Catchword

BACKGROUND

Introduce your business and what you do there.

RIM [Research in Motion] had developed its BlackBerry product portfolio to include both business-oriented products with alphanumeric names (e.g., BlackBerry 7100) and consumer-oriented products that used sub-brands (e.g., Blackberry Bold). But sub-brands were expensive to develop, began diluting the master brand and were difficult to clear legally. As new product development intensified, it was decided to overhaul the naming architecture for consumer products to find a new system that would accommodate product expansion and innovation – include new product categories, such as tablets.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We brought Catchword in to help us rethink and reorganize our product portfolio. RIM had reached a point at which we were running out of appropriate and available names for mobile phones; additionally, we had a number of technology offerings that needed names and an over-engineered way to show how the products were related. As with most large enterprises, it was difficult for us to envision a new way of product organization, and we hoped Catchword would present us with bold and unexpected options. We were also looking for an agency that would help us reach internal consensus on this controversial project.

SOLUTION

What was the scope of their involvement?

Catchword worked closely with our brand strategy team for the duration of the project. They began with a deep immersion phase, learning about the current and proposed product portfolio, as well conducting many interviews, both in person in our Waterloo office and via telephone. Catchword also did a tremendous amount of competitive research, within the mobile phone industry and of best practices in the consumer products category, with a focus on alphanumeric systems. They presented a number of alternative architectures and guided our team to a final decision. Catchword excels at understanding and distilling complex technical concepts into simple, meaningful branding recommendations.

RESULTS & FEEDBACK

How did Catchword perform from a project management standpoint?

Catchword was efficient and forward-looking in their project management, making sure to accommodate schedules and potential bumps in the road. They were also quite nimble and were able to keep the project moving forward when unforeseen issues cropped up. They provided clear communication and were always available to us by phone or email.

What did you find most impressive about Catchword?

Their overall approachability and eagerness to work, even in situations of the most pressing deadlines. This project took many twists and turns, and Catchword was able to keep up with the changes at every stage. They were great at incorporating our feedback into their work and working to present their recommendations in a way that made the most sense to our execs.

Catchword also has the ability to ask the correct questions to pull out the information necessary to assist with architecture planning. They did not shy away from examining thorny issues and asking the tough questions – as an objective third party, they were able to provide a voice and perspective that just isn’t possible from within the organization.

BACKGROUND

Introduce your business and what you do there.

Established in 2014, Jeni Rogers Consulting provides archetypally-driven brand and leadership programs that empower clients to create thriving communities and businesses.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

A major gaming company was looking to launch a new platform to compete with existing category leaders. To gain market share, the client required a positioning strategy and brand name that would resonate with audiences across several international markets. Because the new platform would serve gamers in several countries, it was critical that names would not have negative connotations in any of the planned and potential markets.

SOLUTION

What was the scope of their involvement?

As a naming agency, Catchword does not develop brand positioning. In this case, the client did not have a brand positioning, so I was brought in by Catchword to develop the brand positioning. The process I used to develop the brand positioning involved analysis of the client's goals for launching the new gaming platform relative to the competitive situation, development of the target audience profile, identification of the positioning opportunity, and development of a differentiated role and promise for the new gaming platform.

As a partner, Catchword led the initiative and was fully engaged during the brand positioning phase. Catchword provided a seamless experience for JRC and the client, managing the project deftly every step of the way. As the project transitioned to name development, Catchword’s creative team embraced the positioning strategy and transformed it into messaging that conveyed the essence of the brand. The robust collection of names presented to the client delivered on the strategic objectives and the client’s preferences. To ensure the names would appeal cross-culturally, Catchword conducted linguistics screening on a curated set of names and provided a report with recommendations for the client’s consideration.

RESULTS & FEEDBACK

How did Catchword perform from a project management standpoint?

Catchword provides excellent project management. They develop clear timelines, usher the project efficiently and effectively, provide clear and responsive communication, and keep the team on deadline and on budget.

What did you find most impressive about Catchword?

JRC was struck by Catchword’s skillful project management and creative expertise. The talented creative team masterfully translated the brand positioning into a range of linguistically vetted names that would appeal to the brand’s international audiences.

Catchword delivers stand-out names by virtue of its talented team and its method, which balances rigor and creativity.

Are there any areas Catchword could improve?

