River + Wolf

BACKGROUND

Introduce your business and what you do there.

I’m the director of marketing at a family-owned bakery. We’ve been in the business for 25 years, and we distribute our goods among major retailers across North America.

OPPORTUNITY / CHALLENGE

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

We needed a brand name for a product category that we were launching.

SOLUTION

What was the scope of their involvement?

River + Wolf helped us come up with a list of names to choose from for our product category’s brand name. We kicked off the engagement with a brainstorming phase wherein we discussed our project goals, identified the requirements, and provided their team with some background information about the brand and what we aimed to represent.

Upon gathering their findings and concepts from the initial phase, we came up with an initial list of names and started utilizing these along with the brand scope document to examine them from a consumer’s perspective. We then came up with additional names and included them in the list.

Once we were satisfied with the number of potential brand names we collated, we proceeded with the screening process. We originally planned to narrow down the list further but didn’t progress with the succeeding stage as we already liked what we came up with.

What is the team composition?

We worked with Margaret (Founder) and a project coordinator.

How did you come to work with River + Wolf?

One of our board members who worked with Margaret in the past recommended River + Wolf to us. We liked the team’s pricing and experience in brand naming, so hiring them was an easy decision to make.

How much have you invested with them?

We spent about $25,000–$50,000.

What is the status of this engagement?

The project ran from April–June 2021.

RESULTS & FEEDBACK

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

While River + Wolf’s work for us was completed, we’re now in the process of trademarking, so there aren’t a lot of quantitative results to share yet. We did consumer feedback research, and their team’s name suggestions secured four out of the top five slots. From these results alone, we could definitely say that their efforts were well received. The external members of our leadership team also thought that River + Wolf’s work would help elevate our products.

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

River + Wolf had a concise work approach — they met all our deadlines and remained receptive to our feedback. We saw their genuine interest in our project through their extra efforts during the brainstorming sessions, and that was enough to conclude that their team exceeded our expectations.

What did you find most impressive about them?

The initial brief they generated was an integral part of the project’s success. They were really good at kicking off our project with a precise scope and equally precise solutions.

Are there any areas they could improve?

I worked with other naming agencies before, and I could say that River + Wolf was the easiest team to work with. 

Do you have any advice for potential customers?

Identify your goals well — you have to make sure that these are well aligned with what your stakeholders want because naming a brand or a product is an integral business strategy.

BACKGROUND

Introduce your business and what you do there.

I’m the communications manager for the Partnership for Working Families. We’re a national network of labor and community coalitions around the country.

OPPORTUNITY / CHALLENGE

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

During our rebrand, we hit a roadblock in the naming process. We brought on River + Wolf to help us find our name.

SOLUTION

What was the scope of their involvement?

We had an initial consultation, and their team created a naming questionnaire for us. Once we returned the questionnaire, River + Wolf generated 23 potential names. Their team then presented the names. They checked each of the names for an exact match and guided us through the process of ranking them into different tiers. Their team did more research and made recommendations according to trademark and IP (intellectual property) risk levels.

We later asked them for additional advice. They continued to support us by checking an additional name and giving insight into it.

What is the team composition?

We communicated with Margaret (Founder) and one of River + Wolf's attorneys.

How did you come to work with River + Wolf?

Our IP attorney referred us to a few different naming agencies. One company wasn’t taking new clients. Another agency didn’t fit. I asked in a Facebook group if any people had experience working with women-owned agencies or agencies owned by people of color. Someone recommended River + Wolf.

How much have you invested with them?

We spent $10,000 on their services.

What is the status of this engagement?

We started working together in February 2021, and Margaret gave the presentation in March. We closed the contract but then asked her for additional advice in April 2021.

RESULTS & FEEDBACK

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

We had been working with a rebranding agency for the past year, so we gave them clear criteria and priorities. River + Wolf went above and beyond our expectations. Our rebranding committee felt that the options and information their team gave us were comprehensive.

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

We mostly communicated over the phone and by email. Margret also met with us on Zoom a number of times. We asked if they would be able to do this whole process in two weeks, so it was a quick turnaround. Their team streamlined the process and was very knowledgeable. They were also responsive.

What did you find most impressive about them?

