Rule29

BACKGROUND

Introduce your business and what you do there.

I’m the president and CEO of a company called NASONI. We’re a startup that reinvented the bathroom faucet.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Rule29?

We hit a point where we needed to update our branding, website, and communication.

SOLUTION

What was the scope of their involvement?

In the first phase, we wanted to understand our market and our customers better. Once we understood our customers, we could message them better. Their team did two live market consumer tests in the New York and D.C. regions.

Phase two involved story and messaging. Their team took the research and leveraged it to develop our vision, mission, and values as well as our brand purpose, voice, and messaging. They either created those components or updated them. Their team created an elevator pitch and user personas.

They also developed our website in Shopify and used the Turbo theme. We also developed sell sheets, which are product specific and show them in a good light. The sheets talk about our products technical details and pricing.

In phase three, Rule29 went through our Instagram, Facebook, Twitter, and other social media accounts. They figured out keywords to use as well as our brand image for social posts. Their team’s managing the profiles and using Sprout Social. They’re tracking what people search for when they search for faucets and then leveraging those keywords in our messaging.

What is the team composition?

We have a main point of contact and communicate with the CEO. The number of people from their team varied based on each phase’s requirements. Rule29 brings in people as needed depending on the phase.

How did you come to work with Rule29?

I used Clutch to look for different companies. I wanted to make my message clear to my customers and I thought that telling a story would work best. I went on Amazon and searched for books on story. I found a book called StoryBrand and learned about their StoryBrand Guide Certification Program. I went to their training where I learned about their certified story brand guide program. I searched through that site for consultants and researched all of them. I picked 3–4 agencies to interview. Rule29 stood out above the others. I asked them for references during the interview and all three references gave them a glowing review.

How much have you invested with them?

We’ve paid a total of $57,000 up to date. 

What is the status of this engagement?

We started working together in September 2019 and we’re working on another phase with them.

RESULTS & FEEDBACK

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

We use PR companies for our marketing and advertising efforts. I’ve asked all of them for feedback on our website. Every single one of them said it’s one of the best they’ve had to represent. You can’t get any better than third-party unbiased feedback.

I get good feedback about Rule29’s work on our site. The quality of their work’s outstanding. I love their work as do our employees, partners, and customers.

How did Rule29 perform from a project management standpoint?

I’m a certified project management professional, so I understand project management better than most. Rule29 does a great job in project management. They use a tool called Basecamp for us to communicate, which is great. Their team hits targets, costs, budgets, and schedules.

What did you find most impressive about them?

Rule29 goes over and above to make sure they’ve done a great job. Working with them feels like we’re working with a great friend.

Are there any areas they could improve?

No, I can’t think of anything. That’s hard to say about most companies. My work with Rule29 has been awesome and I couldn’t recommend them any higher.

Do you have any advice for potential customers?

Look at their work. If you want to see what they can do, look at what they did for me. They’ll be happy to send you references. When I contacted their references, I thought that they stacked the deck but I’m giving them the same review. You can’t get better than this.

BACKGROUND

Introduce your business and what you do there.

I am the owner of Blackberry Market, a local bakery café and coffee shop.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Rule29?

We were starting from scratch and we needed to define and build a completely new brand.

SOLUTION

What was the scope of their involvement?

We used Rule29 when we first started eight years ago. This time around, they helped us with the rebranding, providing us with multiple creative directions during the initial stage. They then created a full brand package for us, including logo and menu design, as well as the color scheme. 

The team also managed our website and Instagram account. They created social media, digital, and print templates and helped us solve any print issues. Working with the interior designer, they gave input on the look and feel of the space itself and helped build it.

What is the team composition?

We worked with between 8–10 people, including a project manager.

How did you come to work with Rule29?

Justin (Principal & Chief Evangelist, Rule29) is a friend of mine and I had respected Rule29’s work for some time. When it came time to rebrand ourselves as an established café, I knew that they were the only option to go with.