The client was happy with the quality of service and the work delivered, and went on to hire Catchword for additional projects. My experience partnering with them was smooth and there's nothing that I wished went differently.

BACKGROUND

Introduce your business and what you do there.

I am the founder and CEO of a startup company in the environmental and clean energy space. I have many years of experience in this field as a leader and executive. We are building a platform for a range of sustainable products and services that will improve lives and save the earth. We are located in the Bay Area, with the US as our initial target market. Our goal is to go global, based on market assessments.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We needed to convey the vision of our company. Our goal was to bring good products and services to people who are looking but don't know how to find them or how to determine which are effective and which aren't. Our strategy for building a broad market demand is through consumer education. Aside from emphasizing the huge potential for the marketplace, we wanted to highlight the resultant benefits to the earth's environment.

SOLUTION

What was the scope of their involvement?

We went through a multi-step process with Catchword. The first step was to understand our startup business, which involved a discussion about our ideas, market, and goals. Catchword got a sense of our aesthetic and how we approach the world. We’re trying to understand how we would like to portray ourselves in the environmental services and sustainability space—what words to use and how to describe what we do. Catchword also showed us effective ways to communicate, in contrast to methods that are not effective. Along with that, we looked at the marketplace, competitors, and businesses that we think do a great job. Essentially, Catchword got inside our heads as much as possible, trying to get a sense of what we’re looking at, what we’re thinking about, and what we want to try to convey when positioning our company and brand.

I wanted them to have a fairly limited and focused scope, not a wide-ranging, open-ended contract. They were very good about understanding our restrictions at the beginning phase. They knew what we wanted—a name, but also something that would convey what we were looking for. There was a series of discussions, including the iterative process of exploration of what we were about. We came back and reflected on engagement questions with a subsequent number of people, including some folks who we were working with.

It was at that point where they came up with a list of evocative names from things we had said we felt either strongly about, things about our vision, or even how we looked at the world. From that list, we had a discussion with them and reviewed it with our team. Catchword then shortlisted another round with their recommendations. From that shorter list, they made sure to check for usability—if somebody already trademarked it or not, which is a big deal with a name. We had a shortlist of their recommendations but also their reasoning why, giving some examples of how it could feel within the visuals with the website so that we could test out the name in that context. Coming out of that, we did an add-on where I asked if they could do a trademark and URL search. They offered to do that. In fact, they did that as part of the package without even adding it on.

How did you come to work with Catchword?

I had experience with other branding firms but had a very good impression of Catchword because of work they had done for my wife's firm—a non-profit in an unrelated field. That’s why I reached out to them.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

We don’t have any metrics since we’re still pre-launch. Qualitatively, it’s been my ability to land talent, talk to potential investors, and do market research with our potential customers and clients. In my opinion—and I’ve done a lot of this stuff in different markets—it’s much easier with the name we have now. People get it. There’s something about it—an intuitive understanding with the name and discussing what we’re about. People understand it in a much deeper way. It’s very tangible from my perspective as both CEO and somebody who’s going and selling the idea 24/7.

The results were great. They took us through a discovery process and offered a range of really great names with the underlying rationale for the alternatives. They were very easy to work with and really understood our vision and value proposition. They delivered on time and on budget without any hitches. It was a very enjoyable process from our perspective and left me even more impressed than when we started.

How did Catchword perform from a project management standpoint?

They were very responsive and timely in whatever ways I wanted to communicate, either through phone or email. They really listened to questions. They were very professional and solicitous. The structure worked really well. It allowed us to really do a lot of ideating, which I think helped the whole process. It was frankly a sure process, given what I expected.

What did you find most impressive about Catchword?

I felt very comfortable with their understanding of what we’re trying to do. They were mature and professional but also very open—I would even say warm. I felt that made the difference. I feel something like a name is so personal, even if you think the biggest brands are ubiquitous and impersonal. You have to be like a trainer for an athlete who really understands the athlete and able to draw things out of that person. There has to be an emotional intelligence, which I feel they really have. They’re right up there with the best firms.

BACKGROUND

Established in 2006, SEMGeeks is a full service digital marketing agency based in Belmar, NJ. In addition to our digital marketing service offerings of search engine optimization (SEO), paid search advertising (PPC), email automation and social media marketing, we have very talented in-house web design and development teams. Our hands-on approach in our integrated strategy is our secret ingredient to helping our clients see substantial improvements in their digital performance.