The fact that the agency’s founder was the main person on our account set them apart. Margaret was interested in our mission and supportive of our work. As a nonprofit, it was important that we found a partner that was excited about our mission.

Are there any areas they could improve?

No, I can’t think of anything.

Do you have any advice for potential customers?

Don’t be afraid to call or email with follow-up questions because their team is responsive. Margaret was helpful in getting us unstuck at certain points.

BACKGROUND

Introduce your business and what you do there.

I’m the founder of a maternity undergarments company. It’s currently registered as White Peony Intimates.

OPPORTUNITY / CHALLENGE

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

We worked with River + Wolf to rename the company.

SOLUTION

What was the scope of their involvement?

We started the project with a questionnaire that went through my background, the company’s background, and my vision for the company’s future. Their team then provided various names and conducted a presentation with a name index. From there, we organized my top 15 names into groups: the top five, the middle five, and the bottom five. We then narrowed the options to my top five names. Then, their team did a preliminary screening for those names within my industry. We actually went through two rounds of preliminary screenings because I changed my mind halfway through the first round. They then put me in touch with their patent lawyer.

What is the team composition?

My main point of contact at River + Wolf was Margaret (Founder & Chief Creative).

How did you come to work with River + Wolf?

I did a lot of research and referred to Clutch. I met with about 5–6 different agencies but Margaret stood out. She understood my brand and vision through and through. We connected on a different level and as a maternity undergarments brand, I valued having a team of women.

How much have you invested with them?

We spent between $15,000–$25,000 on their services.

What is the status of this engagement?

River + Wolf sent me the questionnaire in January 2021 and the engagement ended in February 2021.

RESULTS & FEEDBACK

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

Although we haven’t launched yet, I sent the naming deck to colleagues, friends, and family. All the feedback has been extremely positive. From the beginning of our partnership, Margaret understood my brand. She understood what I wanted and presented many great options, which made it hard to choose a name.

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

We mainly communicated via Zoom calls. There was also a lot of email correspondence.

What did you find most impressive about them?

I can’t emphasize enough the quality of River + Wolf’s storytelling abilities. Margaret also personalized the process, which made it even more pleasant. For example, she recognized that I was a visual person. When I was reviewing my top 10 names, she recommended that I create a mood board to determine which names I liked more or less. That exercise changed my perspective and opinions about the names. Margaret understands people and their needs.

Are there any areas they could improve?

No, there’s honestly nothing River + Wolf should change. It was such a pleasant experience.

Do you have any advice for potential customers?

I would highly recommend River + Wolf. They take the time to sit down and learn about your brand and your vision for it.

BACKGROUND

Please describe your company and your position there.

We are a spirits company

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire River + Wolf?

Naming of a new beverage product

What were your goals for this project?

We were looking for a premium yet playful and unique name for a new product

SOLUTION

How did you select River + Wolf?

We selected River + Wolf because we felt they were both creative and willing to work closely within our project parameters and quick turnaround time

Describe the scope of their work in detail.

We had an initial discovery call during which they asked us a number of questions to fully understand the details of our product as well as our broader goals.

After reviewing the proposed project scope and timeline, they also asked questions to understand what our internal approval process would look like.

Our scope included two rounds of naming as well as initial TM searches to understand the risk level of proposed names.

What was the team composition?

We worked closely with one of the principles of the company

RESULTS & FEEDBACK

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

We concluded the project with two very strong name options, both well received by our stakeholders.

How effective was the workflow between your team and theirs?

Communication was very clear, and each step of the process included an in-person (zoom) session to review the results together. We were very impressed by how quickly their team was able to work in order to meet our deadlines.

What did you find most impressive about this company?

The research they did in order to explore various routes for naming options was apparent. The team is also highly creative, with a gift in creating beautiful names and words out of different elements of language.

Are there any areas for improvement?

We were very happy with the entire process.

BACKGROUND

Introduce your business and what you do there.

I’m the marketing specialist at FLEx Lighting. We make low-power displays that are viewable in all lighting conditions.

OPPORTUNITY / CHALLENGE

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

There is another company with a very similar name. Although we provide different products, we are in similar industries, so to someone unfamiliar with our specific industry, it could be confusing. We also want a name that more accurately described the brand.

SOLUTION

What was the scope of their involvement?

