Emotive Brand

Introduce your business and what you do there.

I’m the VP of marketing for AppDirect, a subscription commerce platform that helps telecommunication companies, software companies, manufacturers, and more transform their business models into a subscription model.

What challenge were you trying to address with Emotive Brand?

We had an idea of what our brand stood for, but we needed help honing in on what our brand proposition and internal positioning were. Then they helped us translate our internal positioning for our external story and message.

What was the scope of their involvement?

Emotive Brand started the engagement by conducting a series of interviews with our customers,  potential prospects, company executives, and others in the industry. With that information, they created a set of insights that described how we were perceived in the market and how we saw ourselves as a company.

From there, we began to craft our brand story, who we were as a company, what we stood for, and what our messaging was. They delivered a set of PowerPoint presentations and documents that outlined our brand for the specific audiences we were targeting.

What is the team composition?

We worked closely with Tracy (Co-Founder & Chief Strategy Officer), she was the primary strategist and lead on the project. Then we worked with Sage (Strategist), another strategist, and Kyla (Director of Operations). 

How did you come to work with Emotive Brand?

I don’t remember exactly how I came across them, but I researched top agencies, reached out to people in my network for recommendations and looked at some articles online. We talked to some larger agencies, where it felt like we would be one of many, many clients and we wouldn’t get the attention we were looking for.

One of the reasons we chose Emotive Brand was because they were a smaller agency and we began working with Tracy and the rest of the team from the get-go. In that way, they were very compelling because they clearly thought about what we needed and what they could deliver for us.  

How much have you invested with them?

We spent between $50,000–$200,000.

What is the status of this engagement?

We worked together from September 2019–March 2020.

What evidence can you share that demonstrates the impact of the engagement? 

Internally, our team was very excited about their work and how well they articulated who we were as a company. We’ve begun to work the new messaging into campaigns and have included it in a boilerplate on our website, press releases, and in other content. Overall, the executive team is extremely pleased with the work they did. I would definitely work with them again.

How did Emotive Brand perform from a project management standpoint?

Project management was excellent. They provided a very detailed schedule and pushed us to keep that schedule, which was very good. They worked closely with our administrators to make sure they were engaged in the process and available to meet when necessary.

We met in-person and on Google Hangouts, but the frequency fluctuated. During the research phase, we met with them on almost a daily basis, but as the project progressed, we only needed to meet with them once a week. Then as we finalized the messaging, we started meeting with them daily again.

What did you find most impressive about them?

They had key insights into our customers and how they thought about us. We had been thinking about our traditional persona, but they helped us create a psychographic profile of the people we were targeting. Traditionally, our buyer personas were based on demographics. For example, we wanted to reach the head of product for a particular company. Instead, Emotive Brand encouraged us to target the characteristics of the people who were trying to drive transformation within their business.

By focusing on what those individuals would value, we were able to explain the benefit of our product clearly. We were able to build a full marketing program around that to focus on their needs.   

Are there any areas they could improve?

I don’t have any suggestions. They were great to work with.

Do you have any advice for potential customers?

Give them unfettered access to employees and executives at your company as well as customers and potential prospects. The more information they have, the better they will understand who you are and the audience you serve.

Introduce your business and what you do there.

I’m the CEO of a B2B stat startup located in Silicon Valley. We make financial planning software for tech companies.

What challenge were you trying to address with Emotive Brand?

In starting the company, it was important for us to understand strategically where to go to market. Thus, we needed an agency to help us with our brand positioning.

What was the scope of their involvement?

The brand platform was one of their offerings, which is the first step when it comes to brand positioning. It was a three-month-long exercise and they started with research and interviews. They interviewed external stakeholders and our internal team.

After that, they delivered insights and conducted a positioning territories workshop. Based on our workshops, they put together our brand platform as well as our different brand voices and a narrative guide. 

What is the team composition?

I worked with two senior strategists during the project. I also collaborated with a project manager who helped us schedule and kept the project on task. 

How did you come to work with Emotive Brand?

