Catchword

BACKGROUND

Please describe your company and position.

I am the EVP, U.S. Lead, Health Brand Development of Edelman

Describe what your company does in a single sentence.

Edelman is a global communications firm that partners with businesses and organizations to evolve, promote and protect their brands and reputations, giving our clients the confidence to lead and act with certainty, earning the trust of their stakeholders.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Naming strategy
• Name development
• Complex naming strategy for portfolio naming

SOLUTION

How did you find Catchword?

Recommendation

Why did you select Catchword over others?

• High ratings
• Pricing fit our budget
• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We have chosen Catchword as our go-to partner for naming related work in Healthcare. We have engaged Catchword several times and our clients are always thrilled with their naming strategy counsel and actual name candidates. We've even brought them in to help with complex naming strategy issues regarding portfolio naming, including name development in the diagnostics space. Catchword is highly professional and dependable and produces high-quality work.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Solid name candidates that passed trademark screening and were a best-fit to the brand strategy; one name was ultimately selected for the product name.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Highly responsive project management. Catchword delivers on time and as expected.

What was your primary form of communication with Catchword?

Email or Messaging App

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

Catchword's team members are subject-matter experts in naming strategy and name development. Their partnering ability is most impressive.

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

n/a

BACKGROUND

Please describe your company and position.

I am the Director Global Marketing of IDEXX Laboratories

Describe what your company does in a single sentence.

Innovation leader in diagnostics and software that enhance the health and wellbeing of pets

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• We needed a great name for an unprecedented platform IDEXX is introducing to the veterinary technology market. This name needed to speak to the revolutionary nature of this product, one that is truly in a category unto itself. But it had to check a lot of other boxes as well. 
• The name needed to be ownable of course, available to trademark globally, and be easy for speakers of various languages to use. It needed to appeal to all our key audiences (from veterinary techs to corporates). It needed to stand out from the names used by other companies in our space while also complementing our existing portfolio of names – including fitting nicely into a multi-part naming formula we use. 
• The name needed to feel personable yet premium, sophisticated yet not stuffy. And it needed to not just be great today, but suitable to showcase the evolving abilities of this product. Despite these challenges, they really delivered. Though we are still finalizing our name choice, we are thrilled with the options the team developed and really the whole process. 
• The work came in on the timeline that was outlined, and we felt like they understood all our needs. We were so impressed that we plan to recommend Catchword to yet another IDEXX line of business.

SOLUTION

How did you find Catchword?

Referral

Why did you select Catchword over others?

Referred to me

How many teammates from Catchword were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We delivered background on this product to the Catchword team before the creative work began, and it was clear in our first meeting that, despite the technical and somewhat complicated nature of the product, they understood what it could do and why it was deserving of a great name. 
The team was easy work with, whether that was scheduling meetings or quickly shifting to work with new team members on the project. They asked excellent questions to help develop parameters for the creative work and delivered a brief summarizing this project that required very few edits from our team. 
Catchword developed two rounds of names for us, but we were very happy with our options before the second round even began. Overall, they presented more than 100 name options, which had already been vetted to eliminate obvious trademark conflicts, and we had enough favorites to create a robust shortlist for further screening -- with several alternates that could be brought in, as required.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Catchword completed this work in a timely and efficient manner, and they provided us with the crucial creative we needed for what we believe will be a revolutionary product. While we are still finalizing the name choice, we are confident that we have what we need to go to market.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Yes, the Catchword team was agile and responsive. We felt like the work went seamlessly, on time and within budget. We are a highly organized team, and they were a natural fit, friendly but also very serious about doing good work.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

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

The work we did with Catchword was incredibly productive. Especially with creative projects, there can be a high ratio of wheel-spinning to usable output. But the time we spent with them, and the work they generated, all felt extremely valuable. We are very confident recommending them to other lines of business in the IDEXX family.

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

Not that I can identify

BACKGROUND

Please describe your company and position.

I am the Marketing & Communications of Water Street Healthcare Partners

Describe what your company does in a single sentence.

