WANT

BACKGROUND

Introduce your business and what you do there.

I’m a co-CEO of a renewable natural gas production company. We produce, deliver, and market renewable gas as a transportation fuel.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We needed help with rebranding our partner company.

SOLUTION

What was the scope of their involvement?

WANT Branding first helped us create a new name for our partner company. Then, they designed a logo for it. We’ve recently merged with two other companies, and WANT Branding has helped us rename and rebrand ourselves again. The team is now designing a new logo, color palette, and various collaterals, including presentation materials.

What is the team composition?

We work with 4–5 teammates.

How did you come to work with WANT Branding?

My wife used to be in the branding industry, so I had known WANT Branding for a long time. They had an excellent reputation, so I hired them.

What is the status of this engagement?

The project started in April 2021 and is ongoing.

RESULTS & FEEDBACK

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

Everyone loves the name and logo they’ve created for us.

How did WANT Branding perform from a project management standpoint?

Their project management is excellent — they’ve been highly organized and kept everything moving smoothly. The team has stayed on time and within budget. In terms of communication, we’ve had weekly calls.

What did you find most impressive about them?

WANT Branding possesses incredible creativity, which is what distinguishes them from its competitors. The team has a good sense of what looks good and is trending.

Are there any areas they could improve?

They could’ve been more upfront about what they would do instead of just going with the direction we wanted to go on.

Do you have any advice for potential customers?

Make sure that you’re clear about the deliverables you need, the time frames you want to hit, and the communication you require from them.

BACKGROUND

Introduce your business and what you do there.

I was the EVP of sales and marketing at MGM Hospitality when I worked with WANT Branding.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We needed their team’s branding expertise.

SOLUTION

What was the scope of their involvement?

I was onboarded in the company by our then president to reinvent our brand and reposition our business within the Las Vegas landscape. As we were researching and exploring our brand positioning strategies, we came up with the idea of bringing in an agency to help us pursue our rebranding goals.

WANT Branding initially helped us refine our target customer identification process by participating in our discovery phase. They then took over our branding pipeline to implement new solutions and provide naming services.

Once we were through with our internal rebranding process, WANT Branding helped us accomplish an international project, a lifestyle concept for one of our clients in the UAE. Their team delivered naming and design solutions to fulfill the branding needs of our client based on the project scope they relayed to us.

What is the team composition?

My main point of contact was Jonathan (Founder).

How did you come to work with WANT Branding?

I worked with them on a different branding project for another company I was part of — WANT branding delivered outstanding results for that project, so I didn’t hesitate to hire them again to head our rebranding efforts.

How much have you invested with them?

We spent about $150,000–$200,000.

What is the status of this engagement?

Our collaboration ran from January 2005–January 2010.

RESULTS & FEEDBACK

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

WANT Branding generated stellar branding concepts, which are still being used by my former company now. They were highly capable of producing work that reflected our brand and our vision. Additionally, they had top-notch naming solutions that successfully elevated our business — I honestly think the company doesn’t plan on changing that brand name.

How did WANT Branding perform from a project management standpoint?

We communicated via conference calls and in-person meetings. WANT Branding had a straightforward yet informative approach — we didn’t find the need to ask for explanations since they were always prepared with solutions that addressed any question we had in mind.

What did you find most impressive about them?

We were particularly impressed with Jonathan’s credibility and thoroughness. My boss respected his concise opinions and proposed solutions because he always presented ideas with our needs in mind. 

Are there any areas they could improve?

WANT Branding was a responsive team with an orderly process — I couldn’t point out anything constructive about their work.

Do you have any advice for potential customers?

Understand your goals and requirements fully before outlining these to WANT Branding’s team. All final decisions will be from your end, so it will help to give their team a good deal of resources to start with.

BACKGROUND

Introduce your business and what you do there.

I’m the director of global campaigns and brand for a cybersecurity company. We’ve recently launched our security analytics platform.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

Our legacy branding had gotten a little bit complex and confusing because we were using the same brand for both our older services and our newer software platform. Customers, prospects, and sellers were all very confused about the delineation between our old and new capabilities.

We needed a new branding for our security platform that helped carve out a definition on its own and separate it from our older legacy capabilities.

SOLUTION

What was the scope of their involvement?

This project not only involved renaming our platform, but we also created a new architecture that worked within the platform’s name. WANT Branding came in and helped guide us through a very methodical process of how to evaluate names.

Projects like this have a high visibility and executive leadership team (ELT) involvement. A lot of people who had been with the company for a long time had previous ties to the old branding, so we had to walk through some sensitivities. Having a methodical process that we could apply was really helpful.