I asked for my neighbor's referral because she works with different brand agencies. She referred me to two companies and when I interviewed Emotive Brand, I felt that they were a better fit for us.

How much have you invested with them?

The total cost was $50,000.

What is the status of this engagement?

The partnership ran from September–November 2020.

What evidence can you share that demonstrates the impact of the engagement? 

We measured Emotive Brand's performance through our roadmap. They delivered everything in a timely manner. Since we only requested a few edits from their deliverables, it was a confirmation that we really liked their work. 

We haven't rolled out their outputs yet since we're in the middle of testing it. However, since we appreciated the messaging and positioning they crafted, we are going to hire them again for our visual needs.  

How did Emotive Brand perform from a project management standpoint?

Their project management was perfect because they had a roadmap.

What did you find most impressive about them?

They were very good listeners and excellent writers. Both of those things ensured a top-notch product.

Are there any areas they could improve?

Sometimes, we didn’t know what they were doing or what the next step would be. I wish there was a little more description of their future plans and an explanation for its purpose.

Additionally, the other thing that would've been beneficial was meeting the senior strategist before starting the project. It would've ensured good chemistry and a seamless relationship with their team. We're actually going to do that with our visual project—we're meeting their designer first before proceeding with the new project.

Do you have any advice for potential customers?

In the beginning, a little understanding of what each deliverable does could set expectations straight. Furthermore, companies should book them early because they are really a good shop and are booked through next year. In our case, our visual project has been delayed because we didn't really plan it ahead.

Introduce your business and what you do there.

We’re a startup that’s been in business for about 10 months. I’m the COO and CFO of the company. 

What challenge were you trying to address with Emotive Brand?

We engaged them for branding about six months into starting the company. Our business is a technology development company that builds tools for software and app developers. We wanted to find a way to position ourselves in the market and speak to our uniqueness as a service provider.

What was the scope of their involvement?

They helped us define our brand, including our messaging, narrative, and language. We had different ideas for the general look and feel of the company, but our in-house team didn’t have branding or marketing experience. We thought that our internal team may be too close and familiar with our technology to reach companies outside of our perceived target market. They helped us think about our services more broadly while bringing an outsider’s perspective to the table. 

The project was split into two phases. During the first, we discussed our narrative and brand positioning statements. We left visual identity and specific copywriting to a later stage. They gave us a brand platform framework that worked through our services, how we deliver them, and our mission. That yielded statements that would position us in the market and communicate our brand in a single, concise idea.  

What is the team composition?

We worked with about four people, including two primary contributors, a project manager, and a partner at the firm. 

How did you come to work with Emotive Brand?

My co-founder was referred to them by someone he knows. 

How much have you invested with them?

We spent $125,000 on their services. 

What is the status of this engagement?

The project lasted from June–August 2020.  

What evidence can you share that demonstrates the impact of the engagement?

We still haven’t launched their work, so there isn’t anything measurable yet. However, we were impressed with their work and process. We continue to get feedback from our customers and have been happy with their contributions. 

How did Emotive Brand perform from a project management standpoint?

They had a dedicated project manager and provided us with a clear timeline with milestones attached. It’s difficult to manage a creative project like this because determining conclusion points is a challenge. They understood that we were a young business and did a great job of marshaling the project along. For communication, we had a shared Slack channel and Google Drive folder as well as routine conference calls.  

What did you find most impressive about them?

They’re a small firm that has individuals with large agency experience.  

Are there any areas they could improve?

Nothing jumps out at me. 

Do you have any advice for potential customers?

Put in the time and energy necessary to go through the brand journey with them. They went on a significant journey to learn about our company and determine what would be best for our messaging and stakeholders. We could have been more involved with them through that process because we didn’t have the benefit of learning with them through their process.  

Introduce your business and what you do there.

I’m the marketing director of a software company. We offer three different products.

What challenge were you trying to address with Emotive Brand?

We wanted to define our brand and differentiate ourselves from the market. We’d been around for a while, but we didn’t have a clear brand framework to work with.