Water Street Healthcare Partners is dedicated to investing in and building market-leading healthcare businesses.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Our relationship with Catchword began 10+ years when we engaged its team to develop a new name for one of our healthcare companies. It was an important initiative - especially in identifying a name that highlighted the company’s new position after completing a merger AND honored its history. 

Catchword did an outstanding job leading us through a clearly defined process that recognized this important balance. Catchword’s recommendations were creative, thoughtful and well-received. The management team and we were extremely pleased with Catchword’s team, project management, and results.

• We were so pleased with Catchword’s work on our first naming project, we have continued to engage its team in a series of initiatives over the past 10 years, including name development and, most recently, a full brand development project including positioning, naming, and visual identity development. 

Catchword delivered outstanding work on budget and within an accelerated timeline. While our relationship with Catchword began with a single company name development engagement, we’re thrilled that its team has expanded its services to include brand strategy and positioning and visual identity/logo development.

SOLUTION

How did you find Catchword?

Referral

Why did you select Catchword over others?

• Great culture fit
• Good value for cost
• Referred to me

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We have engaged Catchword numerous times over the years. In our most recent initiative, we engaged Catchword to develop positioning and a new name and identity for a global healthcare organization that we formed by combining two businesses—CXV Global and Panacea Technologies. 
Together, these businesses offer a powerful blend of expertise and capabilities in automation, process control and high-touch professional services that optimize operations for life sciences and other highly regulated industries. The initiative involved a discovery phase including stakeholder interviews and a market analysis of existing naming conventions, messaging and visual styles. Following discovery, Catchword created a set of brand pillars and several brand positioning concepts. 
We saw appeal and applicability in two of the concepts, so Catchword developed a refined positioning that blended our preferred concepts. The statements were very insightful, reflecting a clear and deep understanding of our newly combined company, and how to communicate its advantage in the market. Once we finalized the brand positioning, Catchword developed a brand story, essentially a narrative that conveyed the value the newly combined organization brings to the life sciences industry. 
We began the process of name development, and followed Catchword’s naming process, which includes the creation of a naming-specific project brief, multiple rounds of name development and review (its team creates literally thousands of names as part of this process), and Google, domain, and trademark prescreening. 
As always, Catchword did an outstanding job. We selected the name, Catalyx. Catchword then completed the visual design phase. You can view the name and identity here. Catchword’s team developed a brand style guide codifying all the elements of our brand, including visual elements (typography, color palette, etc.), brand pillars and positioning, brand story, and examples of brand applications for signage, cards, stationery, merchandise, etc.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

On every initiative in which we’ve engaged Catchword, the outcome has been outstanding. Whether we’re working with Catchword on a company name development project or a full brand development project including positioning and design, the results are strong. Feedback from our team at Water Street, along with executives at our companies is extremely positive regarding how Catchword’s work supports our business objectives.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Catchword’s project management is outstanding. Its team members essentially act as an extension of our marketing team. They have delivered their work on time (or early), on budget, and in an extremely professional and personable manner.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

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

I don’t think it’s one thing that makes Catchword’s team unique. Rather, I think it’s the totality of their experience, ideas, work style, creativity and knowledge along with the strong results they deliver to us and our companies on every initiative.

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

Not that I can identify

BACKGROUND

Please describe your company and position.

I am an executive of Vaco Holdings

Describe what your company does in a single sentence.

Founded in 2002, we are a professional services firm with almost 10,000 professionals in 20 countries providing a range of consulting, managed services, and talent solutions to clients in virtually all industries.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Develop a name and identity for our existing holding company with the purpose of facilitating the integration of the companies various brands
• Develop and promote a shared corporate culture to better unite offices and colleagues
• Provide more clarity for enterprise buyers on how our holding company solves clients most pressing needs

SOLUTION

How did you find Catchword?

Referral

Why did you select Catchword over others?

