A boutique brand strategy agency

Global Brand Works is a small but mighty branding agency.  Founded by Caroline McNally and Shannon Riordan, Global Brand Works specializes in translating Brand Strategy into Brand Actualization – in other words, we help clients bring the brand to life throughout an organization, internally and externally. Whether you need to launch, recharge, redesign, or completely reinvent your brand, our experienced leadership and custom approach will get you there.

From start-ups to established global brands, an aligned organization delivers a consistent and compelling brand experience and a shared sense of purpose, which produces better business results.

 
$10,000+
 
$200 - $300 / hr
 
2 - 9
 Founded
2008
Show all +
San Francisco, CA
headquarters
  • San Francisco, CA
    United States

Portfolio

Key clients: 

PayPal, SFMOMA, Appnovation, Bank of the West, American Express, Draper University, GoGreen Agriculture, Charles Schwab, LifeLock, HRMI, Sutherland, Kettle Brand Potato Chips, Chris Koster for Governor, Veritas, State Street Global Advisors, Yodlee, Vantiv

Reviews

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Employee Onboarding Content for Global Brand

"I enjoy working with Global Brand Works as they are responsible, efficient, and personable."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Feb. - Apr. 2019
Project summary: 

Global Brand Works renewed employee onboarding content (e.g. PowerPoint, videos, and facilitation guide) to align with core messages. 

The Reviewer
 
10,000+ Employees
 
United States
Lana Malsby Foladare
Manager, Employee Development, PayPal Inc.
 
Verified
The Review
Feedback summary: 

The content has been successfully used with employees around the globe. Stakeholders are pleased with the aesthetic appeal of the content. A meticulous team, Global Brand Works took care to understand all aspects of the brand and audience.  

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

Once associated mostly with payments on the online auction site eBay, PayPal has become a widely accepted method of payment both online and off. ... PayPal's core business is an online payment service that allows individuals and businesses to transfer funds electronically.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Global Brand Works ?

Employee Onboarding Content

What were your goals for this project?

Refresh our content and streamline to provide a better presentation for our new hires. Include a facilitator guide to easily scale our program internationally.

SOLUTION

How did you select this vendor?

GBW has been working within PayPal for several years. We gave the scope of our project and agreed we were in alignment for budget and timing of the project.

Describe the project and the services they provided in detail.

Global Brand Works overhauled our entire employee onboarding content to make it more on-brand and on-message. The final resulting content, from PowerPoint presentations, to videos, to a detailed and thoughtful facilitation guide, was exactly what we needed.

It was designed beautifully. They have great attention to detail, and are real experts when it comes to understanding how to connect and engage with our global employee audience. They have a true understanding of our brand and I consider them an extension of our team who go above and beyond.

What was the team composition?

Primarily I interacted with their Program Manager.

RESULTS & FEEDBACK

Can you share any information that demonstrates the impact that this project has had on your business?

We have received very positive feedback as we have scaled our program internally. Using the facilitator guide has allowed us to scale effectively.

How was project management arranged and how effective was it?

Very effective. Timelines were clear and adhered to.

What did you find most impressive about this company?

I enjoy working with Global Brand Works as they are responsible, efficient, and personable.

Are there any areas for improvement?

None

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Strategic Brand Refresh for Digital Consultancy

"They were really able to provide us a great look at ourselves, both objectively and subjectively..." 

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Aug. 2018 - Jan. 2019
Project summary: 

Global Brand Works led a rebranding process bookended by qualitative and quantitative research and an in-house workshop. After identifying market advantages and company values, they crafted a unifying brand.

The Reviewer
 
201-500 Employees
 
Canada
VP of Global Marketing, Digital Consultancy
 
Verified
The Review
Feedback summary: 

Employees banded together behind the new brand, which gives customers an accurate impression of the company. Global Brand Works offered regular progress reports and uncovered many strategic insights. They were also praised for being easy to work with and responsive.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

VP of Global Marketing at a mid-size digital consultancy.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Global Brand Works ?

Strategic brand refresh.

What were your goals for this project?

Evolve our brand both creatively and strategically to get our company to the next level. Able to be seen by clients and employees alike as a full service digital consultancy.