What is the team composition?

I worked with Jonathan (Founder & CEO) and Bruno (Director).

How did you come to work with WANT Branding?

I was referred to WANT Branding by a colleague that’s part of our same technology family because they had worked with them before. The fact that they had used them previously meant a lot to us.

In early interviews with Jonathan and Bruno, it became clear that they had a very strong process that we could apply — there was science to it. Some people think that naming a brand or a platform is a creative piece of work, but there’s also some science behind it.

What is the status of this engagement?

We started working in July 2020, and the project took 3–4 months to be completed. We’ve continued to look for additional ways to work with WANT Branding.

RESULTS & FEEDBACK

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

WANT Branding was an absolute joy to work with. They gave us not only a methodology, but they were also great at what they did. They always stayed in contact and worked with a lot of people, including our ELT and board of directors, all the time. Their experience helped us navigate some of our challenges.

WANT Branding has helped name over 2,000 different products and companies, so they knew what they were doing and how to apply it.

How did WANT Branding perform from a project management standpoint?

We worked very closely together, and we had weekly and bi-weekly sync meetings. In these meetings, we reviewed and talked about the plan of action and about how we were going to present it to our CEO and ELT.

WANT Branding knew when to give guidance and when to listen. They were able to help manage various stakeholders based on all their previous experience working with other people.

We had some challenges getting people to align because these projects are always a little bit emotional. However, we were able to fall back on the process and work through these challenges on each of the stages. WANT Branding was patient and adept at picking up the phone and talking to people to help us understand how to proceed and move forward.

What did you find most impressive about them?

WANT Branding’s customer service and experience distinguished them from other providers. I always felt like I was their more important client, and they gave us a high level of attention and assistance — they offered a white glove treatment.

We were able to rely on their experience to help guide us. Their work was exemplary, and the output was great.

Are there any areas they could improve?

No — they were awesome to work with.

Do you have any advice for potential customers?

Clients should not have any qualms about hiring WANT Branding and working with them. They know what they’re doing, they have a methodology, and they know the challenges of going through the process of creating a recognizable brand. They’re personable, experienced, and great to work with.

BACKGROUND

Introduce your business and what you do there.
I’m the marketing director at Inpel Corporation, an educational online platform. We’re a startup developing a new product in high education. We plan on launching our platform closer to the end of this year. Our business will be taking place in the US and will be nationwide.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?
We were looking for a partner to help us develop new naming, a brand identity, color palettes, iconography, typography, etc. Essentially, we needed someone to develop the brand guideline book for us. Our team was looking to make ourselves more market-friendly.

SOLUTION

What was the scope of their involvement?
The project was executed in four phases. The first phase was discovery. WANT Branding spent time learning about our product, industry, and competitors as well as gathering as many insights from our side as possible. That took about a week or two. The second phase was the naming phase. The first round was 20 names and the second was another 20 names. That stage took about 2–3 weeks. The third phase was to develop the brand identity. WANT Branding worked on the logo, and it was more design-oriented. They also did iconography. In phase four, they did the brand guideline book.

What is the team composition?
There were 4–5 people on the team.

How did you come to work with WANT Branding?
I scheduled an introductory call with about seven agencies. My main goal was to see if the agency was interested in our project because not everyone likes to work with startups. I also was looking for an agency that understood our brand, industry, and goals. It was important that they understood the timing. The chemistry was important as well. WANT Branding wasn’t the cheapest option for us regarding the estimated budget but it seemed they understood us better than the other potential vendors.

How much have you invested with them?
We invested $61,000 without trademark fees or legal fees.

What is the status of this engagement?
We worked together from January–May 2021.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?
We don’t know the public reaction yet because we haven’t launched. I can’t provide any statistics or metrics. WANT Branding provided the same quality of work as the top agencies that work within a more limited budget.

How did WANT Branding perform from a project management standpoint?
Project management was really good. WANT Branding stayed on track and followed up. They didn’t disappear, and there was never a time when we didn’t hear from them. Their team was consistently on time. However, in situations where they needed a little extra time, they always communicated it. The main communication was done via email, and it was always very clean and thorough. We had weekly calls with their team during the entire project.

What did you find most impressive about them?
The team was very involved. They carefully listened to our needs. We demand a lot of attention because we’re a new business. WANT Branding really tried to understand all our needs, to clarify and analyze what we needed, and to double-check on it. Communication, project management, and how they handled the project were impressive. 