• High ratings
• Referred to me

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Both phases of the project—naming and design—included a discovery phase during which the Catchword team researched and gained a deep understanding of our business, including the various companies and services that will exist within the new holding company. Creative Briefs were developed and approved by our team prior to any naming and design work.

During the naming phase, we reviewed well over 100 name candidates developed by Catchword over the course of two name presentations (though well over 1000 names were developed for the project), each name supported by a short rationale. The Catchword team did an excellent job of helping us to appreciate each of the candidate names and see their potential as actual brand names.

They also conducted a variety of screens—trademark, domain, and social—to assess the availability of names as those assets. The design process followed a similar course—discovery, then presentations of work. As in the naming phase, the Catchword team did an excellent job of explaining their work, including the numerous logo and wordmark options. We were especially impressed by the quality and creativity of the ideas, and the number of options Catchword shared with us.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

We’re truly thrilled with where we landed with both the name and the design! While we’ve yet to introduce the new brand to the market, internal support has been fantastic. The name is evocative and strikes exactly the tone we were hoping for, and the design is really beautiful. The Catchword team really delivered on both fronts.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The Catchword team was great to work with. They’re smart, responsive, accommodating, fun, and extremely easy to get along and work with. As expected, work was always on time and the project moved forward very smoothly.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

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

It’s very hard to put my finger on just one thing, but I suppose I was especially impressed by the process itself. It reflected years of experience doing just this work, fine-tuning the steps, how to manage a client team, speak to the work, and guide us all to the right solutions. We always felt like we were in the best, most capable hands.

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

There were times during the design process when I felt a little unclear about what was in and out of scope, so perhaps the Catchword team could consider ways to improve that, but otherwise, no, they were great!

BACKGROUND

Please describe your company and position.

I am the Founder of Chord Marketing

Describe what your company does in a single sentence.

As a brand and marketing consultant I work with companies to sharpen their brand purpose and integrate it into brand, marketing, product, and sales strategies so they can work and grow more efficiently. I have engaged Catchword as both an independent brand and marketing consultant and as the Head of Marketing for a Fortune 100 company.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• I have engaged Catchword three times for both company and product naming assignments – including renaming an early-stage healthcare company, rebranding a $1B+ consulting firm, and naming a mobile healthcare app in partnership with three Fortune 50 brands.

SOLUTION

How did you find Catchword?

Online Search

Why did you select Catchword over others?

• High ratings
• Pricing fit our budget
• Great culture fit
• Good value for cost
• Company values aligned
• First-rate professional experience equal to the largest branding agencies

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

I engaged Catchword three times for both company and product naming assignments – including 

1. renaming an early-stage healthcare company – name and logo design; 
2. naming a mobile healthcare app in partnership with three Fortune 50 brands – product name and 
3. rebranding a $1B+ consulting firm – name, logo, and visual brand guidelines.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Initially client satisfaction, then proof that their name and design flowed into roll-out plans without downstream challenges for the execution teams. All assignments contributed to successful brand/product roll outs and business outcomes.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Always on time and as important always in communication upfront about what the process entails and what is required by both them and clients to stay on schedule. They made the effort to immerse themselves in the client’s brand purpose so that the naming options presented were both strategically sound and exciting. 

At all times, clients felt in charge such that the final solution selected felt like a natural fit for the company brand and culture. They also provided sound advice and the tactical legwork required to ensure the highest likelihood of passing trademarking requirements.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

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

I was impressed by their first-class capabilities equal to that of the largest firms with boutique-like client service leaving me and clients with the highest level of confidence. Catchword is my trusted brand and product naming partner.

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

No, honestly no.

BACKGROUND

Please describe your company and position.
I am the Senior Director, Veterinary Software Marketing of IDEXX

Describe what your company does in a single sentence.

We help pets lead fuller lives by giving veterinarians the tools, technology, and insights to see clearly and get the answers they need.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Support naming of a new software platform for pet parents
• Deliver a new brand/identity to support the product launch

SOLUTION

How did you find Catchword?

• Online Search
• Clutch Site

Why did you select Catchword over others?