SOLUTION

How did you select this vendor?

We reached out to 11 firms initially. We felt Global Brand Works had a great grasp of both the strategic and creative as well as past experience helping companies like ours rebrand.

Describe the scope of their work in detail.

Our product offering was expanding, and we decided that our brand needed to be freshened up to tell our new story. Global Brand Works shepherded us through the process, which included global qualitative and quantitative research to understand relevance, an internal listening tour to understand authenticity, and a competitive report to understand differentiation. They facilitated a fun and engaging workshop with key team members to uncover our brand’s “secret sauce,” which led to the articulation of our new brand strategy.

What was the team composition?

Both Caroline McNally and Shannon Riordan were involved in the project from start to finish.

RESULTS & FEEDBACK

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

We have just recently launched our new brand, and so far it has received positive feedback from clients and employees alike. The perception of our new brand is exactly what we were going for.

How effective was the workflow between your team and theirs?

Really good. We did weekly meetings to recieve project updates and provide feedback. Additionally, Caroline and Shannon were both very responsive in terms of responding to any inquiries of ours.

What did you find most impressive about this company?

They were really able to provide us a great look at ourselves, both objectively and subjectively, as well as help translate that information and our desire to evolve into something tangible my company could get behind. Communication with them was very good, and we also found them very easy to work with.

Are there any areas for improvement?

None at this time.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Brand Governance for Global Fintech Company

"They're very creative and flexible in their approach and have great relationship building skills."

Quality: 
4.5
Schedule: 
4.5
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
June 2016 - Ongoing
Project summary: 

Global continues to develop branding governance guidelines, collaborating closely with internal teams and presenting the significance of their findings to senior staff.

The Reviewer
 
10,000+ Employees
 
San Jose, California
Brand Engagement Lead, Global Fintech Company
 
Verified
The Review
Feedback summary: 

Global has not only improved global brand ranking, but also greatly improved internal engagement and understanding of the brand. Their depth of brand governance within large corporations and customer-centric approach sets them apart. Both wise and nimble, they're a joy to work with. 

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I oversee brand engagement and governance for a global tech company headquartered in San Jose, California.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Global Brand Works?

We wanted to address internal challenges of creative brand governance and improve our overall brand ranking.

SOLUTION

What was the scope of their involvement?

I briefed Global about our challenges and goals and they performed an audit of a number of our employees for greater understanding. Through their research and findings, they helped us develop a strategy around brand governance, which led to a curriculum for workshops and education modules rolled out internally. They applied their strategy within our set budget and provided us with thorough information to report back to our senior executives, communicating data and financial proof points supporting the importance of such work.

What is the team composition?

I worked directly with their founders, Shannon and Caroline.

How did you come to work with Global Brand Works?

A colleague of mine had worked with them previously and recommended them. I liked that they had a lot of experience with large corporations and an understanding of the challenges those corporations face when it comes to disseminating information internally.

What is the status of this engagement?

We started working together around July 2016 and the work is ongoing. There are so many components to it that it's hard to set an end date as we continue to grow and evolve.

RESULTS & FEEDBACK

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

There's been a significant uptake of internal engagement within the company. Over 90% of employees understand and engage with the brand.

Our global ranking has also improved from a brand perspective. They've helped create a new way of engagement that never existed before—that's been huge.

How did Global Brand Works perform from a project management standpoint?

They're very responsive and organized when it comes to tracking budgets. They continue to deliver great work under mounting pressure from our team. I appreciate their level of collaboration and can-do attitude.

Caroline and Shannon complement each other perfectly. Shannon is quick, tactical, and nimble, while Caroline is very diplomatic, wise, and good at explaining the big picture.

What did you find most impressive about them?

We refer to them as our ninjas, because they're so agile. In large companies, it can be very difficult to get things like this moving, but Shannon and Caroline have the depth of experience in this industry to pull it off. They're very creative and flexible in their approach and have great relationship building skills. They feel like a part of our team and have been proactive in producing great work throughout the relationship.

Are there any areas they could improve?

No.