They sent us a form to fill out, which probably took us a few hours to complete because we wanted to send them the right information. Once they received that, they took control of the project. They presented a bucket of names and we narrowed it down to our top 6­–7. After that, they did some legal research and came back with a risk assessment, which helped us narrow down the list even further.

What is the team composition?

I worked directly with Margaret (Founder & Chief Creative), and she managed the rest of the team on our project.

How did you come to work with River + Wolf?

I searched for top naming agencies on Google. I came across Clutch and found River + Wolf along with a few other companies. I visited a few sites that were listed and reached out to them directly. Margaret got back to me quickly, and I could tell that she has a lot of experience.

What is the status of this engagement?

We started working together in October 2020 and just made our final naming decision in November 2020.

RESULTS & FEEDBACK

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

One of our investors has worked with naming companies in the past, so she was involved with the process and was very impressed with how they operated.

I also shared our top four names with our sales director and she thought any of them could be a good fit. River + Wolf really hit the nail on the head and provided us with the quality names we were looking for.

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

The project was much easier than I anticipated. They were very responsive and I never had to worry about hearing back from them. It was a smooth and easy process.

What did you find most impressive about them?

They were, by far, more responsive than any other service provider I’ve worked with. Margaret has a great personality and was wonderful to work with.

Are there any areas they could improve?

I can’t think of anything they need to improve.

Do you have any advice for potential customers?

Try to get as much information as you can by asking questions. They also might not know much about your business when you first begin, so you should share as much as you can. That will help them provide an appropriate name for your business.

BACKGROUND

Please describe your company and your position there.

Untrodden is a travel company built to use immersive experience to connect the world back to nature, doing so in a way that empowers and benefits the local communities. I am cofounder.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire River + Wolf?

We hired River and Wolf for a renaming project.

What were your goals for this project?

The goal was to come up with a new name for Untrodden.

SOLUTION

How did you select River + Wolf?

We did a deep market search, interviewing more than a dozen naming agencies.

Describe the scope of their work in detail.

She really drew the name out of us, taking time to deeply understand our goals and intentions... not only understanding our aspirations for the name, but also for our company.

Not only did the process help us come to a name, but it also deepened our understanding of what it is that we are trying to build. She came up with hundreds of wonderful names, and shepherded us through the process of selecting the perfect name for our company.

What was the team composition?

Margaret took it all on. We worked with her closely from A-Z. In the end, she had trademark lawyers and front end designers on deck to help us through the next steps of the journey.

RESULTS & FEEDBACK

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

Our new name is Earthtones! We believe this is the perfect brand for our company, and are unified behind it.

How effective was the workflow between your team and theirs?

The workflow could not have been more efficient. Margaret was always willing to be flexible around timing and scheduling, and was kind yet efficient and action-oriented.

What did you find most impressive about this company?

She, by far, had the most soul of any naming agency we interviewed. Throughout the process, we felt empowered and heard. I couldn't be more impressed or satisfied with the process.

Are there any areas for improvement?

Nope! It was flawless... she's a pro.

BACKGROUND

Please describe your company and your position there.

I am the founder of a startup healthcare business. We provide telemedicine services to patients.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire River + Wolf?

We are a startup company that needed a creative name that separated us from our competitors.

What were your goals for this project?

Our goal was to secure a company name that would be memorable to potential clients/patients. We wanted a name that could be trademarked and also have a desirable domain.

SOLUTION

How did you select River + Wolf?

I reviewed Clutch rankings, looked at previous clients, and their pricing was competitive. After a consultation with the firm, I was confident they would be a good choice.

Describe the scope of their work in detail.

The process began with several sessions to brainstorm my company values, name styles that I did and did not like, as well as a host of other things. I was asked to fill out a form which guided me through naming styles and how I felt about them.

What was the team composition?

I worked directly with the founder of the firm.

RESULTS & FEEDBACK

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

River and Wolf provided about 40 names at the end of the project.

How effective was the workflow between your team and theirs?

Workflow was aligned, no issues.

What did you find most impressive about this company?

The hands on nature of the founder and her ability to probe you with questions that get you to think about what you really like in a name.

BACKGROUND

Introduce your business and what you do there.

I’m the founder of a consulting business. We do data science for private equity funds.