Are there any areas they could improve?
We didn’t request the icon for the website itself. When we open the web page, we see it on the very top. Later on, when we tried the icons that we had, it didn’t work. When we addressed it with WANT Branding, they developed the icon even though it wasn’t included in our contract. It would’ve been nice if they’d have suggested it from the beginning. Overall, there’s nothing serious they can improve.

Do you have any advice for potential customers?
Develop an equal relationship with them, and be open with them upfront. Tell them what you really want. In our case, we also needed some legal support because our lawyer isn’t specialized in trademark law. We provided this information upfront. WANT Branding recommended their lawyer, and our team worked through them. It was very helpful. They will deliver great results for you.

BACKGROUND

Introduce your business and what you do there.

Mavenir is a 5G network software provider. We supply to all the big communications providers worldwide and to other enterprises. I’m the CMO of the company, in addition to being an executive VP and part of the board.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

I joined the company in 2018 when we started positioning the company as being the only end-to-end cloud-native network software provider. That means that we’re positioning the company to be recognized as being a disruptor from a technology point of view. We’re competing with the big, well-known legacy vendors in the telecom world.

We started to be recognized as being a serious competitor, but the challenge became that some operators still relied on the partners they’d been using in the past. We started refreshing our brand, together with the messaging. We were going in the direction of trusting the future technology and offering strategic partnerships for transformation.

SOLUTION

What was the scope of their involvement?

We had a three-month initial consultancy, which we expanded a bit. We asked WANT Branding to think a little about branding as an approach. They designed a project plan as well as reviewed the industry and wrote about competitors. We provided our own information and had a series of interviews with company execs and analysts. We also provided customer insights. WANT Branding pulled everything together, presented the resulting perception with our executives, and came up with some new thinking.

On top of that, they spent significant time redefining our logo and the messaging associated with it. The company name remained what it was, but we created names for some product families. We decided not to go down to each product because, in our industry, those are very much defined by the acronyms of their functions. WANT Branding made some clever proposals for the family names and worked on the wording in our messaging — how we explain our vision and so on.

We stopped the project there although we had another little piece of work related to digging into the graphic palette of the website. It looked like WANT Branding was less interested in or dedicated to this second part of the project. We outsourced the implementation of the graphics and suggestions to another company.

What is the team composition?

Robert (Director) did a lot of the work, with help from another team member. There was someone else doing research and analysis. Jonathan (Founder & CEO) was always in contact with us as well.

How did you come to work with WANT Branding?

My marketing VP had a list of companies she had worked with in the past. We shortlisted three and had interviews with them. WANT Branding not only had the expertise, but they were very decisive, and I could see how they’d fit in with us. Their team could drive us and consult us at the same time, making sure that things would move along.

Consulting agencies can stagnate sometimes if they don’t get enough feedback. WANT Branding pushed us to respond back and converge. We didn’t have a long selection process. We interviewed 3–4 companies and decided to go with WANT Branding within two weeks.

How much have you invested with them?

The project cost was around $300,000.

What is the status of this engagement?

We worked with WANT Branding from November 2020–January 2021.

RESULTS & FEEDBACK

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

WANT Branding did an excellent job. We were kept part of the thinking process, and they guided us through the process. We’re cowboys from Dallas, so it’s difficult to keep us on track. WANT Branding did a good job of keeping us involved and getting things done.

We’re very busy, so a lot of people will say yes then get on with other things. They managed us well and got a result. WANT Branding always consulted with us, and we made decisions together. We didn’t have branding expertise in-house, and this was an instructive exercise. I could see their way of thinking and really appreciate the way they did the job.

We needed to have new messaging and a new logo, and that’s what we got. We launched the new branding in April 2021. It’s cool, slick, and modern. Our new tagline is “Trust the future”, and we have three simple statements, namely “One network, any cloud, all software”. We expand on this a bit more with some wording. We had simple criteria and got really good deliverables for it. We’ve all been really enthusiastic about working with WANT Branding.

How did WANT Branding perform from a project management standpoint?

We had calls every 2–3 days, depending on the project phase. We had a project manager on our side as well. WANT Branding managed to keep us in check, and they were accurate with the implementation. We used Microsoft Teams for communication, and they were always on the calls. I can’t remember a case where they weren’t there or weren’t effective.

The only issue was at the very end. We felt that they were slowing down a bit when it came to the more practical work of implementing the branding. We agreed with them to not continue and took it further with people we were more familiar with.

What did you find most impressive about them?

