Can you share any outcomes from the project that demonstrate progress or success?
Having activated our brand platform across the company, we’ve received positive feedback from employees, analysts, customers, and the press. Emotive Brand’s work instilled a sense of confidence in our leadership team because they can clearly see how it fits our corporate strategy and plans.
The positioning itself completely aligns with our vision, and we’ve used it to create our brand book, messaging handbook, several storytelling initiatives, other campaign strategies, sales decks, training materials, and other creative marketing collateral.
How effective was the workflow between your team and theirs?
Our dedicated project manager worked hard to keep our project on schedule. Communication was consistent but not intrusive. In terms of scheduling, we often underestimated the time the creative team needed, so any additional discussion sessions happened behind the scenes.
With her strategic experience, Tracy avoided project delays, anticipating when we needed to pivot away from our original plans or standard operating models. We did have to run through more cycles for the creative deliverables than I initially expected. Because of that, final products were frequently submitted after the established deadlines.
What did you find most impressive about this company?
Tracy's strategic thinking is highly advanced. The team listens to one another, develops solid work, and rolls with the inevitable hiccups of large-scale, high-stakes projects. Tracy and Bella complement each other well and offer a strong leadership model that I often recommend to colleagues.
Are there any areas for improvement?
The co-founders are active participants, bringing a solid sense of what's working and what isn't to the creative process. They adjust structures, processes, and people to give additional attention to areas where there are gaps.
While we worked together, they pushed to find the right cadence between the strategic and creative work. With an understanding that each project is different, they realized that they needed to place extra focus on connecting strategy and creativity in our partnership because our creative team was in flux. The Emotive Brand team addressed problems quickly, and course corrected when we were headed off target, but even with their tailored strategy, many deliverables were late.