OPPORTUNITY / CHALLENGE

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

I needed to create a name for my company.

SOLUTION

What was the scope of their involvement?

They helped with the naming of my company. We did a rather short project that lasted two weeks or less. We had discussions around what I was looking for and what I was doing. They sent me a questionnaire that got me thinking about what I thought the brand should be like, what I did, who our competitors were, etc. We had a discussion around what I had written down to make sure they understood correctly and also to challenge me. They did one round of naming. We discussed the different names, and I chose one.

What is the team composition?

I worked with Margaret (Founder & Chief Creative).

How did you come to work with River + Wolf?

I found them on Clutch. There were three companies I had discussions with, but I connected with River + Wolf the best. They understood what I was doing, what my industry was like, and what I was looking for. They had case studies and ideas that resonated well with me. The others were a bit more mechanical.

What is the status of this engagement?

We worked together from June–July 2020.

RESULTS & FEEDBACK

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

I haven’t had the time to launch the new name yet, but I’m very satisfied with River + Wolf’s process and their work. Margaret found something that is really good for me and corresponds to what I’m doing. The quality of the discussions was really great.

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

We communicated mainly via email. For heavier discussions, we did Zoom video calls. Everything went well.

What did you find most impressive about them?

They’re very organized, and they follow through. They’re very good.

Are there any areas they could improve?

There’s nothing I’d have them improve.

Do you have any advice for potential customers?

Follow their process and lead. It’s hard to do naming, and they’re experts in it.

BACKGROUND

Introduce your business and what you do there.

I’m the chief marketing officer of three higher education tech companies that are merging together.

OPPORTUNITY / CHALLENGE

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

We were looking for a partner who could help us come to market with a new brand.

SOLUTION

What was the scope of their involvement?

The project was in three phases. The first phase was establishing what our attributes were for the new brand. River + Wolf dove deep into the language, words, and descriptors. The next phase involved looking at those attributes and identifying company names that best supported them.

We got down to 8–9 finalists. Margaret (Founder & Chief Creative) then put together presentations and helped us think about how to talk through the brand with my peers at the new company. She also helped me steward the process with my executive team.

She helped us get down to two final choices and assisted with the trademarking process to make sure that we weren’t bringing names that already existed. The third phase was defining the logo and its look and feel and getting to a tagline. 

What is the team composition?

Margaret was my main point of contact. 

How did you come to work with River + Wolf?

After using Clutch to find partners, five different people responded, and we selected River + Wolf.

What is the status of this engagement?

We worked with them from February–June 2020.

RESULTS & FEEDBACK

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

We haven’t launched internally or externally yet, so we’ve only received feedback from our executives. We wanted to have an approachable but confident brand, and we wanted it to look neither like a startup nor a huge corporation. 

The feedback so far is that River + Wolf hit the nail on the head, and they developed a thoughtful brand that will revolutionize the higher education market. 

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

Margaret was extremely knowledgeable. She was the kind of person you can talk to for hours and hours about branding. There are some people on our team who don’t understand branding, so it was great to have her as a resource to reinforce some best practices.

She was great at keeping the project moving, and she was always available, even late at night. She knew we had to get the project done in a much shorter timeframe, so she always met our deadlines.

We had planned to meet her in person, but because of the pandemic, that couldn’t happen. So, we worked with River + Wolf primarily through video conference calls and email. 

What did you find most impressive about them?

I’ve worked with Fortune 50 companies in the past, and we talked to a vendor who was in the same category. What I found is that we got the top experience and expertise from River + Wolf at a reasonable cost, which you don’t always get with top agencies. We got just as good a product, if not better, because Margaret was so intimately tied to everything we did.

Are there any areas they could improve?

I wish we had met with them in person because brainstorming is typically better in person, but it wasn’t possible. 

Do you have any advice for potential customers?

Be very open and specific with your expectations. Margaret is excellent at taking direction, but just like any relationship, the more open and honest you are, the better it’s going to go. Make River + Wolf a partner, not just a vendor, and have them work as an extension of your team. That’s how you’re going get what you want.

BACKGROUND

Introduce your business and what you do there.