4.5
Overall Score
  • 4.5 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 4.5 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Branding & Naming for Human Rights Nonprofit

"They were fantastic, easy to work with, and met their deadlines."

Quality: 
4.5
Schedule: 
4.5
Cost: 
n/a
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Feb. - May 2017
Project summary: 

Global Brand Works provided naming and branding services on a pro bono basis. They researched other similar organizations, reviewed the internal initiative, and provided several logo concepts.

The Reviewer
 
1-10 Employees
 
Wellington, New Zealand
Anne-Marie Brook
Co-Founder, Human Rights Measurement Initiative
 
Verified
The Review
Feedback summary: 

Thanks to their work, many international organizations have made donations and there has been a lot of praise for the branding. Global Brand Works delivered on time and follows up to assist with small changes and feedback. They’re an overall professional company that’s really easy to work with.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m one of the co-founders of the Human Rights Measurement Initiative. We’re a globally-distributed, nonprofit organization that produces measures to track the human rights performance of countries.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Global Brand Works?

We needed branding and a name for our organization.

SOLUTION

What was the scope of their involvement?

I initially had a discovery call with Caroline and Shannon (Partners and Co-Founders, Global Brand Works) where I explained our initiative. They then set up some calls with other team members and researched the branding of similar organizations, producing a short document that basically summarized what we are pretty accurately.

They developed our brand from the very beginning, reviewing the purpose of our initiative. From that point, we started the logo development in which their designer came up with several logo design options. We picked a couple of them to refine, ending up with a very short list, and eventually chose the one we wanted to go with.

What is the team composition?

We worked with Caroline and Shannon, as well as someone who helped with names. There were other people contributing to the work, but I didn’t engage with them directly.

How did you come to work with Global Brand Works?

I knew Shannon through mutual friends. At the time, we didn’t have much funding, but I contacted her to see if they would be able to help us. We set up a call as she wanted to know a little more about the project. She spoke to Caroline about it and they decided to do the work pro bono.

How much have you invested in them?

The value of their work was between $30,000–$50,000.

What is the status of this engagement?

We worked with them from February–April 2017.

RESULTS & FEEDBACK

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

Since launching our website with their branding, we’ve attracted more philanthropic support from international organizations. Everyone who sees our branding thinks it is good and we have had a lot of positive anecdotal feedback.

How did Global Brand Works perform from a project management standpoint?

They were fantastic, easy to work with, and met their deadlines. Since the project ended, I’ve followed up regarding little things such as little tweaks to our website and they’ve given us really good feedback.

What did you find most impressive about them?

I really like the way they work. They have a real seriousness but also a friendliness that goes with it. They’re also very approachable and smart.

Are there any areas they could improve?

I can’t think of anything. It was a wonderful experience.

4.5
Overall Score
  • 4.5 Scheduling
    ON TIME / DEADLINES
  • N/A Cost
    Value / within estimates
  • 4.5 Quality
    Service & deliverables
    They did a really good job.
  • 5.0 NPS
    Willing to refer

Designs, Branding & Messaging for Consultancy

“I valued the collaborative aspect of the project; they incorporated our ideas and made us feel heard.”

Quality: 
4.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Dec. 2017 - Mar. 2018
Project summary: 

Global Brand Works collaborated with key stakeholders to establish a new brand for an emerging design consultancy. Work included creating strategic messages and visuals to cement brand identity.

The Reviewer
 
1-10 Employees
 
San Francisco, California
Nancy Madynski
Co-Founder, Design Barre
 
Verified
The Review
Feedback summary: 

The brand packaging has been well received internally for its look and feel. Global Brand Works produced exceptional deliverables within a limited budget. The team listened actively throughout the process and integrated feedback to ensure customer satisfaction.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m a co-founder of a Design Barre. We’re a construction and design consultancy based in San Francisco.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Global Brand Works?

We’re a new business, a so we needed resources to help develop our branding messages and materials.

SOLUTION

What was the scope of their involvement?

They developed a brand package for us, which included our key messages, designs, and overall strategy. In the beginning, they walked us through the steps of the process to clarify project requirements and establish meeting times.

