Agency Squid

BACKGROUND

Please describe your company and your position there.

Start-up Brewery & Taproom. I was the founder.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Agency Squid, and what were your goals?

Needed to come up with a brand & logo for this concept. Goals of the project were to be efficient with our investment, but also create a brand that embodied the location, local culture, history of the company name, and was differentiated in the Twin Cities market.

SOLUTION

How did you select this vendor?

We interviewed 3-4 agencies and none were able to delivery the full brand concept, within our timeline, within our budget, and none had the same strategic business approach that Agency Squid did.

Agency Squid approached the project with both strategy and creativity, whereas we felt the other agencies were more transactional and/or would just do the creative work. Agency Squid provided insight and offered input to us as partners, not as "vendors" or just providing deliverables.

Describe the scope of their work in detail, including any steps and the final deliverables.

To the extent I can remember: First they interviewed us to really understand what our vibe was, what we wanted to be, and were not afraid to offer their own input into what direction they thought we should go to be differentiated in our market.

Then they put together about 10 brand concepts, based on our interested. They also threw in some curve balls that were outside of some of our guidance, which I very much appreciated. Then they asked us to give feedback on 2-3 concepts that resonated with us where they would dig into further exploration.

They presented the further exploration which included different uses of the logo either on cans, sides of a building, on instagram, on signage, etc. From there we selected a concept and they put the final touches on it, such as 2-3 color palette ideas.

Above and beyond the deliverables, Agency Squid asked us questions and offered guidance to us about some of our concept and strategy -- for example, encouraged us to pursue a beer naming convention aligned with our brand and a certain concept.

How many people from the vendor's team worked with you, and what were their positions?

4 people ... not 100% sure about exact roles, but the 2 founders and 2 designers.

RESULTS & FEEDBACK

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

Early on we received -- and continue to receive -- very positive feedback on our logo and brand concept. People love it. It has directly ties to a rich history of the rail road and recreational train that it is located on and named after.

What did you find most impressive or unique about this company?

One of the most unique aspects of this agency is that they approach their projects like a founder and business strategist would. While on the outside they appear as a brand/marketing agency, the truth is they think about their projects as business cases. They will seek experts or resources related to the business they are working on in order to ensure they have covered various perspectives and aspects of that business.

So when they worked with us, they would ask us unexpected questions about how we were going to run the business, decisions we were going to make. I found this to be a huge benefit to us, and very unique about what they do. They really take pride in finding solutions for their clients -- not just delivering on a project.

BACKGROUND

Please describe your company and your position there.

I'm one of the co-founders of Kelda Farms, a regeneratively farmed, sustainably sourced CBD company. I oversaw the launch of our CBD brand and support the sales and marketing aspects of our business.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Agency Squid, and what were your goals?

We came to Agency Squid to help us concept, name, and launch our first CBD tincture. They supported us in helping create our formulation, develop our brand messaging, name the product, and build all creative aspects of the brand.

SOLUTION

How did you select this vendor?

We were familiar with Agency Squid's work with complex industries and projects. The CBD space is continuing to grow and regulations differ state-to-state. Given their vast understanding of industries like the adult beverage space we were confident they could help us navigate reguations and bring the brand to life. Additionally one of the two co-founders was the point of contact on our account. They mentioned they do this with every client and to have senior leadership around to help guide the project gave us a lot more confidence that we were in good hands.

Describe the scope of their work in detail, including any steps and the final deliverables.

To start they conducted significant research to help us identify where the category currently stood - who the competition was (large to local), what messaging was being used, and where we could fit our product in, and the price point we should be charging. Once the research was conducted they began with a naming exercise and messaging initiatives to help us define the value proposition we wanted to articulate to consumers. Once a name was settled on and messaging agreed to, they created our packaging, website, marketing materials, and supported our social media efforts for launch. Agency Squid worked closely with us on all fronts to bring the brand to life and were an extension of our team.

How many people from the vendor's team worked with you, and what were their positions?