• High ratings
• Pricing fit our budget
• Great culture fit
• Good value for cost
• Capabilities

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

The process started with discovery and immersion in our company and the product brand, which was crystallized in a creative brief to guide name development. They did interviews with stakeholders and met with our team to really understand who we are and how this platform will make a difference for owners, vets, and pets. They did two rounds of creative development for the name, checking in with us after each to zero in on what worked best. Then they did prescreening for name availability.
We narrowed down the candidates and had our legal team review. Once we selected the final name, we went back to Catchword for the logo design. They met with us to get a sense of our visual preferences and developed a creative brief. Then they delivered over 10 design concepts for us to respond to, and we narrowed it down and they made design refinements. Along with all the files for the design, they delivered a brand style guide that details specs and proper usage of the visual identity.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?
All our internal stakeholders are very happy with the name and design, and our team couldn’t be more satisfied with the process. In fact, we’ve already recommended Catchword to another group within our company and may engage them for further visual identity work. In the 3 years I've been at IDEXX, we have never had a smoother naming project.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The Catchword team kept us well informed of the process and project status throughout the engagement. They anticipated many of our questions and were quick to respond to any concerns. Every deliverable was received on or before the expected time. We felt very well taken care of.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

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

Catchword's folks were experts in both naming and design with decades of experience and a super-impressive portfolio, yet they still approach each project fresh, with tons of curiosity and enthusiasm for your business.
Business meetings are not usually something I look forward to, but Catchword work sessions and presentations were always fun. I’m looking forward to the next project! I told Mark that I just wish I had more things to name. Working with people who are both experts *and* fun is such a treat.

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

None that I can think of. They took care of everything.

BACKGROUND

Introduce your business and what you do there.

I’m the chief of staff for a nonprofit engineering association. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We have three nonprofit organizations with one CEO, and we were looking at the synergies between each nonprofit and figuring out how to position ourselves to create a consistent identity. We hired Catchword to help us with that positioning and all the branding elements that went along with it. 

SOLUTION

What was the scope of their involvement?

We had a kickoff meeting, and Catchword interviewed many internal and external stakeholders. We collaborated on our brand positioning statement, and they developed a new name, tagline, logo, and visual elements. They also created branding materials for our company. 

What is the team composition?

We worked with two primary points of contact, but a few others were working on the team. 

How did you come to work with Catchword?

We found them through a Google search and then read their reviews on Clutch. We put out an RFP and had about 10 companies respond; from there, we decided to move forward with Catchword because they had a modern approach, and we thought it would be a good fit. 

How much have you invested with them?

We spent a little more than $100,000. 

What is the status of this engagement?

We worked together between March 2022–February 2023. 

RESULTS & FEEDBACK

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

We were very happy with the quality of the work and everything they delivered to us. 

How did Catchword perform from a project management standpoint?

They stayed within deadlines and always stayed on task. Catchword was consistent in meetings and kept us updated. The team was responsive, and we primarily communicated via email. 

What did you find most impressive about them?

The service provider was tenacious and proactive in their approach. We loved the energy they brought to the engagement and their dedication to the project. Catchword had a positive attitude throughout the engagement that was infectious. They also did a great job learning about our organization to understand our needs. 

Are there any areas they could improve?

There was a bit of a misunderstanding about our name at the beginning of the engagement, but we were able to sort that out. 

Do you have any advice for potential customers?

Trust them because they have a great process; if you follow that, you’ll succeed. 

BACKGROUND

Please describe your company and position.

I am the VP, Head of Marketing

Describe what your company does in a single sentence.

Our company is a global financial technology firm, delivering advanced data, operations, and analytics platform utilized by some of the world’s most sophisticated asset managers and financial services organizations.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Create a product name that resonates with our target audience and captures the product's capabilities.

SOLUTION

How did you find Catchword?

Online Search

Why did you select Catchword over others?