Next, we brainstormed some concepts together before they provided us with an initial brand package to look over. We corresponded with a few back-and-forth exchanges, tweaking the plan to ensure that their messages felt appropriate for our business.

Finally, they advised us to conduct a few focus groups with our mentors, previous clients, and target demographic to gauge the look and feel of our branding. This helped to solidify the final package.

What is the team composition?

We worked exclusively with one of their co-founders.

How did you come to work with Global Brand Works?

At the time, we considered two other agencies and received a proposal from one them. However, a mutual friend referred Global Brand Works to us, and we felt comfortable with their recommendation.

How much have you invested with them?

We spent between $10,000 and $25,000.

What is the status of this engagement?

Their work lasted from December 2017–March 2018.

RESULTS & FEEDBACK

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

Although we haven’t launched our business yet, we think their branding looks good and reflects our company values. They were mindful of our budget and worked within our means. They gave us a reduced package based on what we could afford, and we were completely satisfied with it.

How did Global Brand Works perform from a project management standpoint?

Over the course of the engagement, we met four times in person and communicated via email every other day.

What did you find most impressive about them?

I valued the collaborative aspect of the project; they incorporated our ideas and made us feel heard. In our business, we try not to tell people what to do and, instead, want to work with them, listen, and give feedback. That was precisely how they worked with us.

Are there any areas they could improve?

Nothing comes to mind.

Do you have any advice for potential customers?

Customers should ask a lot of questions, take notes, and really understand what they’ve signed up for.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    It was easy to manage our time.
  • 5.0 Cost
    Value / within estimates
    They were the most cost-effective option for us.
  • 4.0 Quality
    Service & deliverables
    This has more to do with the amount of money we had to invest rather than their quality or process.
  • 5.0 NPS
    Willing to refer
    I would refer them all day long.

Branding & Positioning for Data Aggregation Provider

“They took the time and made sure their work was bulletproof.”

Quality: 
4.5
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
Apr. 2012 - Apr. 2014
Project summary: 

Global Brand Works helped cement brand positioning and strategy for a data aggregation provider. They performed market and internal research to identify characteristics, trajectory, and external perception.

The Reviewer
 
501-1,000 Employees
 
San Francisco, California
Ron Barasch
VP of Marketing, Yodlee
 
Verified
The Review
Feedback summary: 

Though brand research was minimal due to budgetary limitations, 37% of all constituents are now aware of an unbranded, white label service. Global Brand Works set expectations and were professional project stewards. They were honest and efficient and their projects have integrity.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

We are a data aggregation provider for financial institutions, internet innovators, and fintech companies that require consumer-permitted financial data to power their applications. I’m VP of marketing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Global Brand Works?

We were working towards an IPO and wanted to cement our brand positioning and overall strategy. We needed guidance to fit into the marketplace.

SOLUTION

What was the scope of their involvement?

We worked on customer best practices and data-driven solutions through APIs and direct feeds. We came up with products that leverage data and digital toolkits that allow customers to access information, scripts, templates, and other assets. We built instructional guides and messaging to help customers log in and navigate the service. Global Brand Works was instrumental in helping us develop the content.

They did a lot of upfront research to understand our process. They conducted staff and executive interviews across the company to identify brand characteristics and trajectory. We then went to several financial institutions and partners to build a matrix of marketplace impressions. We hoped to reposition ourselves to make sure we communicated the important aspects of our brand and established a presence we could leverage in future projects.

We identified gaps and came up with solutions and customer best practices. We reframed our press and media statements and made sure our employees understood our new stance. Those refinements allowed us to give the companies that would represent us a better perspective on our projected growth.

What is the team composition?

We worked with Shannon (Partner & Co-founder, Global Brand Works) and Caroline (Partner & Co-founder, Global Brand Works). They both brought their unique skills to the engagement. Caroline was our brand strategist and planner, while Shannon oversaw execution and project development.

How did you come to work with Global Brand Works?

I asked my friends and peers who their service providers were and a few recommended Global Brand Works. I was familiar with Shannon from our work together at a previous company. I asked if they were available and if they wanted to pitch for this opportunity.

How much have you invested with them?

We spent around $220,000–$225,000.

What is the status of this engagement?