WANT Branding is quite renowned in the US, and they’ve worked with a lot of people in our industry. They were one of our top three candidates, and we felt they presented themselves better than the others. They were cleaner and crisper as well as more determined and organized. Their team had the right level of being assertive, which we needed in order to make sure that things got done.

Are there any areas they could improve?

There were a couple of times when we had reiterations, which were probably a necessity. That was part of the building-up phase. WANT Branding could’ve shown more eagerness to do the second part of the project, but maybe it wasn’t their expertise. I spoke with the CEO, and he said he was happy we were going with someone else. From my point of view, I was very happy with the job they did, and we wouldn’t have achieved a similar result with someone else.

Do you have any advice for future clients of theirs?

They need to be very clear on what they want. At the same time, WANT Branding is definitely the right choice for an organization that wants to be guided along the process. They’ll help the client get organized.

Their team is collaborative, which is very important for things like branding or the identity of a company. Even if the client doesn’t have the expertise, they still need to be involved because it’s their company. WANT Branding did a good job in pushing their expertise and showing us what was possible. At the same time, they worked closely with us to achieve it. If the client’s aim is to be involved and see how things are moving, then WANT Branding is a brilliant choice.

BACKGROUND

Introduce your business and what you do there.

I’m the CMO of Commvault.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

A couple of years ago, we launched a SaaS solution in the data protection space. We initially reached out to WANT to help us with the branding of that solution. We wanted to create a brand that not only stood on its own but also revitalized the company’s brand.

SOLUTION

What was the scope of their involvement?

The range of services fell into three categories. WANT performed research to help us understand the overall environment. Their team conducted strategy work to understand the different approaches towards and considerations for the brand. Additionally, they worked on the creative side of the brand.

For the SaaS solution, WANT created the brand and the name. When we made an acquisition, their team worked with us on strategic considerations around integrating it into our brand. That included working on the name and visual representation. As we expanded our portfolio, they looked into our broad house of brands to direct us as we grow.

What is the team composition?

We worked with 3–4 people from WANT.

How did you come to work with WANT Branding?

A colleague brought WANT to us. However, I’m unsure how she found them. Their experience and recommendations for how to modernize a brand influenced our decision to work with them. Another big plus for us was their location. WANT’s located in New York City, and we’re headquartered outside of New York City. That made collaboration easier back when we could sit in the same room together.

How much have you invested with them?

On the individual projects, we spent probably $100,000. It’s been more than one project.

What is the status of this engagement?

We worked with them for three months prior to launching our SaaS product in October 2018. It started around July.

RESULTS & FEEDBACK

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

Our SaaS solution is the fastest-growing product in our history. The solution has won many awards, so it has been recognized in the space. Certainly, a portion of the product's success is due to the brand. We're able to portray the brand in the market so that it's visible.

How did WANT Branding perform from a project management standpoint?

WANT was organized and structured in their approach to each project. Each member of their team was deliberate and followed the project's structure. They kept us informed through weekly updates. Their team was great at meeting deadlines and hitting the deliverables. We were pleased with how they operated.

What did you find most impressive about them?

WANT focused on strategic branding, so their team brought a depth of experience to each branding initiative. When we needed that specialization, we turned to WANT. Each time, we were pleased with the results and their thinking around those topics. They gave us the confidence that we made the right decisions. Their team was creative and worked well with our senior executives.

Are there any areas they could improve?

No, nothing comes to mind.

Do you have any advice for potential customers?

Create a thorough brief to enable them to understand what challenges they’re helping you to overcome. It’s also important that they engage with the right decision-makers. Leverage them to help you sell to internal stakeholders. They can explain the creative side of the project well.

BACKGROUND

Introduce your business and what you do there.

I’m the chief revenue officer of a marketing technology and data provider for senior living communities in North America. We help drive occupancy for senior living communities.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We’re a well-established and traditional advertising agency that’s shifted into the modern world of martech. Now, we’re providing more digital-driven solutions for clients but our name sounded 33 years old. Our company is embarking on some acquisitions and mergers so we were bringing new brands into the fold and wanted to build a new brand and name that could represent the new organization.

SOLUTION

What was the scope of their involvement?

The key deliverables included the new name and the brand associated with that name. WANT Branding also created brand guidelines. Now, we’re building our website and executing it across different channels.

What is the team composition?

We worked with Bruno (Director), John (Analyst), and Jonathan (Founder). There were also 1–2 others depending on the phase of the project.

How did you come to work with WANT Branding?

