Please describe the scope of their work.
We began the initial messaging platform overhaul ourselves, since it’s tied quite closely to our platform capabilities, and that’s something that’s hard for anyone other than an employee to deeply understand. So, we made an initial pass at that ourselves. Then we engaged East Coast Catalyst to challenge some of the points, and to help translate those into more easily digestible public messages. Often when internal teams do this kind of work, it tends to be pretty self-centered. So they brought an outside, fresh perspective to the language, and positioning, and the way that we were telling the story.
Then, they facilitated the process by which we looked at how that message platform aligned with the current branding. The degree of disconnect then led to the decision to change the creative strategy, and ultimately some of the core branding elements in the platform. So, they began engaging with us halfway through the messaging process, and then through creative strategy and creative execution. The big pieces that they provided were logo redesign, website overhaul, online and offline creative asset design and development, and conversion optimization.
What was your process for selecting East Coast Catalyst with which to work?
I have done some work with them before and I had a good experience. I gave them an opportunity for this project because of that previous experience. What I like about them over the other people that we had considered was that they seemed to have a real compassion for the challenges we had. They had a willingness to be open and listen to what we were saying, to want to spend time and interview people throughout the team and company to truly understand our challenges and what we were trying to do in the target audience, more so than other creative and digital teams that often seem to come with some preconceived notions and be a little strong-willed about that.
They were open, and flexible, and had worked with us to adapt designs and strategies based on the feedback from me, and from people on the executive team, and people in the sales organization. So, it was their work style, their demeanor, a really good cultural fit with the team here, and their ability to produce really good creative work at fair rates.
How long did the work take?
The majority of the initial project, from the creative strategy to website redesign, was done in a six- to nine-month period of time. With this kind of project, there’s a lot of follow-up work that happens, so we’re continuing to do that. We have been working with them for almost two years now. Soon, we’re going to be pushing forward another home page refresh. So, they continue to be a close partner of ours.