We worked together from April 2012 to April 2014.

RESULTS & FEEDBACK

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

Because of budgetary limitations, we did minimal brand research. Even though we could have done more, there is roughly 37% brand awareness among our constituents. We’re an unbranded, white label service, so that much recognition among our consumers is great.

How did Global Brand Works perform from a project management standpoint?

They set great project expectations with a statement of work and we had team meetings to bring all our disparate groups into the loop. They outlined the project in a kickoff meeting, followed by weekly or biweekly meetings after that for status updates. They integrated well with our organization and were professional stewards of our projects. They took the time and made sure their work was bulletproof.

What did you find most impressive about them?

They delivered on their goals, which were clearly spelled out. They were honest, efficient, and their projects had great integrity. They knew what they could offer and were confident in their skills and abilities. They only brought up additional resources when we needed them and there was no unwanted cross-selling.

Are there any areas they could improve?

It would be great to integrate them into a strategy on web development or content. They seem to be great writers and there are other areas where they could expand their service opportunities; however, nothing they did stood out as a major problem.

4.5
Overall Score Their services are fantastic.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Timing is crucial when working toward an IPO. They were very upfront about scheduling, which let us present a clear position to the market.
  • 4.0 Cost
    Value / within estimates
    They provided good value and offered prices in line with industry averages.
  • 4.5 Quality
    Service & deliverables
    They delivered on our expectations and everything was received positively.
  • 5.0 NPS
    Willing to refer
    I would absolutely recommend them and would enjoy working with them again.

Branding & Visual Identity for Process Transformation Organization

"[W]e love what they helped us build and I would absolutely work with them again."

Quality: 
4.5
Schedule: 
4.5
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
Sept. 2016 - Apr. 2017
Project summary: 

Global Brand Works completely rebranded an international process transformation organization. Work included overhauling the company’s logo, color palette, and identity to be expressed to potential clients.

The Reviewer
 
10,000+ Employees
 
Pittsford, New York
Ann Jarema
AVP of Brand Marketing, Sutherland
 
Verified
The Review
Feedback summary: 

The team’s work was met with overwhelmingly positive feedback from executives, employees, and clients. Global Brand Works' personal dedication and responsiveness to the project stood out, helping make this difficult process a great success.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

At the time of this project I was the associate VP of corporate and brand marketing at Sutherland. Sutherland is a process transformation organization that works in a wide range of industries to help companies provide the best level of service to their customers.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Global Brand Works?

Sutherland was founded in 1986, and while we have experienced a tremendous amount of growth, we felt we were behind the times in terms of marketing and branding. So, the chief marketing officer (CMO) at the time and myself were tasked with creating better brand awareness in order to modernize the organization.

SOLUTION

What was the scope of their involvement?

We had a variety of discovery sessions with Global Brand Works until we decided that we were going to truly rebrand the company. We then started brainstorming and eventually developed a potential look and feel for the company, and Global Brand Works was tasked with developing a visual identity. They eventually produced our new logo and color palette along with a preliminary toolkit of items that would comprise a visual identity for the organization. That toolkit included all of our visual elements as well as simple things like a PowerPoint template, a business card design, and email signatures. They also provided some best practices on how to use those tools and how to communicate with our employees.

Finally, they helped us with the big reveal to our executives where we showed them all of the work and provided the initial guidance on how we would be updating various components of the system over the months to come.

What is the team composition?

We worked directly with Shannon (founder, Global Brand Works) and Caroline (founder, Global Brand Works).

How did you come to work with Global Brand Works?

Our CMO at the time found them through contacts of his and set up an initial meeting with the co-founders. We knew we needed a small and nimble company, and Global Brand Works fit us perfectly. We also really resonated with the co-founders on a personal perspective, and ended up cancelling our meeting with another potential vendor.

How much have you invested with them?

We spent just under $300,000.

What is the status of this engagement?

The entire engagement lasted from September 2016–April 2017 when we handed everything off to our new creative director.