I am the founder and CEO of SEMGeeks. I manage and oversee agency strategy for marketing, development and design.

OPPORTUNITY / CHALLENGE

A mutual client of ours was faced with the daunting task of completely re-branding their company. Anyone who has rebranded a company can relate to the heavy feeling of potential loss of a positively built reputation hanging overhead throughout the process. Our client was in great hands with our web design and development teams, but we knew that we had to enlist the experts in brand-naming in order to keep the client competitive within the DCIM software space.

We engaged with Catchword to tackle this challenge and they excelled in this task just as we were confident they would.

SOLUTION

Catchword’s whole process was amazing to watch. They took the time to fully understand and learn about the the business and the message we were trying to portray for the client. Their creative team members presented numerous naming options to our client that were individually unique and captivating. Each option provided had its own explanation and it was evident that each were chosen through thorough study across multiple criteria. This group of branding experts exceeded the expectations of both my company and our client, making us proud to have selected them to work with. The naming of the client’s rebranded company was completely managed by the team at Catchword and their excellent name made it that much easier for our in-house web design team to create the newly branded site. The overall project duration was about 60 days.

RESULTS & FEEDBACK

Catchword blew us away. We are so glad that we engaged them to work with us on one of the more extensive rebranding projects we’ve had to date. The team is unbelievably creative and smart. All of the naming options were strategically thought out and had multiple value points for each. Response to the new name of this client was exceptional, both internally and from the public. The client's brand has grown exponentially since the rebranding process and we owe some of the credit to the Catchword team. What impressed us the most was the complete interest that they took in the client's business. The team made sure that they fully understood not only the wants and needs of the client, but the industry as well. That and the amount of creativity within one company. This team of branders completely exceeded our expectations.

BACKGROUND

Established in 1985 and based in Somerset, New Jersey, Raritan is a leader in data center power management, KVM switches [Keyboard/Video/Mouse] and serial solutions. In addition to our hardware solutions, our company offers category leading Data Center Infrastructure Management software solutions, or DCIM software. In general, the customers for our software solutions include IT managers, facilities managers, and operations managers.

During the time of our engagement with Catchword, I was Senior Vice President of Marketing and General Manager of DCIM Software at Raritan.

OPPORTUNITY / CHALLENGE

Before we engaged Catchword, we had concluded that the most competitive companies in the DCIM space will be those with a dedicated DCIM software focus, and so we decided we needed to spin off and brand our DCIM software business, rather than leverage the Raritan company name. After vetting 3 vendors, we turned to Catchword to help name the new spun-off DCIM business as they met both our timelines and budget.

SOLUTION

Catchword took us through a rigorous naming process during which we thoroughly educated their team on our complex business and together defined parameters for naming the new company. They delivered an extensive number of truly unique and compelling names that had been vetted for preliminary trademark issues, and supported their work with terrific rationale and thinking. All the work they delivered was presented in an appealing graphical context that exceeded our expectations.

The parameters we set for naming the new company were extensive, but the most important were the following:

• A DCIM software implementation can take a year or more, during which time our software specialists must provide ongoing, onsite customer training and collaboration. We’re not merely selling software, we’re selling a solution, our personnel, and our expertise. Therefore, it was important that the new DCIM company name not sound overly techy, and instead communicate a warmer, more personable tonality.
• Our DCIM solutions provide a range of benefits, but one of the most important is visibility into rich, accurate data insights. It’s the added awareness and view into all aspects of a data center that distinguish our solutions from homegrown or competitive DCIM solutions, and truly benefit our customers.
• Even though the DCIM market is still relatively young, it’s a very competitive market, and it was important that our new name be very unique from other DCIM solution providers. We felt strongly that the name needed to be very memorable and different from all the very tech-forward names in our space.
• Lastly, we were hopeful that we might land on a name that lent itself to a really striking visual identity, which we believe is an important brand component and would further help our company stand out among competitive names such as CA Technologies, Panduit, Nlyte, Romonet, and others that possess no visual cues and deliver no visual associations.