• High ratings
• Pricing fit our budget
• Good value for cost

What was the size of Catchword’s team?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Catchword has been an invaluable partner in our efforts to name our product. Their team's expertise and dedication to the task at hand were evident from the very beginning. They created a comprehensive timeline and process, which served as a roadmap to achieving our naming goal. Throughout the naming creation process, Catchword provided us with valuable insights into the thought process behind each name. They helped us narrow down the list of options to 50 based on our preferences, while also conducting a linguistic and cultural screening to ensure that the names were suitable for our target audience.

What stood out most was the exceptional level of service we received from our representative, Mark Skoultchi. He was always available to answer any questions we had and went above and beyond to offer assistance outside of our agreed-upon scope of work. His dedication to ensuring our satisfaction was truly remarkable. Overall, Catchword has been an outstanding partner throughout the naming process. Their expertise, professionalism, and commitment have been invaluable.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• The number of viable options for the name. The support throughout the process. The assurance that the name is appropriately suited in our target market and global market.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Mark and his team were exceptional in their ability to assist us in achieving our timeline goal. Their agility and attentiveness were key factors in ensuring our project's success. We were impressed with their ability to respond quickly and effectively, providing us with the necessary support and guidance whenever we needed it. Their willingness to go above and beyond to help us achieve our objectives was greatly appreciated and contributed to the overall success of the project.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

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

The ease in working with them.

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

N/A

BACKGROUND

Please describe your company and position.

I am the Global Director of Marketing

Describe what your company does in a single sentence.

Olfactory and taste science used to improve the flavor and scent of foods, beverages, and chemicals.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Name our product development service platform
• Name our product recommendation engine

SOLUTION

How did you find Catchword?

Referral

Why did you select Catchword over others?

• High ratings
• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned

Describe the scope of work in detail. Please include a summary of key deliverables.

The company has a two-tiered B2B solution offering. One is a B2B service and the other is a software product designed for B2B2C deployment. We needed names for both, for product launch, PR, and product marketing. Key deliverables were names that underwent initial screenings prior to delivery (i.e. deliverables were ready for copyright attorney reviews).

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• In-depth company, industry, and competitive analysis to learn our business deeply
• Round 1 and Round 2 Reviews
• Shortlist selected based on Google and IP filing statuses

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Our leads were Mark and Maria and their teams and they were exceptional. I enjoyed this project immensely because not only were they a joy to work with, they were incredibly detailed, thoughtful, strong listeners, excellent note-takers, very organized, perceptive, attentive to critical details in our very niche market, and they could pivot direction after taking new information and client feedback into consideration.

They followed up our meetings with recap summaries and decks, confirmed next steps, and always delivered on time - often exceeding expectations with the number and quality of options presented. Their approach is so disciplined that I admired the process and credit it for helping me think through other key messaging opportunities as the company's marketing lead.

The Catchword team isn't one dimensional at all. They think with a marketing brain on a macro level and take everything into consideration - consumer experience, political environments, global name acceptability (if the product will be marketed globally, as was the case with ours), similarity to competitive product offerings, possible issues with perception or misunderstandings, etc.

It was fun because they presented a variety of naming options that ranged from compound words to those that played with alliteration, to some that were completely made up, to others that were quite direct/straightforward. They present possibilities if you don't know the direction that suits you best upfront. Always polite, responsive, professional, collaborative, and thoughtful partners, it was clear that they are branding experts.

On a more tailored, micro-level, they think about product experience, buyer vs. end-user perception (when these two differ, as was the case with our product), how the product would be used, how we wanted it to be perceived (value vs. differentiated, etc.), what we wanted to communicate (i.e. value props), and the deep dive they did into our company's very complicated technology meant that they incorporated technical and scientific terminology just as easily as some of the more imaginative names available to us.

Each review of concepts led with reflective explanatory summaries of why suggested names were deemed suitable for presentation. Maria and Mark are excellent communicators and capable project leaders who I felt confident working with. They are consultative partners that helped us consider options we wouldn't have thought of on our own and we were inspired as an organization by the naming solutions we chose in the end.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

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

The depth of understanding our company/technology/industry/competitors/goals, desired outcomes for our consumers, product attributes, and long term objectives for the growth of these products. We considered whether they would standalone or lend themselves to inclusion in a portfolio (where naming extensions might be necessary).