How much have you invested with them?

We have invested around $100,000.

What is the status of this engagement?

We worked together from July–October 2012. Our rebranding effort took place a year and a half ago.

RESULTS & FEEDBACK

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

We were so happy with the results. From a qualitative standpoint, we have received feedback on the consistency of the brand. People enter our store believing that we are an established café that resembles what a larger, global brand would look like, which is what we wanted to accomplish.

How did Rule29 perform from a project management standpoint?

The project manager set timelines, always meeting every deadline and goal. The team was communicative and always provided feedback and alternative options.

What did you find most impressive about them?

As a mid-sized agency, Rule29 does the work of a large agency but with a smaller team. I preferred it this way because their whole team got to know the brand and give input. It felt very personable.

Are there any areas they could improve?

No, not that I can think of. I really had no issues or problems with Rule 29.

Do you have any advice for potential customers?

Get to know the project manager and lay out your expectations, which I’m sure they’ll meet.

BACKGROUND

Introduce your business and what you do there.

I’m the senior director of an intelligence and measurement company. We’re a B2B focused company, and we have clients in media and across different industries.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Rule29?

We were in the process of promoting our SaaS platform and wanted help creating a unified, cohesive story connecting the product with our brand. We hired Rule29 to help establish the platform’s identity and help it coexist with our current brand guidelines.

SOLUTION

What was the scope of their involvement?

Rule29 created a brand story to support our new SaaS platform. To do this, they researched why the program was being launched, the impact it will have, and why it’s beneficial. They weaved that information through the story and integrated it with new collateral.

From there, they helped us advertise the platform. They created different campaigns and made site enhancements to better represent the product. Their team wove language from the new brand guidelines into the site to emphasize the relationship with the SaaS platform.

What is the team composition?

Bob (Creative Producer, Rule29) and Katie (Marketing & Brand Associate, Rule29) are my main points of contact. Bob brought our ideas to fruition and Katie serves as our lead for day-to-day parts of the project.

How did you come to work with Rule29?

We sent RFPs to several local companies. We chose Rule29 because we saw value in the services they offered, and they came recommended to us. We felt they would be a smoother, more talented team to work with based on their proposal.

What is the status of this engagement?

We started the project in February 2018 and the engagement is ongoing.

RESULTS & FEEDBACK

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

Through looking at our Google Analytics account, we can see dramatic differences in bounce rates and overall engagement since Rule29 made enhancements to our site. We’ve seen positive trends throughout the platform, including time-per-page and lead generation. As our company has grown, we’ve noticed their impact increase.

How did Rule29 perform from a project management standpoint?

Rule29 uses Basecamp to track the project and we primarily communicate through email. We have access to all project updates and documentation, and they inform us about their progress throughout the week, which is great.

What did you find most impressive about them?

Working with Rule29 is refreshing—they’re transparent and easy to work with. Understanding our vision is one of their main priorities and they are receptive to our feedback. When they give us a cost estimate, we know they aren’t overcharging like other agencies might. They add a personal touch to the work they do and we find that valuable.

Are there any areas they could improve?

We had some small issues when the initial project lead left, but we’ve had no complaints with the new leader. Everything has been great since then, so I can’t think of any improvements.

Do you have any advice for potential customers?

Give their team as much feedback as possible. In order for them to produce amazing work, they need to know the scope and vision they are trying to fulfill. If you’re upfront with them, they’ll return with a great result.

BACKGROUND

Introduce your business and what you do there.

I’m the executive VP and chief customer officer for a comprehensive utility services company that serves investor-owned utilities across North America. We facilitate replacements, construction, and infrastructure planning needs.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Rule 29?

We’ve been in business for about 50 years and didn’t have a robust approach to brand management. Although we worked with a firm previous, we had a host of additional work needed to build a foundation and establish a house of brands for operating companies through which we deliver our services.