I worked directly with one of the co-founders, who led the strategy team. Additionally we worked with two photographers, and a designer to help bring the brand to life.

RESULTS & FEEDBACK

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

We were able to launch the product in 3 months from concept to execution. Naming, messaging and branding, e-commerce website, and social media in an incredibly tight timeline and the level of work was great. Our brand continues to grow and gain traction in our back yard and nationally thanks to the story they put together for us.

Describe their project management style, including communication tools and timeliness.

We had bi-weekly meetings, communicated through email and slack. They were very accommodating to how we operated and fit right in.

What did you find most impressive or unique about this company?

The level of detail in their research and how they apply that to a creative idea is great. Every person we interacted with understood our strategic vision and tied every creative decision to building our brand and business. While most agencies focus on the big idea, Agency Squid really brough strategy and creative together.

Are there any areas for improvement or something they could have done differently?

I really enjoyed working with them and continue to work with them. They fit our company values and have no ego. I don't really have anything critical to add.

BACKGROUND

Introduce your business and what you do there.

I’m the head of creative content at a steel distribution company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Agency Squid?

We wanted to reposition our company as a brand, including the look, feel, and tone of our communication.

SOLUTION

What was the scope of their involvement?

Agency Squid has provided web development and brand identity services for us. They created our site from scratch using WordPress, starting with our existing assets.

For the branding portion, we briefed them and partnered closely with them throughout the process to tell them what we liked and didn’t like to deliver graphic design assets as the end product.

What is the team composition?

We mainly work with two members of their team, including Miles (Co-Founder) and one of their lead designers.

How did you come to work with Agency Squid?

I worked with them on a previous project, so I referred them to our company.

How much money have you invested in this partnership?

We’ve invested around $100,000 with them so far.

What is the status of this engagement?

We started working together in November 2020, and the engagement is ongoing.

RESULTS & FEEDBACK

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

We’ve captured valuable leads through the website they created for us.

How did Agency Squid perform from a project management standpoint?

Project management is incredible; they’re responsive whenever we need help. Regarding tools, we use Zoom and phone calls to communicate.

What did you find most impressive about them?

Their level of participation in the partnership is outstanding compared to other agencies. Every time I have a situation, I talk to someone from their team that’s knowledgeable and know what they’re doing.

Are there any areas they could improve?

I don’t think there’s anything they can improve on — they’ve done a great job, and we feel we get good value for money out of their work.

Do you have any advice for potential customers?

Engage them by focusing on the problem you’re facing with your business; they’re a good agency with reasonable pricing, a strategic approach, a smart team, and the ability to partner with you all the way through.

BACKGROUND

Introduce your business and what you do there.

I’m the creative content producer at Mark Anthony Brands. We’re an alcoholic beverage company that owns White Claw Hard Seltzer, Mike’s Hard Lemonade, and several other brands. I work within our internal creative team to produce B2B marketing efforts, external sales efforts, as well as social media and digital efforts.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Agency Squid?

Agency Squid is our digital creative partner; they’ve worked with us on several projects.

SOLUTION

What was the scope of their involvement?

The project we’ve worked with them on most recently is with White Claw Hard Seltzer. They guided us through the strategic thinking through our initial concept of the website, which they put together. They directed and led the strategy on how we were going to roll out the product, partnering with influencers. 

Further, the team has been responsible for a lot of redrafting on the digital platform, as well as continuing to provide strategic thinking with our black and white content.

Agency Squid is also working closely with us to create on-premise tools for White Claw, including training videos we’re planning to send to restaurant groups and chains. The videos will educate their employees on how to effectively sell White Claw, as well as our “can-in-hand” strategy. Further, they’ll educate the general consumer on what hard seltzer is in more specific detail.

What is the team composition?

We were working with three people primarily, including Miles (Managing Partner). We also got to know a few other members of the production crew.

How did you come to work with Agency Squid?

I’d worked with Miles before Agency Squid came about. I was confident they were an agency I could place my trust in, and that whether it's digital alteration, website creation, or creative strategy, their work would be sound. 