What was the scope of their involvement?

We had a kickoff meeting in the beginning, with everyone involved. Emotive Brand talked to our co-founders and asked them questions about the values and mission of the company. They got a lot of important information that was used in the deliverables. 

Emotive Brand ran a competitive audit and helped us define our personas, brand mission, positioning, and pillars. They looked at emotional impact and some implications around opportunities. Also, our messaging was worked on, but there was no design involved.

What is the team composition?

We worked with three strategists from Emotive Brand, including their chief strategist, and a project manager.

How did you come to work with Emotive Brand?

I found them through Clutch. We considered a few other agencies, but Emotive Brand stood out through the work they’d done for other technology companies, and their proposal looked a lot more comprehensive.

What is the status of this engagement?

We worked with Emotive Brand between May–September 2020.

What evidence can you share that demonstrates the impact of the engagement?

We’re still implementing their work, so I can’t talk about its impact. We’ll be looking at conversion rates and brand awareness in the long term, but overall I was satisfied with their work.

How did Emotive Brand perform from a project management standpoint?

Their chief strategist was heavily involved in the beginning strategy phases and gave us a lot of useful branding insights. We had a dedicated project manager and we were always in communication with her. 

They gave us a statement of work, in the beginning, laying out what was to be delivered and at what time. Everything was clear and they followed through. Emotive Brand also gave us some business strategy recommendations outside of the scope, which we found useful as well.  

What did you find most impressive about them?

Their insights and level of experience were quite outstanding, especially for a startup technology company.

Are there any areas they could improve?

We would’ve appreciated their chief strategist’s input toward the end as well.

Do you have any advice for future clients of theirs?

The kickoff meeting is a very important meeting to have, and clients should come prepared.

Introduce your business and what you do there.

I’m the head of marketing at a software company.

What challenge were you trying to address with Emotive Brand?

We were looking to launch to the public in a way that would get attention from the audience we were targeting.

What was the scope of their involvement?

Emotive Brand brought in a naming expert to come up with a new name for our company. They also created a brand framework, which involved understanding our target audience, competitors, and what is unique about our company. 

It was a collaborative effort, and we came up with a framework that identified what we stand for, how we deliver it, and why we do it. The team also designed a public-facing website from scratch. 

We went through an iteration session to figure out the goals of the website and what was necessary to accomplish them. They then developed a framework, wrote copy, and provided ideas for headlines.

They presented us with a few options for the visual designs but none of them were what we were looking for. We ended up taking a step back and exploring a lot of different concepts at a high level before identifying a few directions we liked as candidates. 

One emerged as having a tremendous amount of potential. We worked through multiple iterations to get to what we have on the website today. 

What is the team composition?

The team composition varied at different stages. We worked with both of their co-founders, a project manager, a brand strategist, and a few designers.

How did you come to work with Emotive Brand?

A company we knew had worked with Emotive Brand and we were big fans of the work they had done. Additionally, an individual I worked with who had also worked with Emotive Brand had positive feedback about the engagement. We looked at other companies, but it was clear they were the right choice.

What is the status of this engagement?

Our engagement lasted from December 2019–June 2020.

What evidence can you share that demonstrates the impact of the engagement? 

We just launched the website and the feedback on the quality of the design has been overwhelmingly positive. Customers, people in my network, and everyone at the company has been very impressed. 

We’ve also received positive feedback on the messaging. We did most of it but the team contributed to some of the high-level work. 

How did Emotive Brand perform from a project management standpoint?

The critical aspects of project management were done really well. Emotive Brand was able to adjust to circumstances. For example, we had to adjust the timeline when we changed the design. The team was able to work with us to make sure we were on track.

What did you find most impressive about them?

Once we figured out the direction in which we wanted to go in terms of a visual identity that uniquely captured our voice, the team was able to execute on it very well. Emotive Brand met and exceeded expectations. 

We’re also very pleased with the brand framework. Their ability to put words together in an engaging way is very strong. 

Are there any areas they could improve?

