FEEDBACK

What distinguishes River + Wolf from other providers?

The academic caliber of their team is impressive. They have experience in literature, poetry, and theatre. River + Wolf's knowledge of the English language is astounding. When it comes to naming, they really dive into the essence of the English language, and other languages as well. Their names aren't limited to traditional business language, which is really refreshing. They dived into every syllable, every letter, and every word of the process. They came up with a name that truly sounds exactly like what I wanted. On top of that, the visual aspect of it, the logo design, was perfect. The way they worked, the naming team and the design team each understood what the other person did, and it was seamless.

The way I look at River + Wolf is as a full-service boutique firm, and you get senior-level attention dedicated to the project as opposed to the senior person talking on the phone, then a junior team working behind the scenes. Here, you're actually working with the principals of the firm.

Is there anything River + Wolf could have improved or done differently?

No. It was a great process. I even hired them again to do my own personal logo.