With our initial websites, it was clear we needed a developer with a scalable approach that could work on multiple sites and deliver the same look and feel. We needed sites with the same messaging and strong branding for each of our organizations.

SOLUTION

What was the scope of their involvement?

Rule 29 has developed various websites and aided with a variety of campaigns. Their team gathered content and compiled the information into functional sites. They’ve also assisted with branding and positioning. One brand was our complimentary employer brand, which is a staple of our recruiting efforts. They developed a microsite that details the rationale behind that.

Their most significant undertaking was helping with our 50th-anniversary book. We had years and years of history that wasn’t archived. Rule 29 dived into the work we’ve down, working with various partners to complete the book. 

What is the team composition?

My team works with around 4–5 team members that perform various tasks in different fields. I’ve mainly interacted with Justin (Principal & Creative Director, Rule 29).

How did you come to work with Rule 29?

I found Rule 29 through my affiliation with a board I sit on. Having seen the project and their approach, our company thought their team would complement our internal capabilities.

How much have you invested with them?

We’ve spent between $50,000–$200,000.

What is the status of this engagement?

We started working with Rule 29 in May 2016, and they provide ongoing services for our company in various capacities.

RESULTS & FEEDBACK

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

Rule 29 completed work on time and within a competitive budget. They met every deadline even if it was a challenge. My team enjoys working with them because of their professionalism, work, and speed of delivery. Rule 29 does a phenomenal job. Their work helped with a number of our organizations. The 50th-anniversary book was a home run. They leveraged their relationships with printers and bookbinders to create a fantastic product that all of our employees and customers love. The employer branding site has become the face of our employer engagement portal.

How did Rule 29 perform from a project management standpoint?

Justin and his team engage in a number of our efforts. Their team has helped our business tremendously. I’ve enjoyed their thoughtful approach to meeting our goals.

What did you find most impressive about them?

I appreciate Rule 29’s transparency. We always know where we stand with them. There have been no surprises. They’ve also stayed within budget.

Are there any areas they could improve?

No, their team has been on point with everything they’ve done. Rule 29 has been an excellent partner.

BACKGROUND

Introduce your business and what you do there.

I’m the design lead for Agency One Twenty-Three, McDonald’s Corporation’s in-house creative group.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Rule29?

We were looking for a design partner because our company had just gone through a reorganization and our design team was reduced. We hired Rule29 to support us with strong creative work for upcoming initiatives we’re launching for McDonald's.

SOLUTION

What was the scope of their involvement?

Our more recent projects with them have focused on designing UI for internal websites. They walk us through the idea stage and figure out the look and feel we’re going for. Their team has created sitemaps and contribute new ideas for designs. We developed a branding system with an outsourced team, and Rule29 is helping us bring it to life through our websites, email communication, and infographics.

What is the team composition?

Our main contact is Dawn (Studio Operations Manager, Rule29), who handles the day-to-day tasks. They also provide a range of individuals for different aspects of the project. Depending on the task at hand, they’ll supply a small team of writers, designers, etc.

How did you come to work with Rule29?

I read an article on Rule29 in How Design magazine and knew Justin (Principal & Creative Director, Rule29) from the AIGA (Professional Association for Design). When the opportunity came along after we were reorganized, we felt they were the right fit for the project based on skills and approach.

How much have you invested with them?

With our annual fee included, we’ve spent between $50,000–$200,000 on their services.

What is the status of this engagement?

We began working with them in 2017 and the partnership is ongoing.

RESULTS & FEEDBACK

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

We’re in the process of implementing a tool to give us exact success metrics, but we don’t have any currently. However, we’re able to sell the creative Rule29 creates within two rounds of presentations, which is vital to me.

How did Rule29 perform from a project management standpoint?

They’re very responsive. We communicate through email and there are always phone call follow-ups. We discuss our timelines and if there are scope changes, their team lets us know what is possible from their end. Their communication skills are perfect.