The team's thoughtfulness, clever solutions, sense of humor, and the easy conversational style made working with them a breeze. I highly recommend Catchword to companies seeking brand and product naming support.

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

I can't think of anything. The conversations were far more effective when discussed live (vs. simply reading them in a deck), so we always had vibrant conversations, the follow-up was solid, the timelines were consistently met, and we were always in the loop on where we were in the process. The team's process is straightforward and well-executed.

BACKGROUND

Please describe your company and your position there.

I’m the Chief Sales and Marketing Officer for a publisher of children’s educational books and toys.

OPPORTUNITY / CHALLENGE

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

We were undertaking a rebrand of our largest division, in which we required a new positioning, name, and visual identity system–and all needed to be completed within about six months!

SOLUTION

How did you select this vendor?

We interviewed a small selection of agencies and, ultimately, selected Catchword because of the thoughtful, thorough, and strategic approach they took to formulating a plan for our project. We felt confident in their process and that they understood our needs and how to address them. In addition, they were super friendly, and relatable, and we knew we’d get along well with them.

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

As indicated above, Catchword conducted a complete rebranding program for our company. As such, the scope was comprehensive and included brand strategy/positioning, name development, and design. There were multiple phases and numerous steps, but to summarize, the process began with an exhaustive discovery phase that involved a materials review, approximately 30 stakeholder interviews, and an audit of our competitors, including their websites, brand messages, name styles, and design attributes.

Discovery lead to the creation of a set of brand pillars, messaging territories, and positioning options. Of course, there were presentations of work, refinements to the work, and ultimately a decision on a new positioning and brand story, which really captured the essence of our organization’s purpose and which served as a basis for the rest of Catchword’s work—specifically, naming and design.

The naming and design processes were similar in that they involved the establishment of a set of parameters for creative development and the creation of an enormous number of potential name and design solutions—close to 100 names and, ultimately, 20 design options. We ultimately landed on a name and design that we absolutely love and resonated immediately with our audiences.

Once the name and design were in place, Catchword codified it all in a style guide, which really doubles as the keys to our brand. It detailed everything from the derivation of our new name to our positioning (and accompanying elements) to logo usage, color palette, typography, and even some brand applications. It was really beautifully designed and well laid out, and we’re thrilled with that final deliverable.

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

We mostly worked with three project directors and brand strategists—i.e., the folks we saw on a regular basis—though we know a team of creatives and other personnel were working behind the scenes on both the naming and design.

RESULTS & FEEDBACK

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

Catchword was awesome! They were collaborative, personable, and experts and their creative deliverables were all outstanding. We’re thrilled to say we have an incredibly distinctive and memorable brand that reflects the heart of our mission and has been enthusiastically received by all of our stakeholders. Couldn’t ask for more!

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

From the beginning, Catchword made sure we understood the process and all of the many steps. At every meeting and presentation, we were walked through what to expect next and when. And, on a day to basis, they were incredibly responsive, rarely taking more than a few hours to reply to email and get back to us if we had a question. We always felt confident that the process was moving forward smoothly and that Catchword was on top of things.

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

Two things really stand out for me. First is the way they immersed themselves in and became passionate advocates for our business. From their upfront research and thoughtful (and thought-provoking!) interviews to their strategy recommendations and creative names and designs, they demonstrated tremendous experience and expertise.

Second, they’re just downright lovely people. We always looked forward to our meetings with them. It was like working with good friends, and that sort of rapport is nothing something easy to come by in relationships with agency partners.

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

At this point, I’d be splitting hairs if I offered ideas for ways to do things differently. I really think their process is well-honed and guides clients in a way that is informative, collaborative, and fun, and I know they’re so adaptable that they flex it for every unique client type.