It took some time for them to work well in a remote environment, but they figured it out. Also, some of the initial ideas they presented for the visual identity were so off, and it felt like they missed the mark of what we wanted to do. 

Do you have any advice for potential customers?

Be very engaged and participate in the creative process. That’s not how it works all the time, but if you want your brand to be brought to life in a unique way, you can’t outsource.

Introduce your business and what you do there.

I’m the former global head of talent acquisition for Wish.

What challenge were you trying to address with Emotive Brand?

Our company had no employment brand presence. Candidates had never even heard of us.

What was the scope of their involvement?

I engaged Emotive Brand to do a complete 360 assessment of our brand. We introduced them to internal team members and customers before stepping away. They also looked at what our competition was like, and then they were engaged in building many campaign proposals based on interviews and research they completed.

When the team presented the range of campaigns and proposals, we then selected one, and they zoned in on that. In the end, the team built us a complete portfolio of employment brand assets, which included everything from billboard advertisements, letter copy, recruitment booths, and digital marketing assets. They also created the artwork for our digital marketing.

What is the team composition?

In total, we worked with ten people at any time. In the beginning, we worked with the two founders, and then we worked with their research team and project management. We also worked with the creative and design team.

How did you come to work with Emotive Brand?

Emotive Brand was willing to be adventuresome in taking on a brand that was really unheard of. Compared to other individuals I spoke to, they made the most effort to understand us and our business.

How much have you invested with them?

We’ve invested $500,000.

What is the status of this engagement?

The team began working with us in September 2019, and the project concluded in April 2020.

What evidence can you share that demonstrates the impact of the engagement?

The team at Emotive Brand gave us a specific map of expectations for each stage and deliverable. Everything was thorough. Their team was wonderful at taking so many inputs and synergizing them into four or five high-quality campaign proposals, and then when we zoomed in on the final decision, they elevated their game and delivered an incredible set of assets.

How did Emotive Brand perform from a project management standpoint?

It was impeccable project management. They never dropped the ball, and I didn’t have to worry about it at all. We had emails, a lot of text exchanges, and Slack. We also had meetings. They used all available channels of communication.

What did you find most impressive about them?

The team really understood us. They went the extra mile to figure us out, getting to the core of our company. We had essentially no corporate brand. It was a brave effort to create an employee brand when there’s no corporate one. They did it anyway, which I think speaks volumes.

Are there any areas they could improve?

There were a few meetings that they could’ve been more prepared for. They weren’t unprepared, but I think they could’ve been more aware of who was in the meeting by looking at the email invites. This is minor because I can’t recommend them enough. I also didn’t feel like I needed to manage them in a specific way when I should’ve checked on them. We got through a small instance, and everything was fine. They’re busy, but if there was anything, it was only that.

Do you have any advice for potential customers?

Emotive Brand matched up so well to the other agencies I spoke with. They will be very thorough for their clients.

Introduce your business and what you do there.

I’m the head of marketing for an AI company. We built a platform, that takes all of the IP support tickets submitted by employees in large enterprises and uses natural language to understand them and autonomously resolve them. This is useful for things like password reset, trying to get access to applications, and troubleshooting issues that normally take days to fix. Instead, we can do all that using AI.

What challenge were you trying to address with Emotive Brand?

We were beginning to come out of stealth mode, so we wanted to build a brand experience that would do our tool justice. We have a strong CIO fan base, but AI and machine learning are hot topics. So, we needed to find a way to stand out from all the noise. We turned to brand experience and wanted to hire an agency that would help us think about our messaging and visual aesthetics.

What was the scope of their involvement?

Emotive Brand started by conducting a lot of research by spending a lot of time with our customers. They were trying to learn more about the company and the people using our products and the market. From there, we spent a lot of time thinking about the message, how we tell our story, and how to articulate our values. Again, we wanted to stand out from the noise. We moved from that to building out a proper set of brand guidelines, which included brand voice and a visual design graphical element.