RESULTS & FEEDBACK

From start to finish, Catchword exceeded our expectations. Not only were their name recommendations creative, clever, and compelling, the Catchword team was strategic and smart, both in the business of naming and branding. They’re not just copywriters, they’re seasoned business and branding professionals, and they understand that a company name is not merely a word but a critical business asset. They did a great job of mapping our needs and naming objectives for the work they delivered.

The name we chose and adopted, Sunbird, is a perfect solution for our company. Not only does it speak remarkably well to the concept of a view of things (sun suggesting illumination, bird suggesting a broad, bird’s eye view of the data center), it is highly personable sounding and a great fit for our customer-oriented positioning. In addition, it immediately stands out in the DCIM space as a unique brand name, and it provided a fantastic platform for our web and visual design agency. We absolutely love the name, and the response both internally and among customers has been uniformly positive since we launched the brand.

BACKGROUND

Introduce your business and what you do there.

I serve as the president and chief executive officer of the newly merged Washington Humane Society - Washington Animal Rescue League [WHS-WARL].

Originally formed by an Act of Congress in 1870, WHS-WARL provides animal adoption, rescue, rehabilitation, veterinary and community outreach and education services to people and animals of the Metropolitan Washington, D.C., region. Each year we serve approximately 60,000 animals. Our programs include animal rescue, sheltering, and adoption; humane law enforcement and animal control; wildlife rescue and release; a veterinary hospital and low cost spay and neuter services; educational and outreach programs; animal behavior classes and consultations; and a variety of other programs and services that promote and protect animals and the human-animal bond.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We engaged Catchword to develop a new name for our combined organization. Our challenge is that we merged two well-known and widely respected Washington, D.C., not-for-profits, each with a century old legacy. We are trying to create a unified brand that allows us to integrate all of our programs and services, and broaden our reach to become a super-regional organization.

We intend, through this brand definition, to become the region's premier animal organization. We are entering a major capital campaign to build an animal adoption and education center on the outskirts of Capitol Hill on the Anacostia River, and need to significantly broaden our customer and supporter base in order to raise the necessary funds successfully and sustain our programs and services.

SOLUTION

What was the scope of their involvement?

We engaged Catchword to help us develop a new name. Our project was launched in December 2015 and we worked closely with Catchword through May 2016. Through consumer research, competitive analysis, and a great deal of focused work with our board of directors and leadership team, Catchword helped us to develop a name that was unanimously approved by the executive committee of our board of directors.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

It's difficult to give you specific stats or metrics related to a naming project. However, I can say that everyone is very happy with the brand created by Catchword, and it has received tremendous buy-in from the entire organization.

What did you find most impressive about Catchword?

Catchword was outstanding – smart, professional, engaging, and with tremendous expertise. Their service to us throughout the process was truly phenomenal. They provided us with the requested deliverable within the scheduled time frame. It was a pleasure to work with them.

Are there any areas Catchword could improve?

I can't think of any criticisms, constructive or otherwise.

BACKGROUND

Introduce your business and what you do there.

We are a biotech business that is pioneering the design, development, and manufacturing of sustainable insect-based production systems to make local animal feed ingredients from organic waste. In simpler terms, we use the black soldier fly to transform food waste into animal feed. I'm the founder and Chief Technology Officer.

OPPORTUNITY / CHALLENGE

What is the challenge you were facing when you approached Catchword?

For years, we had been going by the name Prota Culture. As we interacted with investors and potential customers, we were continually receiving feedback that there was a disconnect between the name and the mission of the company. People just didn’t get what the name was referring to, and that made it impossible for them to form an emotional connection with us.

SOLUTION

What was the scope of their involvement?

We engaged Catchword to provide us with a master list of 500 names with Catchword’s 100 preferred names highlighted. Although Catchword offers a more comprehensive process that includes multiple rounds of creative and preliminary trademark screening, Catchword thankfully agreed to an abbreviated process to meet our budget and timing needs. Knowing that most of Catchword’s clients are Fortune 500 companies, I was really grateful and excited to work with them.

How did you come to work with Catchword?

We had been trying to come up with a new name for months to no avail. Ultimately, Catchword was recommended to me by one of my largest investors. We had an in-person conversation that left me impressed with their level of professionalism and extensive knowledge of naming. They also seemed like really nice individuals that would be a pleasure to work with.

What were you looking for in a new name?

