C42D

BACKGROUND

Please describe your company and your position there.

Joyn is a technology platform empowering organizations worldwide to drive engagement, foster belonging, increase revenue and create compelling experiences. I am the Director of Product Marketing and oversaw most of this project from start to finish.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire C42D, and what were your goals?

We hired C42D for a naming and rebranding project. We needed a new name that would more accurately portray our mission across the globe, and we needed a strong brand identity to reflect our new technology and legacy service offerings. By making this huge brand shift, we hoped to communicate that our company is current, bold, and advanced in association and event technology. Our goals were to use this rebrand as a stepping stone to greater success in a global market.

SOLUTION

How did you select this vendor?

We went through a long process regarding selecting the right vendor for this project. We interviewed at least ten agencies and received proposals from each. We paid careful attention to the strategy component, and the why behind the what. It was important to us that the thought process behind our new name and identity was backed by research and competitive insight. In the end we chose C42D because of our faith in their team and how they were able to clearly lay out and communicate the process that they would go through to deliver what would be our new company name.

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

We contracted C42D to lead the entire project from discovery and strategy to applications and execution. C42D’s team did discovery and brand strategy leading up to our naming discussion to help direct us on a path to choosing our new company name, they created a brand identity system with several mood boards for us to choose from as well as hosted workshops with the designer to talk through each of the mood board and design choices. Once the mood board was approved, they moved into creating our new brand guidelines complete with our new name, colors, logo, and identity pieces. Lastly, they created several brand application designs such as business cards, advertising content, email template, deck template, etc.

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

About four people from C42D’s team worked with us throughout the project, David, the owner, Ashley and Christa who were project managers, and Alison, the brand designer.

RESULTS & FEEDBACK

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

The project was a success on our end, our new name and brand identity were warmly received by our employees, current customers, and the market as a whole.

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

C42D was very organized when it came to project management. They set up regular meetings that aligned with the project timeline which was set up at the very start of our project. We received weekly status updates and the team was always accommodating when we requested to change or add additional meetings.

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

We loved how the team was able to deliver on our vision. We set out to explain who we are and what we do. C42D captured that perfectly in our new brand identity.

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

The only thing we would have liked done differently is the C42D team being more adaptive to our changes as a business. We are a startup so things can change and evolve very quickly, even when our project was scoped. We had a lot of moving parts and pieces, and they did a great job keeping up for the most part!