What did you find most impressive about them?

They provide services that go beyond branding—they’ve become our daily design partner. We also value that they’re willing to brainstorm with us and remain open to new ideas. They’re flexible and work well with our team.

Are there any areas they could improve?

There’s nothing I can think of for them to do better.

BACKGROUND

Please describe your company and your position there.

I’m the marketing communications lead at a large food service company that provides products and services to one of the largest quick service restaurants in the world.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Rule29?

We hired them to help us with many projects, but the one that stands out was a very complex report and presentation to respond to an RFP.

What were your goals for this project?

Our competition was closing in on our value proposition and we needed an RFP that clearly communicated what we brought to the table, uniquely positioning us ahead of our competitors. We needed to be clear, creative in our approach, submit everything on time, and were weeks behind schedule in developing content.

SOLUTION

How did you select this vendor?

Rule29 came highly recommended by our client. We quickly realized that they were technically sound, professional, personable, responsive, and could deliver results to make my company stand out among the others.

Describe the project in detail.

Once we had Rule29 on board, we had to get our act together on our end to provide the content. I work with highly technical people who struggle with articulating complex information in an easy-to-digest format. We tend to go deep when our customer prefers simple communication.

Rule29 did a great job of taking in all the content we had and organizing it for the RFP report, using a clean design that made all that complex information easy to look at. They also helped us convert the main content into a presentation we could share with the client in a visual format.

What was the team composition?

It was a small but mighty team. We always had the main project lead to ensure we were on time. We also had a designer who took in the content and made it look good.

RESULTS & FEEDBACK

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

We won the business thanks to their help! We were also told by our client that our RFP was world-class and a terrific model compared to what our competitors delivered.

How effective was the workflow between your team and theirs?

They were seamless in this regard. Rule29 hung in there with us to get everything done on time, even when we made ridiculous last minute changes that were hard to follow.

What did you find most impressive about this company?

Rule29 has some special finesse that blends professional output with personable team members. The end result is that I now have a high level of confidence in their business acumen, technical expertise, and ability to deliver—even under the most chaotic of circumstances. They're the kind of team that you want in your corner because you know they'll come through every time.

Are there any areas for improvement?

The end product speaks for itself, so it's hard to find something that they should improve. The only thing I could mention is that I would appreciate it if they would consult with us a bit more rather than delivering exactly what I ask. My bet is that there are better approaches to our work and we'd be open to trying new ways. That said, we often do things very last minute. If we has given them more time, we'd have more flexibility on gathering new inputs.

BACKGROUND

Introduce your business and what you do there.

I'm the president of Richwrap. We manufacture gift wrap on site. We curate boxes of wrapping paper, bows, and ribbon for companies to give away as corporate gifts during the holidays.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Rule29 Creative?

I hired Rule29 Creative to help me with digital marketing, web design, and print design for some components that go within the gift-wrapping boxes we produce. 

SOLUTION

What was the scope of their involvement?

First, I usually meet with the whole team to go over exactly what I'm looking for. Last year, they revamped my website entirely. Rule29 Creative uses an array of modern tech tools for all our projects together.

During our marketing campaigns, they show me how to become more searchable online to bolster my web presence. We use a systematic method all the way through until we launch either a website or marketing campaign. 

What is the team composition? 

I work directly with the owner and president. One of two employees typically serves as the lead designer on many of my projects. They assign me a point of contact to liaise with the design team, as well.

How did you come to work with Rule29 Creative?

Rule29 Creative produced some excellent projects for my company before I purchased the business. I’d heard about their strong reputation in the design community. I followed them on social media and liked what I’d seen in their work.

Former clients of theirs also gave me great feedback about their experiences working together. When it came time to hire a team, Rule29 Creative was a natural choice.

How much have you invested with them?

We've spent between $100,000- $125,000 on their services. 

What is the status of this engagement?