There were two important, yet very different, target audiences for the name: sustainable farms and investors. So the final name would have to appeal to relatively small farmers while also appealing to potential financiers – two very disparate groups. Through our customer research, we knew that we needed to avoid the word “fly” because there was a significant “ick” factor that people couldn’t overcome. We wanted to avoid technical names like Prota Culture, and move towards aspirational ideas like nourishment and transformation. We also needed a name that would be flexible enough to grow with us over time.

What was Catchword's process for the naming project?

As I mentioned, Catchword created an abbreviated process to make it more affordable for us. The project started out with a briefing meeting where we discussed the desired messaging, tone, and style for the new company name.  A few days later, they sent us a creative brief that outlined the key messaging and naming parameters discussed during the briefing meeting. From there, Catchword went into extensive name development. They ultimately over delivered with a master list of over 1,200 names!

What was the timeline of this project?

It was approximately two months from start to finish.

RESULTS & FEEDBACK

How did Catchword perform from a project management standpoint?

The list of names that Catchword delivered exceeded our expectations in so many ways. First of all, they went so far above and beyond the scope of work – it showed a genuine desire to thoroughly explore all name options regardless of how many names it took. The breadth of names was super impressive – there were real word names, coined names, compound word names. They employed a variety of techniques such as word play, synonyms, metaphors, creative spelling, and combining different roots and words. The common thread was that most of the names evoked connection or curiosity about our company. The naming messages included themes like sustainability, kindness, and a whole host of other messages. The bonus was that most names tapped even more than one message.

I was also really appreciative of the organized format they used to send me the names. All 117 preferred names were separated into messaging buckets which made the list so much easier to digest. If we liked a name and wanted to see slight variations of it, we could just turn to the full master list and there they were!

What did you find most impressive about Catchword?

In my opinion, the thoroughness of their process gave me great peace of mind. Catchword came up with names that were far beyond the obvious while remaining intuitive. The messaging buckets helped us identify the themes that would work best for our name. From there, we had some instant favorites and others that we appreciated more as time went on. Catchword continued to partner with us and counsel us until we chose FEEDback Farms as our final name. I knew that I would never second guess the name because they had so thoroughly explored every other name option.

Are there any areas Catchword could improve?

Honestly, it was such a positive process, and Catchword has been in business for so long that it feels like they have perfected the experience at this point. I can’t think of anything I would change.

BACKGROUND

Please describe your organization.

We are a health care firm that acts as the parent company for a number of other businesses.

What is your position?

I'm VP of communications, responsible for all corporate communications strategy.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Catchword?

As part of a new business strategy, we determined that we needed to rename one of the companies in our portfolio to reflect its future focus better. The challenge was that we had differing opinions on the direction the name should take. Some thought it should be focused on the customer, others on the future opportunity, and still others on the end-consumer.

How did you come to partner with Catchword?

After evaluating a number of service providers who specialize in corporate naming, we selected Catchword as our partner. Our team was impressed with their expertise, attention to detail and flexibility in developing a customized solution that met our budgetary requirements. They were excellent listeners, and extremely quick to respond to our questions and requests. Once we said we wanted to move forward, Catchword hit the ground running.

SOLUTION

Could you provide a sense of the size of this initiative in financial terms?

The cost of the project was between $10,000 and $25,000.

What is the status of this engagement?

The project wrapped up June 15, 2015.

RESULTS & FEEDBACK

What were the results of the project?

Catchword delivered. Their team did an outstanding job of quickly learning our business, understanding our unique needs and challenges, and developing a list of names that hit the mark. Most importantly, Catchword did an outstanding job of leading our team through the naming process, and helping us to navigate through different opinions to arrive at a successful consensus. 

What distinguishes Catchword from other providers?

What distinguishes Catchword is their ability to listen, take a wide range of opinions and feelings on a subject, and somehow synthesize that into a solution that everyone can buy into.

In hindsight, are there areas in which they could improve, or things you might do differently?

I don't have anything negative to say about the experience. We plan to work with Catchword again in the future.

BACKGROUND

Please give a brief description of your company.

We are one of the world's leading innovators in materials science. We specialize in producing advanced glass materials and have manufactured products that have revolutionized industries as diverse consumer electronics and drug manufacturing

What is your role at the company?

I serve as the global director of corporate marketing and branding.