How much have you invested with them?

We spent about $200,000.

What is the status of this engagement?

Our engagement began in June 2016, and the relationship is ongoing.

RESULTS & FEEDBACK

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

Every time I go to Agency Squid for a project, I know I can trust them 100%. Often, it’s likely we’re going to be performing about our target metrics. 

Overall, they’re excellent partners. Agency Squid is determined to get everything right every time. 

How did Agency Squid perform from a project management standpoint?

They totally understand timelines; they know how long it will take to turn something around, and can get it done. They do their work with honest intention and care, remaining thoughtful in terms of feedback and questions. The team never oversteps, and they’re always courteous. Agency Squid is completely on top of it; not a lot gets past them. 

What did you find most impressive about them?

The team just gets it. The team tailors their creative work and strategy to each partner and project they’re working with. It’s awesome to hear their ideas when they put their heads together. With their extremely versatile capabilities, they can really bring any brand to life. 

Are there any areas they could improve?

There’s nothing I can criticize them for. 

Do you have any advice for potential customers?

Work with them. Agency Squid are all professionals—they know what they’re doing, they’re honest, and they’re ready and willing to work when people approach them. 

BACKGROUND

Introduce your business and what you do there. 

I'm no longer with the company, but I was the business development and innovation manager for Oskar Blues.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Agency Squid? 

Oskar Blues, which is the parent brand, is a beer company. We were launching several new products, including various flavors of cocktails in cans. We needed an external resource to help us raise consumer awareness for the product launch.

SOLUTION

What was the scope of their involvement? 

Agency Squid helped us create the brand identity of the new canned cocktail product. We’d started testing one flavor—the Moscow Mule—in multiple on-premise locations. They led the marketing scope by performing competitive analysis of the marketplace. They produced in-depth target audience findings and developed brand guidelines. 

Most importantly, they made sure that the brand was represented as irreverent rather than serious. They not only helped us understand how to align the brand differently from the competition but in a way that was true to the core Oskar Blues culture.

On a granular level, they helped create the label for the actual can. They got consumer feedback on various label designs to determine which one had the most traction from the customer viewpoint. They also created a website and videos to use across our social media channels. 

What is the team composition? 

I worked with Miles (Partner, Agency Squid) the majority of the time. Probably 75% of all work conversations went through him. Brent (Co-founder, Agency Squid) was involved during the pitch meetings. They also brought in a film crew to create the video. 

How did you come to work with Agency Squid? 

We put out an RFP to several agencies. I knew Miles from my work with previous brands. We identified other firms from online research, including a local agency in Boulder. Agency Squid won the RFP because they were most aligned to what we wanted to do and could deliver. 

How much have you invested with them? 

I can't recall the exact amount. I believe we spent in the ballpark of $10,000. 

What is the status of this engagement?

The majority of the brand project took place from February–June 2017. They continued to manage the website as well.

RESULTS & FEEDBACK

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

Agency Squid really captured the irreverent personality of the parent company that’s still unique in its own specific way to the spirit of the Moscow Mule brand. It was very important to the Oskar Blues management that the cocktail in a can fit within the existing culture and brand personality. We wanted to depict this irreverent feeling in the cocktail in a can brand. Some companies didn't get our vision, but Agency Squid definitely got it. They met the challenge of getting the investors and management to agree on one idea before launch.

How did Agency Squid perform from a project management standpoint?

Their team was extremely punctual in delivering all assets on time. Nothing was ever past the due date, which happens a lot with other agencies. They were organized, even to the point of scheduling extra calls when needed. I was quite happy with that. 

We had a tight budget from the start, and then had to reduce our spend after starting with Agency Squid. They understood and were so nimble. They helped us cut costs in some areas by changing up some aspects of the project and switching a few deadlines.

What did you find most impressive about them?

The visual assets and website were very well done. Their strength is definitely in the online and digital arena. Even though they're small, they did a much better job than what we’d have received from a larger agency. They provided creative thinking in how they delivered on what we requested. It didn't feel like a corporate entity coming in with a few ideas to make a paycheck. They’re authentic about the work. Even on a tight budget, they delivered a high-quality final product.