I've been working with Rule29 Creative ever since I bought my company in March 2011. They're still supporting us with ongoing social marketing and design services. 

RESULTS & FEEDBACK

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

My business is so seasonal that it's hard to gauge specific metrics. We only really do business during the fourth quarter. Every single year more and more people are being driven to my website. 

Qualitatively, I've gotten lots of positive feedback from my customers about Rule29 Creative’s deliverables. My in-house staff loves the website. It flows so much better than the old version. I was especially pleased with a video we produced in conjunction with their external resources.

How did Rule29 Creative perform from a project management standpoint?

Rule29 Creative is excellent at keeping in constant communication. They listen attentively to my needs and make requested changes promptly. The team stays on schedule with the timelines they set out. One resource serves as my liaison to the rest of the team. I get a status updates virtually every day, and they regularly send me their work in progress to approve. They keep everyone abreast of what's going on and answer any questions I have along the way.

What did you find most impressive about them?

I mostly appreciate their overall communication. I've had experiences with design firm vendors who don't give me much insight into our status and progress. Rule29 Creative gives me consistent feedback on projects’ status. They always keep me in the loop, which is very important to me.

I love their creativity. Each designer from Rule29 Creative brings something unique to the table. I'm consistently pleased with their quality of design and innovative spirit. We're not a big city market where we live, but they bring big city firm qualifications and work experience to our projects. I really appreciate that. 

Are there any areas they could improve?

I can honestly say no. I can't think of anything that’s disappointed me at all. 

Do you have any advice for potential customers?

Don't shy away from the fact that they're not a big city firm. They’re every bit as qualified for any job a prominent firm can do. Rule29 Creative has excellent outside resources, including for video production. Even though they're not a huge company, they deliver everything their clients need.

BACKGROUND

Introduce your business and what you do there.

I am the director of integrated marketing communications for a global technology company that provides software to automotive dealers.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Rule29?

Rule29 addressed our lack of brand identity. We had no guidelines in terms of color, fonts, typography, and templates, thus no brand story. They gave us an identity that we could share with our customers.

SOLUTION

What was the scope of their involvement?

We asked for research from Rule29 about customer feedback we received over a year and a half time frame. They did additional research on our brand perception and what dealers said in roundtable discussions. They pieced this research together to form our brand identity, and through that, our brand story. Their team created a brand foundation that included our brand essence, values, promise, and voice. They created something that our employees can resonate with. The end result was a booklet that explains our brand story to our employees so they know who we are and why we do what we do.

What is the team composition?

I mainly worked with the founder Justin Ahrens. A brand strategist and creative producer were involved as well.

How did you come to work with Rule29?

I found Rule29 because Justin and I live in the same town. We talked about what we do for a living and he told me about his company. I was compelled by their focus on storytelling. Many other agencies focus on tactics but not the story. There's an art to this, and this is what separated Rule29 from the rest.

How much have you invested with them?

We spent about $20,000. Overall, we've spent over $250,000 on a number of projects.

What is the status of this engagement?

We worked with Rule29 from July 2017 to November 2017. We still work with them today on a number of other projects.

RESULTS & FEEDBACK

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

The best metric we can share is that we started to incorporate several pieces of the brand story Rule29 created into our advertising last February. We perform an ad study every year with a third party that tests the viewers’ ability to recall our ads. Over the past two years, our scores improved. This year, they are at an all-time high.

How did Rule29 perform from a project management standpoint?

I thought they did well, but there was room for improvement. Their investigation was thorough and they asked several questions upfront when appropriate. The project manager updated us on scheduling and progress. When the project was completed, they gave us a final presentation where we instructed them to make minor language changes. It was a straightforward project that required constant communication.

What did you find most impressive about them?

They understand how to tell a brand’s story and the importance of capturing emotion in a brand. Their team understands that emotion best relates to capturing an individual’s attention. Other agencies also concentrate on emotion, but I believe Rule29 is the best at connecting the emotion to the brand story.

