What was the scope of their involvement?
First, DarkHoney provided me with a brand philosophy based on the data they collected from me. (They collected a brief about our goals, customers, and more. I filled out a questionnaire with them step by step.)
Then, they started to create some mood boards for the philosophy. After that, they created a concept for my logo, providing me with three options.
They sent me a 12-page PDF file about the philosophy, the mood boards, the rationale for the mood boards, and how this transferred to the logo.
Then, the biggest step: We started to create the brand guidelines or corporate identity manual. We talked about brand communication (e.g. how to use the logo on social media). After that, we talked about the brand voice and the tone.
Through Skype, they taught me and my team how to talk to my customer about my brand. We talked about what the customer would actually feel when they saw our logo or received our services. It’s not about what you’re telling the customer, it’s about what the customer is feeling about your brand.
They also provided consulting services. For example, they revised our creative project videos, telling me which ones were good or bad for my brand. They also offered advice about when to launch my portfolio items based on my customers’ perception of my brand.
What is the team composition?
I work with a team from multiple international agencies—a team from Macedonia and a team from Jordan. There was a team creating the initial concepts, and a team doing the final illustrations. A specific person worked on the creative brief.
How did you come to work with DarkHoney?
I started my company in May of 2017 and started initial negotiations about the brand with multiple agencies. I’d met Hamza (Founder and CEO, DarkHoney OÜ), and I’d seen their work for clients in Qatar. I was impressed by their work and how they understand everything about cultures and brands. So, I started to communicate with DarkHoney about my brand.
How much have you invested with them?
I’ve invested between $10,000–$25,000 with them.
What is the status of this engagement?
I started working with DarkHoney in July or August of 2017. Finally, I assigned the task to DarkHoney. We finished the work in December 2018, but I still ask them for advice.