They worked with us on the architecture and design elements of the website. This included a 90-second video that we’ve used for promotional activities. Finally, we hosted a big event for CIOs, and Emotive Brand helped take our brand and apply it to this experience.

What is the team composition?

We had three key people on our team, but they had an extended team of 6–7 people who were involved in the project in total.

How did you come to work with Emotive Brand?

We were talking to a bunch of different agencies, but we really wanted to stand out from other B2B companies. Emotive Brand was a little different and had an edge that we really liked. They focused on startups, so they understood the challenges we face. They really got our product and our team, and just had a passion for problem-solving. From our first call, I could tell that they wanted to work with us, and that made a big difference. We knew we could share our journey with them.

How much have you invested with them?

We spent about $300,000.

What is the status of this engagement?

Our first call was in December 2018 and we launched in April 2019.

What evidence can you share that demonstrates the impact of the engagement? 

We monitored the media coverage we received, and the Wall Street Journal featured a full-length story on our company. It was really important that we got the attention of mainstream publications in order to build our brand. The event we hosted also was huge. Our goal was to attain 50 CIOs, but 75 attended the event, so that was great.

Coming out of stealth mode, our website traffic was through the roof. We also wanted to make sure people were engaging with our site, so we’ve been monitoring time spent on it. We’ve seen some great metrics and people spend between 90 seconds and two minutes on average. We had some pretty aggressive revenue targets, but we’re on track to hit 300% year-over-year growth.

How did Emotive Brand perform from a project management standpoint?

They were great. Most agencies want to use the waterfall method— they want to sit down and figure out the requirements and then go back to base and build your brand guidelines and then drop it. That just wasn't going to work for us because we needed to build content on a Web site and plan an event all in parallel. We couldn’t wait until we'd gone through the entire design process before doing that because we would run out of time.

Emotive was fantastic because they were willing to build everything in parallel, which is exactly what we needed. We were able to wireframe the website before finishing brand guidelines. As soon as we had design elements, we were testing it out and iterating on it on the fly. Overall, they were fantastic and very amenable to working in an agile way with us.

What did you find most impressive about them?

Their passion for the project was impressive. There are many agencies out there that will take on a project and create some great deliverables and you may never see them again and that's fine because your project is done. Emotive Brands goes beyond that though, because they cared a lot about our company and about us as people. They wanted us to be successful and were deeply involved. It made a big difference that we could trust them. It's just really powerful.

Are there any areas they could improve?

Anything about the project that I wanted to improve, wasn’t on them. I just wish I engaged them sooner.

Please describe your company and your position there.

I am co-founder and Chief Design Officer of Coast App, a messaging app with tools for SMB managers and staff on the go. Our product is used by thousands of businesses across United States and Canada to run their daily operations. I oversee all brand, product UI/UX, marketing, and social media.

For what projects/services did your company hire Emotive Brand?

We needed Emotive Brand to help us create a logo and visual identity to go with our new name Coast, that would be applied to our mobile app, desktop app, and website.

Our team has a good understanding of the customer and had developed a strong Brand strategy but needed the expertise and creative strength of a team like Emotive Brand to translate this strategy into a visual language.

What were your goals for this project?

We used this as an opportunity to come out of stealth mode (where we'd been developing the product for a year with beta-users) and do a soft-launch announcing our new name and brand to the public. We anticipate a positive effect not only on our current users but to help with attracting new candidates to the team and develop partnerships to help grow our customer base in the future.

How did you select this vendor?

I got some recommendations from fellow designers who are brand and marketing experts. We are a small company so we needed to find the right sized creative agency to work with.

Our team considered around 11 different companies, browsing their websites, looking at their portfolios and trying to understand their approach. I reached out to 8 and talked 6 different companies. We needed an agency that would be able to work directly with us to develop a beautiful clean identity that could appeal to demographics of many ages.

Emotive Brand has a focus on B2B, had worked with other technology companies coming out of stealth mode, had the experience to guide us through the process, but wasn't so large that we felt we would be sidelined for other bigger clients. With timeline and budge aligned, we knew that we would be working with their A-team, and that strategically this would be a longer term partnership for us to continue to develop as we grow.

