What was the scope of their involvement?
They led a series of joint workshops. Blackcoffee took our executive team through a series of exercises to hone in on the key attributes of who we are, and the common challenges that we're solving. They also conducted an interview with about 30 customers and employees. They asked customers to articulate why they engage us and what they expect us to do. From an employee perspective, they asked what types of work they do and why they stay with the company.
The process evolved from just a position statement to a branding exercise. The final product was a brand positioning and an overarching brand redesign that we’ll be releasing early next year. We're already planning on continuing with them on a second engagement because brand positioning and messaging is never static. If the first phase was about identity and position, the second phase is about messaging, brand rollout, and execution.
What is the team composition?
We primarily work with Mark (brand expressionist, Blackcoffee) and Laura (brand expressionist, Blackcoffee). They pull in other members of their team for particular needs, such as copy editing or design.
How did you come to work with Blackcoffee?
A mutual friend suggested that we get together. We had several meetings just to get to know each other as professionals. We interviewed several agencies, but felt most comfortable working on this challenge with Blackcoffee.
How much have you invested with them?
We’ve spent between $75,000–$100,000 to date. We’ll probably spend a similar amount on the second engagement.
What is the status of this engagement?
We started working together in September 2017 and the engagement is ongoing.