What was the scope of their involvement?
R1: Constructive helped us in many ways. They held surveys and workshops, followed by extensive meetings, to articulate what everybody was saying. In the workshops, we addressed each and every audience and came up with a cohesive plan, message, and story for our rebranding.
Constructive also worked with our leadership to articulate our most important priorities and secondary issues—a very complicated process because we had a lot of stakeholders. Constructive stayed true to what they needed to do and helped us navigate all the different variables that came up. It was a very arduous process, made much simpler because of Constructive.
R2: I came into this process after the website had been designed. I was hired to be the day-to-day manager. I was struck by how well the rebrand was reflected in the design of the website. We were trying to speak in a unified voice across multiple practices and siloed departments, and to keep those multiple audiences in mind. I really appreciated the thought that went into designing a site that reflected those goals.
R1: As an example, civil is just one of four practices we have here. We have civil, criminal, juvenile rights, and a pro bono practice. In civil alone, there are 23 different units.
Constructive came up with our style guide, redid the logo, made a lot of templates for different assets, and design pieces throughout the building, including signage for the walls. They made templates for our PowerPoint presentations and designs for the fountain pens we give out at meetings. They also do our annual report. Our tagline was already in place, but the mission statement was slightly changed. It was tweaked to be more reflective of a unified voice.
What is the team composition?
R1: There were 8–10 people involved in total. Some of the staffing changed across the rebrand, website design, and annual reporting design. Matt (Founder and Executive Director, Constructive) has always been my main contact. He’s not always the point person for each of the projects, but at the end of the day, if I had a problem or needed to clarify something, Matt was my point person. We also had a project manager who changed during the process.
R2: In my day-to-day interactions managing the site, Johanna (Senior Project Manager, Constructive) has been the primary contact, although we have worked with other people on the team for specific things. Lily (Senior Project Manager, Constructive) was our project manager for the annual report. We have another contact for getting our Google Ad Grants optimized. I believe he’s a Google Ads consultant.
How did you come to work with Constructive?
R1: I initially heard about Constructive at a rebranding conference, and was struck by the fact that they dealt with not-for-profits, and that they understood the importance of a brand. I come from a commercial, for-profit background, and rebranding and marketing are very much in my wheelhouse. Because I had that background, I was tasked with finding three companies that our leadership could meet with and make the decision.
The initial decisionmakers ended up not being the people who worked on the project. I was just the one that found the three, but I certainly had sway at the time. All three were very different, and leadership decided to go with Constructive.
How much have you invested with them?
R1: It’s approaching $500,000.
What is the status of this engagement?
R1: We started working with Constructive in 2017.