Describe the scope of their work in detail.

The process began with a kick off meeting at their office with us going over our brand strategy with them, the internal work and user research we had conducted, landscape research, and the vision we had for the brand. Our CEO also did a demo of the product to help the team understand our product and how it functions.

We worked together to iterate through a creative brief to concisely articulate the goals, timeline and budget for the project. Emotive Brand's deliverables were Logo Assets, a visual identity (logo, typography, color palette, visual language, and motion), a digital marketing experience (website homepage prototype), digital product experience (app screen prototype).

I compiled and presented our Brand Strategy, handed-off existing app screen files, gave a general homepage outline with copy, attended all EB presentations, gathered feedback from our team and compiled it into feedback documents for the Emotive Team.

What was the team composition?

I had direct conversations withe Tracy and Bella, the founding partners of the company. The Creative Director, Thomas was leading this project and we worked with him on many things. He was supported by 1 design director, 2 senior designers, 2 strategists, 1 designer, and 1 project manager.

So approximately 8 people were working on the project at different stages. Additionally, high-level conversations happened with the two partners. There may have been more that were involved but I didn't meet them.

Can you share any outcomes from the project that demonstrate progress or success?

The overarching goal of the redesign was to foster "product love" in our existing users. It is still early days since the roll out was only a couple weeks ago but initial feedback is positive.

Our new logo and visual identity have been received high praise from our existing users, with positive comments pouring in through support channels and in person/phone conversations. These are customers that used the product but did not love the product. Now their teams are excited to use the app and are proud to show and recommend the product to others, and they are using "Coast" as a verb ("Coast me").

The secondary goals of the website launch and new logo were to help with hiring, partnerships and investors. We have seen a direct increase in inbound interest in join the team (no small feat when it comes hiring engineers in a very competitive market), and inbound investor interest (not to mention our current investors a very happy).

The real test will be when we start charging for the product, and start focusing on growth, but initial readings are positive.

How effective was the workflow between your team and theirs?

We used our own messaging product "Coast" to communicate about the project which was helpful in that they got to see the product in action, and we just think it's a better way to communicate. We were pleased that they were so ready to jump into a new workflow with us.

Scheduling was very well organized, Shannon, the project manager was really good managing expectations, getting the right people in the room, and making everyone's busy schedules work together. We used google calendar and google docs for scheduling and feedback.

There was a really positive response to how we gave feedback. I took extreme care in making sure our feedback was constructive and direct, gathering together thoughts from many members of our team and other design experts. We had a clear vision and as a designer myself I know that unclear, indirect feedback can delay the process, cause confusion and create unnecessary work.

The EB team was then able to take that feedback and run with it, clearly processing it themselves and then coming back with work that got closer and closer to our vision with every iteration.

What did you find most impressive about this company?

I was most impressed by the quality of work that came out of this team. They guided us through a creative process that allowed us to have reactions to a variety of directions, which spurred conversation and real strategic thinking.

They pushed us beyond our comfort zone to think beyond the limited ideas we had before we worked with them. They painted a vision that spanned many years into the future, that showed how our brand could continue to grow and evolve while maintaining an elegant simplicity indicative of world class design.

They were not afraid to work through the nitty gritty details of what we actually needed right now, all the way through the grandiose architecting of what we could be 10 years from now. They executed this on a tight timeline and I was very impressed with what they were able to produce within that timespan.

Every single member of this talented team was open, articulate and warm. I could not have asked for a better experience.

Are there any areas for improvement?

Not that I can think of. There was a point where we had to get realigned on deliverables (easily resolved through a single conversation) and in the end we were very happy with the results. Our team had such a positive experience working with Emotive Brand and we look forward to working together on projects in the future.

Introduce your business and what you do there.

I’m the senior director of a marketplace for online education.

What challenge were you trying to address with Emotive Brand?

We had gone through a lot of strategic business changes and so we hired Emotive Brand to help us think through our brand strategy.