We found them through an extensive search of both local- and national-based agencies. Our VP of marketing conducted the search. One of the things that stood out was WANT Branding’s ratings on Clutch. We were looking for someone who had B2C and B2B experience, and they had both.

How much have you invested with them?

We’ve invested about $185,000.

What is the status of this engagement?

The project was from January–March 2021.

RESULTS & FEEDBACK

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

We were a tough audience because we do branding for our own clients. Everyone had an opinion but we were all on the same page by the end. That’s a testament to the perseverance and insight that WANT Branding brought. Their team is good at putting things in context for us in terms of positioning. They have a process and keep to that process.

Organizing a group at the C-level and keeping them on track is hard because we’re all incredibly busy. WANT Branding is particularly good at that. Clients need that. They need a relatively firm hand to keep them on track and end up with the right result. WANT Branding managed us pretty well.

How did WANT Branding perform from a project management standpoint?

We had dates and milestones to guide the process. Our teams typically communicated through video calls when we did the touchpoints at each step. My VP of marketing spoke individually to them through calls and emails.

What did you find most impressive about them?

WANT Branding came up with great creative options, would then go away, and turn them again overnight. They did whatever we asked for. But at the same time, they were always keeping us to task and not just running the meter on hours and encouraging us to spend more money.

Are there any areas they could improve?

We weren’t able to get together with them face-to-face because of the pandemic. In normal times, we would’ve had dinner or lunch together in order to build a more formal relationship. However, this isn’t their fault. To their credit, this constraint made it even harder yet they were still able to succeed.

Do you have any advice for potential customers?

Make sure you get the right people involved. Think about your stakeholders and deeply consider who you want to be involved. We tried to keep it small for obvious reasons but then needed to add 1–2 other people. That kind of slowed us down in the beginning. Brief everyone properly in terms of what the expectations are and what the process is.

BACKGROUND

Introduce your business and what you do there.

I’m the VP of strategy for a large casual dining restaurant chain in the US.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

Our company was launching a virtual brand, so a brand that lives only on third-party delivery apps. We had an exclusive partnership with a snack brand. The business challenge was to create a compelling name and visual identity for the brand.

SOLUTION

What was the scope of their involvement?

As the goal was to create a food brand, WANT needed to develop a compelling product that resonated with customers. Their team gave us a large set of options, and then we discussed them. From there, they iterated on the brand. Their team ultimately developed the name, logo, and style guide for the virtual brand.

What is the team composition?

About six people from WANT worked on this project. All of their leadership was involved, including Jonathan (Founder & CEO) who was closely involved.

How did you come to work with WANT Branding?

We identified a few providers and found them largely through Clutch. We held a quick set of interviews with these providers to understand their capabilities and processes. We came away impressed with WANT’s experience and structured, analytical approach to naming. They outlined a clear process that built our confidence in their ability to meet our timelines.

How much have you invested with them?

We spent around $60,000 on this project.

What is the status of this engagement?

The partnership started in November 2020, and they delivered their output for this project in January 2021. However, we’re still working on different projects with them.

RESULTS & FEEDBACK

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

Ultimately, they created the brand. We launched that brand in March 2021, and it was received incredibly by the public. It had over 2 billion media impressions and was highly shared. Beyond the successful launch, there’s not much more to share.

How did WANT Branding perform from a project management standpoint?

We communicate via email and phone calls. Their team is responsive and organized.

We were on a short timeline; the branding project was four weeks from start to finish. They did a great job structuring the project and took an iterative approach, which we appreciated. They listened to our feedback throughout the engagement.

What did you find most impressive about them?

Their collaborative nature is one of their greatest qualities. WANT Branding takes an analytical approach to a traditionally creative space, which is interesting. Their work is grounded in research.

Are there any areas they could improve?

I don’t have any specific areas of improvement for them. Overall, their team is well-rounded.

Do you have any advice for potential customers?

It’s important to align on specific outputs and expected deliverables. WANT did a great job of setting expectations for what they would send us at the end.

BACKGROUND

Introduce your business and what you do there.

I’m the off-premise director of a restaurant hospitality company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We had the opportunity to expand our off-premise channel and sales line, especially with our third-party delivery partners with a virtual brand. We brought on WANT Branding to identify the name, look and feel, and overall branding elements of that channel.

SOLUTION

What was the scope of their involvement?

They handled all branding aspects including logo, naming, and our style guide.

What is the team composition?

We worked with Bruno (Director) and Jonathan (Founder).

How did you come to work with WANT Branding?

I found them through Clutch. We scoped out a few other agencies but WANT Branding really had the experience we were looking for. Our team liked their process and overall capabilities.