RESULTS & FEEDBACK

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

From a marketing perspective, it can take years before you truly grow brand awareness in an organization. However, we've had a substantial increase in followers on social media and we've had wonderful conversations with our clients about what our new logo represents. The work Global Brand Works did has really helped our clients build an association with Sutherland in a way they couldn’t before because of how we used to identify ourselves. I’ve also had the pleasure of traveling around the globe over the last year talking to our employees and they love the new look and feel of our brand. I definitely credit much of that love back to our friends at Global Brand Works because they were the pioneers who helped us spearhead this initiative.

How did Global Brand Works perform from a project management perspective?

Very well. They were top notch in terms of accessibility and responsiveness, and I felt like I developed a very strong relationship with them. They were available by text or for quick phone calls and they really had a “drop everything” approach. The only time they couldn’t drop everything was when they were with another client, and in that case, they gave those clients the same level of respect that they were giving to us.

What did you find most impressive about them?

Their flexibility, nimbleness, and the personal touch they offer. I would even call their co-founders friends at this point.

Are there any areas they could improve?

We hired a new creative team to take over after we completed most of our work with them and that was a somewhat difficult transition to no fault of Global Brand Works. We were bringing in new personalities and occasionally things got lost in translation, but at the end of the day we love what they helped us build and I would absolutely work with them again.

4.5
Overall Score
  • 4.5 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 4.5 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Branding for Financial Services Company

“They inherently knew what our brand needed and what it would take to succeed.”

Quality: 
4.5
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Nov. 2017 - Mar. 2018
Project summary: 

Global used various research strategies to establish a new brand identity. They led internal workshops with exercises to determine core values and distributed public surveys to evaluate brand awareness.

The Reviewer
 
51-200 Employees
 
Mountain View, California
Briana Tischner
Senior Marketing Manager, Credit Sesame
 
Verified
The Review
Feedback summary: 

Global’s wealth of experience enabled them to take charge of the project and deliver results ahead of schedule. They specialize in distilling vast amounts of data into a few marketable words or phrases. Their founders are well-connected within the financial industry and are insightful advisors.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the senior marketing manager for Credit Sesame. We provide consumers credit scores and financial consultation. I’m responsible for overseeing our user acquisition campaigns.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Global Brand Works?

We compete against a much larger firm for the same market share. Our main challenge was creating a distinctive brand identity to stand out in the marketplace. Furthermore, the company’s various departments rarely collaborate and usually design their own visuals. We wanted to initiate a branding effort that would allow experimentation but would also yield a unified marketing strategy.

SOLUTION

What was the scope of their involvement?

Global first helped us establish a new brand identity. They have a standard template they use for most brands but were able to customize that to better fit our needs and budget. They presented an initial proposal and we selected a few components we thought represented our company well. Global then conducted extensive research to further refine the brand. They engaged a listening tour of our employees where they interviewed executive-level staff and various department leads. This was to gather feedback on what was great about the company as well as what could be improved.

Then, they researched our current users and issued surveys to non-users to measure brand awareness of the general public. They used all that research to create a second presentation focused on our brand story. Then, they led employees from different departments through a workshop of branding exercises. After the workshop, their presentation went through several more rounds of review and revisions.

The final deliverable was a concise and thorough brand strategy that covered our identity, mission, key values, and brand promise. Ultimately, Global was able to take thousands of data points and turn that information into a few simple words or messages. We’re currently negotiating with them to deliver the second part of the branding effort, where they would design new visuals and marketing materials.

What is the team composition?

I worked directly with both Shannon (Co-founder, Global Brand Works) and Caroline (Co-founder, Global Brand Works).

How did you come to work with Global Brand Works?

We found them through LinkedIn ProFinder. We put out an RFP and interviewed five different companies. We spoke to Shannon and Caroline and they really stood out. We hired them because their price matched what we were looking for and they have a strong background in the financial services industry. As a result, they’re well connected and even happened to know some of our executive-level staff.

How much have you invested with them?

We spent around $40,000.

What is the status of this engagement?

The branding project took place from November 2017­–March 2018.

RESULTS & FEEDBACK

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

I can’t share any metrics because we haven’t yet put the brand identity in place. However, nearly everyone from the CEO to the department teams agrees with Global’s findings and values the insight. The lack of brand cohesiveness has been a company issue for a while, so we’re happy to finally address it.