Are there any areas they could improve?

No. To be honest, I can't think of anything right now. 

Do you have any advice for potential customers? 

Most important is to make sure you have a thorough RFP or vision. Be extremely detailed, so they have the full picture of what you want before starting the project. Also, it’s important to know that their strength is in digital assets.

BACKGROUND

Introduce your business and what you do there.

I’m the COO of Dealrise Retail, a retail company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Agency Squid?

We engaged Agency Squid to help us rebrand and redefine how we communicate our company’s story across our different business units.

SOLUTION

What was the scope of their involvement?

Agency Squid first received a full, detailed brief of our different business units. These consist of our rep group, our incentive business, our Amazon storefront, and our distribution group; all of these operated as separate companies. Agency Squid's team met with 20–30 people across the organization to fully understand each business. They then helped us determine if we should align our divisions under one company title or if we should keep them separate. 

To figure out how to tell our story, Agency Squid asked about our key objectives, interviewed core stakeholders, and inquired about our brand messaging. The team also leveraged competitive research and looked at our identified competitors. Agency Squid came back to us and relayed our current story as told by customers and employees. They helped us understand our key messages and prioritized values.

Once our side aligned on how we can simplify the story and improve our overall brand messaging, Agency Squid created a new brand identity and color palette for us to consider. They delivered 5–10 iterations of logos and samples, and they showed us hundreds of sketches of their ideas and several typefaces. The team also created a standard manual for conveying our story on mediums like PowerPoint and LinkedIn and for creating sales material and outward-facing documents for customers. We now have a new logo, color palette, and style guide to guide our new brand identity.

We’re now working with Agency Squid to redesign our website. They identified several iterations of our new website, and we’ve considered four different versions of potential designs, layouts, and feels for the site. This redesign project is still ongoing.

What is the team composition?

We directly interact with three people. Behind the scenes, Agency Squid also has people working on graphic design, coding, and web development.

How did you come to work with Agency Squid?

I knew Miles (Partner, Agency Squid) from school and I’d heard about Agency Squid through word of mouth. We submitted an RFP to 5–7 firms and Agency Squid’s proposal sold itself. They demonstrated a clear grasp of our requirements and goals.

What is the status of this engagement?

We started working together in November 2018, and the project is ongoing.

RESULTS & FEEDBACK

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

Our new messaging and story have received positive feedback from partners and principals. Our four separate businesses are now unified under one company name and operate as different divisions. Agency Squid helped us bring key stakeholders on board and handle this complex undertaking. We’re thrilled with their work.

How did Agency Squid perform from a project management standpoint?

We communicate as needed multiple times a week. Agency Squid is always accommodating of our chaotic schedule and available to take calls or answer emails right away when we reach out. They understand our goals and pain points well thanks in part to asking the right questions upfront. The team makes deliverables and progress extremely clear to us. When we’ve stopped and started the project a few times, Agency Squid jumped right back in with ease. I couldn’t ask for anything more from them.

What did you find most impressive about them?

By asking relevant questions upfront, Agency Squid understands our goals, objectives, and pain points thoroughly. Their queries have also helped our teams understand our business priorities. Brent (Co-Founder, Agency Squid) especially offers creative ideas and produces top-notch work.

Are there any areas they could improve?

No, there’s nothing I’d have them improve.

Do you have any advice for potential customers?

Have an idea of your goals and desired outcomes. The best branding and marketing people can only go so far if your internal organization doesn’t know what it wants. 

BACKGROUND

Introduce your business and what you do there.

I'm operations manager for the American Gem Trade Association (AGTA). We're a not-for-profit trade association representing the colored gemstone industry in North America.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Agency Squid?

Initially, we were looking for a fresh take on how to advertise within our industry. We wanted something that resonated both with our members and their customers. We’d worked with several other designers, but we felt we needed a good design firm to make our message and materials more cohesive.

SOLUTION

What was the scope of their involvement?

When they first came in, Agency Squid analyzed our association, talked to various member companies to get a background of what they thought of AGTA, and talked with our staff. They evaluated all of our messages and then presented a rebranded version of the association. The logo is simple yet sophisticated, with a sharp image that speaks to who we are.

For the past four years, Agency Squid has done most of our advertising and ad placements, developing several ad concepts we still use. Some of the ads promote buying from an AGTA member, attending our trade shows, etc. Their message has been integrated into each one of our major marketing outputs.

A few other projects they’ve worked on are our resource directory, brochures, and quarterly magazine. There’s an online version of the directory, which Agency Squid has made incredibly easy to navigate and use. For the magazine, we produce all the content and Agency Squid puts it all together, keeping it consistent and branded to the AGTA. Just recently, they’ve taken over our website development, which has been a huge project.

What is the team composition?

We have two project leads in charge of design concepts and web design. The latter is instrumental in helping us streamline the transition onto our new management software that we’re integrating onto the site. We’ve also worked with some copywriters and photographers. During the website build, we talk to the team at least three times a week, if not more. We have a lot of marketing projects, and Agency Squid works on almost every single one of them.

How did you come to work with Agency Squid?

They were recommended by a colleague who had used Agency Squid for his company’s advertising campaign.  We checked out their portfolio, talked to them, got a quote, and met a few times. We interviewed a few other companies who were located closer to us, but Agency Squid was a better fit.

How much have you invested with them?

We spend about $100,000 a year.

What is the status of this engagement?

We’ve been partners since 2012.

RESULTS & FEEDBACK

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

Our current website is outdated and not mobile friendly and we’ve been working on a new site that is consistent with our brand.  We brought Agency Squid in during the project, and within four months, it’s much better and nearly ready to relaunch. It should have a large impact on our members and industry because the current site is made from an outdated template. The new site is sophisticated and cohesive.

Ever since the rebranding effort, our membership numbers have been steady. We’re now at nearly 1,400 members. Our outreach and the look of our brand has made a difference in the membership we’ve been able to bring in.

How did Agency Squid perform from a project management standpoint?

Agency Squid is outstanding. We have a small staff here, so when someone’s out, it can make a big impact, especially when we have a large project due. In situations like that, I can get Agency Squid on board and they’ll have the ad insertion or other task finished quickly and efficiently. I appreciate their willingness to work in less-than-optimal conditions at times.

Our website project was streamlined and aggressive, with over 100 pages, but Agency Squid didn’t have a problem. We’ve been able to finish a normal year-long project in a few months.

We generally communicate through telephone meetings.

What did you find most impressive about them?

On a personal level, they’re engaging, honest, and I have a tremendous amount of respect for them. Professionally, they don’t promise things they can’t deliver. They’ll always complete the tasks they’ve taken. They strike a good balance between professional and personal to make you feel confident in their expertise but not like you’re just another one of their clients.

Are there any areas they could improve?

I can’t think of anything they should do differently.

Do you have any advice for future clients of theirs?

Agency Squid does their research before coming into any meetings. Trust them and listen to what they have to say. They’ll have knowledge of where you are and where you should go.

BACKGROUND

Introduce your business and what you do there.

I’m the sales and operations lead at the B. David Company. We sell water purification systems to the U.S. government. I manage clients we work with on a day-to-day basis.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Agency Squid?

We needed to modernize our website and address every digital aspect of our business.

SOLUTION

What was the scope of their involvement?

We had numerous meetings with them discussing our company’s image and the message we wanted to communicate. They redesigned the entirety of our website using a WordPress template we approved. The customized template allows users to contact us on every page of the site. As part of the redesign, Agency Squid produced web copy, photographed and linked new images, and completely reworked our company logo.

What is the team composition?

I worked closely with their co-founder, who functioned as the project manager, and their director of integrated marketing. There were other developers and a photo team working on the project but I didn’t interact with them.

How did you come to work with Agency Squid?

We worked with a previous vendor, but the project didn’t go in the direction we wanted. We considered two other vendors, but Agency Squid’s co-founder was a friend of mine and I’d seen his previous work. They understood our goals and we knew we’d receive great customer service. It was an easy choice.

How much have you invested with them?

We spent $50,000.

What is the status of this engagement?

The project took place January 2016­–October 2016.

RESULTS & FEEDBACK

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

Once the site launched, customers immediately praised the ease of navigation and clean design. It’s user-friendly, and we believe that’s contributed to the increased traffic we’ve experienced in the past year.

How did Agency Squid perform from a project management standpoint?

We communicated almost daily to ensure the site looked clean and portrayed the intended message. They were always willing to answer our phone calls or email quickly. If they put something up, we’d review it for any necessary changes. We constantly reworked everything until the final product was perfectly suited for our customers. It was an interactive process.

What did you find most impressive about them?

Their attention to detail, knowledge of our industry, and almost immediate understanding of our needs as a client was highly impressive. Also, their communication was spot on. We had plenty of questions and they were willing to talk us through every step of the process.

Are there any areas they could improve?

I don’t have any recommendations. It was a good first experience for us.

Do you have any advice for potential customers?

If your technical knowledge is limited, Agency Squid will make sure you’re comfortable and confident the project is being developed correctly.

BACKGROUND

Introduce your business and what you do there.

I work for Mike's Hard Lemonade. I am a brand experience manager for the HARDER brand.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Agency Squid?

HARDER launched a partnership with Android to give away new Android phones to consumers. We needed an agency to create a digital campaign to accompany the retail point-of-sale promotion. The goals of the campaign were to build awareness of the phone promotion, the Harder brand, and the partnership with Android.

SOLUTION

What was the scope of their involvement?

I came on board the project in the middle, but my understanding is that Agency Squid was briefed on the project and they came back with a plan for a cross-channel campaign. They produced a white paper on the design direction, as well as the overarching goals and objectives. They proposed building a microsite for consumers to redeem codes for the free Android phones, and also proposed the creation of a game called Hold HARDER as an extension of the digital experience for consumers.

Agency Squid worked closely with our IT team on building and implementing the site and the game. They oversaw the rollout of assets, and continued to check in during the campaign to make any needed tweaks. They also created a social media strategy to support the campaign.

What is the team composition?

Miles Marmo [Partner & Director of Integrated Marketing, Agency Squid] served as both the project manager and the creative lead on the campaign.

How did you come to work with Agency Squid?

Miles used to work for the company, so we felt like he was the obvious choice. It was a last minute decision to launch this campaign, so the fact that Miles knows how the company works made it an easy decision to work with him.

How much have you invested with them?

We spent between $20,000–$30,000.

What is the status of this engagement?

Work began in October 2016, and the campaign launched in early January 2017.

RESULTS & FEEDBACK

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

The microsite (PhoneHarder.com) had over 30,000 page visits, and the Hold HARDER game had over 300 entries. Social media garnered around 12.5 million impressions via Facebook and Twitter. They did a really good job at building social posts around the campaign, which drove visits to the microsite, the game, and the phone redemption site.

The campaign was also really successful in building strong connections with key retail accounts such as Circle K. The support from retailers helped increase both the number of phone redemptions and brand awareness.

How did Agency Squid perform from a project management standpoint?

They did an awesome job. Miles is very responsive. We spoke frequently after the campaign launched to understand what tweaks needed to be made, share updates on how it was performing, etc.

The team worked closely with our IT group, which can be challenging. Even though our team moves slowly, they ensured that all tweaks were made and that everything looked flawless on the microsite.

What did you find most impressive about them?

The Hold HARDER game did an excellent job at really driving awareness to—and  amplifying—our campaign. They were diligent in making sure that the game worked flawlessly. Even though it was a quick turnaround, the game looked very professional.

Do you have any advice for potential customers?

At the end of a campaign, take the time to hash out best practices and learnings. Understanding how the campaign performed, and the return on investment, is crucial to determining if it's something you would want to do again in the future.