How much have you invested with them?

We invested between $50,000–$70,000.

What is the status of this engagement?

This project was from November 2020–January 2021.

RESULTS & FEEDBACK

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

WANT Branding was absolutely incredible. They took the time to understand the business challenge, what we were trying to accomplish with the new brand, and understand the various audiences we were targeting. The work they delivered was spot on; it was absolutely amazing. We’re very happy with the results of the deliverables. WANT Branding was delightful to work with.

We’re a franchise organization so there’s a number of stakeholders who are involved in the overall process. A lot of them are leadership within our restaurant organization and franchise organization. Jonathan, Bruno, and their team did an amazing job of navigating the various stakeholders as well as taking all of their feedback to design a brand that incorporates all the various needs while still keeping the target audience top of mind.

How did WANT Branding perform from a project management standpoint?

They did an incredible job with project management. Their ability to manage this project within our organization as well as the various stakeholders and departments was great. WANT Branding’s communication was timely and very poignant.

We had a tight timeline we were looking to meet. WANT Branding met those deadlines and even beat the deadlines in some circumstances. We were meeting a few times a week in efforts to meet this tight timeline. Their team was very punctual, and the communication was outstanding. Our communication was through Zoom calls and emails.

What did you find most impressive about them?

Their work and output really speak for themselves. Their naming and brand process was so smooth that we identified and came to a consensus on a name very quickly. I really attribute that to the process they’ve developed with their naming. We brought them on a project basis and since then we now have other departments within our organization that are continuing to work with them.

Are there any areas they could improve?

No, we were 100% happy and pleased with the project.

Do you have any advice for potential customers?

Do it, engage with them. WANT Branding is amazing to work with.

BACKGROUND

Introduce your business and what you do there.

I’m the director of culture and retention for a company that distributes commercial construction products to contractors.  

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We utilized WANT Branding to help us rebrand.

SOLUTION

What was the scope of their involvement?

They created a new logo, tagline, and graphics we could use for marketing. They even helped us rename each division of our company. From there, they presented our new brand materials and provided brand identity guidelines. Then they gave us deliverables so we could execute for ourselves.  

Then they created a 90-second video to explain our company. Originally, they were going to film, edit, and produce a live-action video, but because of the pandemic, that didn’t pan out. Instead, they utilized stock footage, graphic design, and animation to explain our company. Together, we wrote the script, selected a voiceover actor, chose shots and music, then edited the animations and graphics for the video.

What is the team composition?

We started with 5­­–6 people, including Bruno (Senior Director), Jonathan (Founder), Julia (Analyst), and John (Brand Analyst), and Todd (Creative Director).

How did you come to work with WANT Branding?

I wasn’t involved in that process.

How much have you invested with them?

We spent between $200,000­–$500,000.

What is the status of this engagement?

I came on in October 2020 and that’s when we started the project. We launched our new brand at the beginning of March 2021, and they delivered the final product about a week before that.

RESULTS & FEEDBACK

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

They did a good job of pitching ideas. Then we were able to provide feedback and they made adjustments to better suit our company and our needs. It was a creative process, and they were able to

We were very happy with the video, too. Their third-party video editor was top-notch.

How did WANT Branding perform from a project management standpoint?

Once they realized that we had pretty specific visions for the video, they were very happy to collaborate with us. We were able to join their process, do research on the images we wanted to use for the video, and direct the actors.

Since this was a creative project, collaboration was absolutely key to our success. Especially since they’re not experts in our industry, we needed to communicate exactly what we were looking for them to execute.

Overall, it was a laborious process and we could have benefited from a project management tool, but we used a spreadsheet that was managed by one person. In order for us to see progress on the project, we had to request that they update the spreadsheet and send it to us. Then we would meet and update the spreadsheet together. This resulted in a lot of back and forth, and of course, if someone was out of the office, we had to wait a bit longer.

The good news is that they responded to us; we would have just preferred it if the information was already available.  

What did you find most impressive about them?

Todd was amazing. He was able to articulate his vision for our brand and his descriptions for our visuals were super clear. He was clearly an expert and he understood our vision. We were always happy with what they delivered.

Are there any areas they could improve?

Occasionally, communication was a little slow. We would have appreciated a project management tool.

Do you have any advice for potential customers?

If you’re hoping to do a rebrand with WANT Branding, you must have someone on your team focused on the project. Advertising agencies don’t know your company as well as you do, so you need someone to advise WANT Branding so they get it right.