OPPORTUNITY / CHALLENGE

What was the business challenge that you were trying to address when you approached Catchword?

The challenge was to name a suite of new B2B [business-to-business] and a few select B2C [business-to-consumer] product offerings. In addition, we were looking for a partner who could help us create a strategic naming platform and process that could be implemented throughout our company.

What was the scope of the project, and can you describe the specific services provided by Catchword?

Catchword helped us formalize a unified naming strategy, build out a process for developing names, create decision tools for choosing the appropriate name, and outline name development guidelines for us.

Catchword also helped in the naming of a few specific products that had a relatively more pressing timeline.

SOLUTION

What was your process for selecting ­­ Catchword?

We found them through our agency of record. They brought Catchword in to work on several projects as a third-party consultant. We were very pleased with their work, and ultimately formed a direct relationship with them. They have been our naming partner for several years now. They are leaders in the field of naming, have a great deal of experience, and have delivered strong, consistent results for us.

Can you give a sense of the size of the initiative?

I would prefer not to disclose financials.

What was the timeline of these projects?

The larger project, the development of the corporate naming strategy, took about six months from beginning to end. Individual naming projects can take anywhere from two to eight weeks, depending on the type of name that is needed. Catchword has proven to be very efficient and responsive and has met several urgent deadlines for us.

RESULTS & FEEDBACK

Do you have any statistics or metrics on the project?

The quality of their work has been excellent. Naming is a very subjective process, and they've delivered tools, logic, and straightforward rationale for different processes that have been very successful within our company. Their ability to gain business unit "buy-in" for the overall strategy and process was a great success, considering that we did not have structure in place before with regard to naming. 

Is there anything unique or special about Catchword that really makes them stand out?

The Catchword team members that I have worked with are truly experts in the field of naming and have a passion for linguistics, naming, and marketing that is evidenced by every interaction I have with them. While they are extremely creative, they are grounded in reality and have a solid understanding of trademark law. They truly love what they do. They are very talented, and I personally have learned a great deal from them during the last several years.

Looking back on the project, do you have any constructive criticism? Is there any area that they could improve or you would do differently?

They have been a valued partner, and I have none to offer.

BACKGROUND

Please provide a description of your company. 

We're a staffing services company providing contract and direct hire recruiting services in information technology, creative media, accounting, finance, and business services.

What is your role at the company?

I'm the President and CEO.

OPPORTUNITY / CHALLENGE

What was the business challenge that you were trying to address when you approached Catchword?

We've been in business since 1988 for more than 25 years and, in that time, our brand has changed very little. We wanted to rename our business, and create an accompanying new brand that would help set us apart from our competitors. 

What was the scope of the project, and can you describe the specific services provided by Catchword?

Catchword essentially oversaw the entire renaming process. Our project lead was one of their partners, Mark Skoultchi. He handled everything for us.

SOLUTION

What was your process for selecting Catchword with which to work?

The process began a while back when we initially tried to rebrand using our original name. This process didn't go very well, so we decided we had to rename the company so we could have a fresh start. We found Catchword through some different Google searches, and felt very comfortable with them as people, and with their past work. They have a New York office that is reasonably close to us, which was also a factor in our decision.

Can you give us a general estimate of the size of the project in dollar terms or personnel work hours?

It was in the $10,000 to $50,000 range. 

When did the project begin, and when was it completed?

I think it was about three months from start to finish.

RESULTS & FEEDBACK

How did they perform in terms of the quality of their work? Are there any relevant statistics or metrics you can share?

The quality of their work is phenomenal. In particular, I was impressed with how comprehensive it was. They really took the time to get to know the business, and that laid the foundation for a strong successful engagement. The initial proposal had more than a hundred names that we worked from to hone in on the right one. At the end of the day, we felt like we left no stone unturned, and I'm satisfied with that.

When working with them, was there anything unique or special about them compared to other partners with which you may have worked?

What stood out the most from the project was the experience working with Mark. He's a veteran of the industry, and the amount of time we got to spend with him was really helpful for our thinking not just about our name, but our overall brand strategy as well.

Looking back on the project, do you have any constructive criticism? Is there any area that they could improve or you would do differently?

Not at all. I'm hoping to bring them on to assist me with some of the visual aspects of our brand at some point in the future.