What was the scope of their involvement?

To start, Emotive Brand dug into our business and spoke with our internal and external stakeholders to get a better sense of our challenges and our position. Then, they looked at the different opportunities our brand could pursue. They’re in the process of helping us build out the new vision, mission, promise, and pillars of our business. 

What is the team composition?

Typically a group of three people work with us on the project. There is almost always three strategy teammates and a creative member supporting us. 

How did you come to work with Emotive Brand?

I’d heard of Emotive Brand through word of mouth. We put out an RFP and did a rigorous vetting process. Their team fit what we were looking for on many different levels. We wanted a smaller agency that could give us a lot of their time, energy, and focus rather than just being a cog in a wheel.

How much have you invested with them?

We’ve spent close to $150,000 on their services. 

What is the status of this engagement?

We’ve been working together since June 2019 and we’re working on wrapping up the engagement. 

What evidence can you share that demonstrates the impact of the engagement? 

Right now we’re looking at the qualitative research to make sure the promise resonates with our audience, so we’ll be able to determine that once we officially launch the brand. However, our internal team is on board with the new materials. We’re all happy with the results and we intuitively feel that the direction is spot on. 

How did Emotive Brand perform from a project management standpoint?

For the most part, they’ve handled the workload well. Toward the end, the communication could have been better when things weren’t going according to plan. 

What did you find most impressive about them?

They have a great sense of intuition, which makes them stand out from other companies. 

Are there any areas they could improve?

The only area would be what I mentioned previously about strengthening communication as the project wraps up. Ideally, I’d like to know if things were or weren’t getting done, so more flags or communication about that could have been useful. 

Do you have any advice for potential customers?

They’re a pleasure to work with. They are easy to collaborate with, responsive, and I’d love to work with them again in the future. 

Introduce your business and what you do there.

I’m a co-founder of a network of specialty health clinics.

What challenge were you trying to address with Emotive Brand?

We’re a mission-based company. Although we had vision and a lot of passion, we didn’t have the discipline to create a basic brand strategy or even come up with a name for our company. We hired Emotive Brand to create the basic tenants we could build our marketing strategy around.

What was the scope of their involvement?

They created our brand name, logo, and different creative assets like color scheme. We had several brainstorming sessions and we went through a lot of iterations of their creative process. At one point, they brought us into their office for a creative session. They had us rank about 50 different logo ideas that they came up with so we could hone down what we needed and select our favorites.

What is the team composition?

There were about six people involved in our project at all times, though we had a few staffing changes and the size of the team wavered depending on what stage we were in.

How did you come to work with Emotive Brand?

It was really important that the team we worked with grasped the importance of our mission. We talked three or four different companies and were looking for an agency with strong strategic and creative skills. Once it was clear that Emotive Brand connected with our mission, we knew we were all on the same page, and decided to move forward with them. We had an easy rapport and instantly felt like we had a shared vision.

How much have you invested with them?

We spent about $85,000.

What is the status of this engagement?

The project lasted from April–August 2018.

What evidence can you share that demonstrates the impact of the engagement? 

They set us up for success and delivered what we asked for. I am definitely happy with the logo and brand guidelines they gave us. Since the end of our engagement, we have faced a few challenges while implementing the strategy. For example, they designed a bag with our logo that we really liked, but we haven’t found someone who can produce it. As a result, we’ve needed to pivot how we plan to implement our strategy and grow our guidelines.

How did Emotive Brand perform from a project management standpoint?

We were probably a difficult team to work with because we had a lot of opinions, but they held our hand through the entire process. They were very creative and tenacious, and would come up with different ways to keep our team engaged. We found our in-person meeting the most valuable, though we also communicated via email.

What did you find most impressive about them?

 Their experience was most impressive.

Are there any areas they could improve?

Sometimes they were a little overconfident and were sure they were suggesting the right path.

Do you have any advice for potential customers?

Understand what you need before coming to Emotive Brand, so they can meet or exceed your expectations.