How did Global Brand Works perform from a project management standpoint?

They’ve done this for other companies, so they were extremely organized since day one. Giving us a tracking calendar and communicating regularly kept me informed about the project’s progression. I met with Shannon and Caroline once or twice a week and we emailed each other constantly. Their experience allowed them to quickly take control of the project without much assistance from us. They usually completed tasks well-before expected due dates.

What did you find most impressive about them?

They’re well-connected within our industry and knew the landscape without needing us to explain everything. They inherently knew what our brand needed and what it would take to succeed. Shannon and Caroline are insightful and possess mentor-like personalities. We also appreciated how open they were to collaborating and getting our staff involved throughout the process. Other agencies we considered preferred to work independently and deliver a product without getting our feedback.

Are there any areas they could improve?

Some of the deliverables had minor spelling or grammatical errors.

5.0
Overall Score The co-founders acted as mentors to me and it’s been a great experience working with them.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They were flexible and available to meet whenever we could fit them in.
  • 4.0 Cost
    Value / within estimates
    Their prices were competitive with similar vendors.
  • 4.5 Quality
    Service & deliverables
    The research was great and they delivered exactly what we wanted.
  • 5.0 NPS
    Willing to refer
    I’ve already recommended them to several colleagues.

Rebranding & Logo Design for Finishing Trade Organization

"The logo redesign establishes us in the forefront of the construction industry."

Quality: 
4.5
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Sept. 2017 - Ongoing
Project summary: 

Global Brand Works created three logos that work together: one logo for the umbrella organization and two for the associations that sit underneath. They're currently working to develop the brand story.

The Reviewer
 
1-10 Employees
 
Emeryville, California
Mary Loumeau
Director of Marketing, Northern California Allied Trades
 
Verified
The Review
Feedback summary: 

The new logos have been well-received internally. Global Brand Works’ responsiveness and flexibility, especially in dealing with a non-traditional process, are hallmarks of their work. The team’s quality deliverables contribute to the subsequent expansion of their role.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I'm the director of marketing and member services for Northern California Allied Trades. We’re a trade organization representing contractors in commercial and industrial painting, as well as commercial glass glazing companies.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Global Brand Works?

We needed help with a rebranding effort. We’d internally decided on the branding strategy but wanted to hire a firm to create new logos.

SOLUTION

What was the scope of their involvement?

They created three different logos to support our branding identity. We have the main umbrella organization and then the two professional trade associations underneath. Global Brand Works came up with a family system of logos so that new logos can be added if we do ever expand in the future. So if additional trade associations come underneath the umbrella of Northern California allied trades, then we can add a new logo in a way that visually belongs to the existing set.

The construction industry moves quite slowly, and there’s a lot of resistance to change. Instead of having Global Brand Works help with the entire marketing strategy, I could initially get the board of directors to agree to hire them only to create new logos. Once the logos were complete, I got the green light to use them to create a brand story.

What is the team composition?

I work directly with both Caroline and Shannon (co-owners, Global Brand Works), but mostly with Shannon.

How did you come to work with Global Brand Works?

They were a recommendation from a digital marketing company.

How much have you invested with them?

To date, we’ve spent around $20,000.

What is the status of this engagement?

We started working together in September 2017 and we're currently increasing our scope of work to include the brand story.

RESULTS & FEEDBACK

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

We're still rolling out our new logos through a soft launch, but they've really put us in the new age of the industry. The logo redesign, and how the family system of logos work together, establishes us in the forefront of the construction industry. They portray a very forward-thinking image that’s more attractive to the younger generation.

How did Global Brand Works perform from a project management standpoint?

They’ve been flexible in working with us even though we've had to do things slightly backwards. They're extremely responsive via email or text, especially when there's an urgent matter that needs their immediate attention. They also made a presentation to our board of directors, which we really appreciated.

What did you find most impressive about them?

They really listen to what the client is asking for. They over-deliver, and everything they've produced so far is excellent.

Are there any areas they could improve?

I don't think so. We haven't really had any challenges.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
    They're well worth the investment.
  • 4.5 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer