Atreo

BACKGROUND

Please describe your company and your position there.

I am the CMO at Gong, the leading revenue intelligence platform for Sales. We have nearly 300 team members in San Francisco and Tel Aviv.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Atreo?

In late 2017 we decided to invest in our company branding. We recognized the importance of early brand work at Gong, to build category leadership and support our demand generation efforts.

What were your goals for this project?

We wanted an instantly recognizable brand that would accurately describe who we are at Gong - authoritative, approachable, friendly, and helpful. We wanted a brand that would make our customers and prospects feel seen and comfortable. Something uniquely different from everyone else in our space.

SOLUTION

How did you select this vendor?

We talked to several branding and messaging agencies in Israel and the US. Based on our previous branding experience with Atreo at companies like Sisense, we decided they were the best fit for us.

Describe the scope of their work in detail.

During 6 months, Atreo led our branding project. From early strategy to understanding who we really are. From there, the project continued in the messaging track and the visual track. We finally launched a new website, brand guide, logo, colors, typography, the works.

What was the team composition?

The main Atreo team members who worked with us were (1) Strategy manager; (2) Messaging; (3) UX; and (4) UI.

RESULTS & FEEDBACK

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

Our brand launch in June 2018 was a huge success. We've been receiving praise for our unique branding to this day, 18+ months later. People easily recognize our brand now, based on it's quirky characters, our bold colors, and - of course - Bruno the dog.

Based on the branding project's success, we engaged with Atreo on a monthly retainer basis for them to continue designing all of our visual brand assets, including trade shows, billboards, and online materials.

How effective was the workflow between your team and theirs?

Working with Atreo is a pleasure. They are true professionals. We had direct access to the agency's CEO, Carmel, and enjoyed working with the entire team. On our (brand) side, our branding team consisted mainly of the CEO and CMO with cameo appearances by other executives and team members at crucial checkpoints.

What did you find most impressive about this company?

Their creativity and original thinking impressed us, especially on the visual branding side. The options they presented us with were so different from anything we had seen or could have imagined.

Are there any areas for improvement?

We ended up changing some of the messaging parts of our original branding project. Part of this was due to the early stage in which we engaged with Atreo and our own evolving story.