Are there any areas they could improve?

They’re great storytellers and exceptional at understanding the power of emotion, but as an agency, they could improve project management. They could be better at capturing the fine details and the status of the project.

BACKGROUND

Introduce your business and what you do there.

I'm the president of Lifewater International. We're a nonprofit that provides clean water access to vulnerable children and families in rural villages of Africa and Asia.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Rule29?

We were rebranding our organization and we wanted to make sure our new brand was aligned with the future, rather than the past. We were looking for a company to help us with our rebranding efforts.

SOLUTION

What was the scope of their involvement?

They visited our work sites and met with our field staff in Ethiopia and Uganda. Then, they did a competitive analysis and started the creative process. They produced a logo, created our brand standards, and developed a new letterhead.

What is the team composition?

We worked with 2–3 of their team members.

How did you come to work with them?

I worked with them on a similar project at another organization and had a very positive experience. Besides, they have a strong understanding of a nonprofit sector.

How much have you invested with them?

The project cost between $60,000–$200,000.

What is the status of this engagement?

We worked with them in 2013.

RESULTS & FEEDBACK

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

The year before we finished the rebranding campaign, our total revenue was $1.6 million. This year, it's $6 million, so it went up four times in five years.

How did they perform from a project management standpoint?

They did an excellent job. We hit all the milestones on time.

What did you find most impressive about them?

They do their best to understand your business and apply that knowledge to the creative process. That helps them produce a better product that is aligned with a true essence of the brand. Also, they have good aesthetic.

Are there any areas they could improve?

Nothing comes to mind. I'd definitely work with them again.

BACKGROUND

Introduce your business and what you do there.

I’m VP of risk control services for Captive Resources, an insurance consulting firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Rule29 Creative?

We wanted to rebrand the insurance captive. It needed a freshened appeal for the newest generations that are purchasing insurance. We also needed to rebrand our company in-house for captive resources.

SOLUTION

What was the scope of their involvement?

First, they did focus groups and surveyed 400 members. These tools showed them how external stakeholders perceive the company.

The team then created logos, brochures, annual reports, and branded merchandise. They also designed letterhead and presentation slides. Additionally, Rule29 produced live-action and motion graphic videos and uploaded them to our website. We’re able to leverage that content at meetings and sales events.

We rolled out the original project – the captive program –in September 2017. Currently, we’re in the middle of an in-house rebranding project.

What is the team composition?

I primarily work with the principal and a brand strategist.

How did you come to work with Rule29 Creative?

One of their previous clients recommended them. The company was 100-years-old and underwent a successful rebrand that updated its look and appeal. My team wanted to do a rebrand, but our leadership wasn’t convinced. Rule29 came in, pitched their services, and persuaded upper management.

What is the status of this engagement?

Work started in February 2017 and is ongoing.

RESULTS & FEEDBACK

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

The team is organized and attentive. Their ability to apply our feedback to graphic designs is impressive, as is their overall branding strategy. We won’t have data for approximately another year because the in-house project is still in progress.

How did Rule29 perform from a project management standpoint?

Rule29 could be more assertive with reminders and deadlines. They try their hardest to keep us on top of the project, even though branding is not my team’s priority. Since they have to email us multiple reminders, we can’t blame them entirely if we’re not hitting target dates.

What did you find most impressive about them?

The principal and brand strategist are a pleasure to work with. The process is very collaborative; it balances our vision with their expert guidance. They use our feedback and preferences to direct the scope. Rule29 is honest when our ideas are unrealistic, but they’ll never upsell us on unnecessary services.

Are there any areas they could improve?

They need to be more assertive when they disagree with our decisions. Sometimes, we establish too may parameters that reflect internal preferences. However, those decisions may not be best from a functional or client perspective.

While Rule29 was more vocal during the captive program, I’ve noticed they’re less assertive on the current project. But I admit our guidelines may be stifling them.