I’m the co-founder of a food and beverage company called CV Brewing LLC. The main product that we’re bringing to market this year is a fermented flavored malt beverage: spiked coconut water drink, which will be sold in New Jersey and Pennsylvania within six months. We have two employees, one of which is myself and the other co-founder. We met at the Wharton School in Philadelphia and started this company out of the entrepreneurial ecosystem there in September 2019.

OPPORTUNITY / CHALLENGE

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

We were looking for a naming agency. We have the strategic belief that we’re a small player in the drink space, but we’re entering a new category; if we're successful at getting people comfortable with the concept of coconut water with alcohol in it, larger players, like Anheuser-Busch, MillerCoors, Mike’s Hard, will want to enter the space. We see brand as a very specific value add or competitive advantage that we can have on those companies, so we’ve been sparing no expense on name and brand. 

SOLUTION

What was the scope of their involvement?

We worked with River + Wolf on the creation of what we thought the brand personality could be and a name that would fit that. They were extremely involved in a month-long process. We filled out a 4–5-page questionnaire to provide our founders’ perspective and what the brand could be through our eyes. We evaluated 30–40 names of competitor brands, considering what we liked or didn’t like about their names. We gave River + Wolf some inspirational things, such as music and art that we liked, that we wanted the brand to reflect.

They put together a creative brief, and we approved it. Then, they did a week-long sprint on the names. I believe Margaret (Founder & Chief Creative) presented 67 names to us, and we winnowed that on our side to about a dozen; then, we worked with her on what we liked and didn’t like, and got that list down to five. From there, we surveyed consumers on the names and chose two. Finally, our founding team made a decision on which one we wanted to go forward with. Margaret was extremely involved in getting the list down to a dozen; after that, her involvement was more informal. 

What is the team composition?

We primarily worked with Margaret. There were a couple of people from her team on emails, and I know she had legal support in terms of preliminary trademark screening. 

How did you come to work with River + Wolf?

We searched Clutch for a naming agency, set up calls, and met the heads of six naming agencies. We evaluated them based purely on the fit between our company and theirs. I felt like Margaret saw the vision of our company the most of those six; they were all pretty good and impressive, but Margaret really got what we were going for, and she was competitive on price. We did about two months of relationship-building over email and a bit over the phone just learning about them and what they do.

What is the status of this engagement?

Our first meeting with Margaret was in early October 2019. That was just a fact-finding call to learn about what they might cost. Then, our work together spanned February–March 2020.

RESULTS & FEEDBACK

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

I was extremely impressed by the work that they did, the speed at which they did it, and the ability with which they were able to come up with a creative way to meet our budget. In terms of value add, we liked about 20 of the 67 names enough to put it on a can; a 1/3 hit rate was really good. We ended up losing around 2/3 of the names when we did the trademark screening, but we still ended up with six names we would’ve been very happy to have gone to market with. 

I was super happy with the work Margaret did. She is a very supportive partner in our business. For instance, she is speaking at Wharton next week on branding, and she’s having us give a bit of a presentation on our process with her, which is a good advertisement for our business. She also helped us find our design partner. We were really struggling to find a design agency, and she set us up with a frequent collaborating partner of hers.

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

She responded to every email I sent very quickly. I’d say she pretty consistently exceeded the deadline that she put forth in the project scope; if anything, we were keeping her waiting. It was pretty easy. 

What did you find most impressive about them?

Their thoroughness stood out to me. Our brand is heavily inspired and infused with South Asian culture and vibe; also, at that point, we thought we might be sourcing our main ingredient from Brazil. Margaret considered including Brazilian names. Every time she wanted to go down a particular avenue and spend time and resources on finding names in a particular domain, she asked us first. She was extremely thorough about the way she did that, and I really appreciated that.

The other thing is their expertise. Margaret is really good at what she does. I’d read a lot that she was a best-in-class naming partner, and I found that to be very true. I doubt that many people are doing this in the world who are better than her.

Are there any areas they could improve?

No, not really. 

Any advice for potential customers?

Providing River + Wolf with a limited or rushed scope or creative brief would probably result in a little bit of tension because Margaret is the type of person who leaves no stone unturned. We had considered every possible avenue and type of word construction, ampersands, long names, short names, made-up names, etc. Go into it expecting to work hard and really put a lot of thought into it; she’s a very detail-oriented partner.