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. Our specialties are:
Brand Platform
Brand Architecture
Employer Brand
Internal Brand Activation
Design (logo and visual identity system)
Messaging and Brand Story
4 Languages
- English
- Portuguese
- French
- Spanish
1 Timezone
- PST

headquarters
Brand Management for PayPal
the project
"They were personable, willing to listen, and committed to our success."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I'm the former senior director of branding at PayPal.
What challenge were you trying to address with Global Brand Works?
Wanting to increase the bandwidth of our global brand team, we hired them for brand training, brand governance documentation processes, and other brand management disciplines.
What was the scope of their involvement?
They started out by speaking with stakeholders at PayPal to better understand the onboarding process. That allowed them to design an internal onboarding module for the brand that organizes how we get new hires acclimated and educated to our company. They wrote the module in three different formats. They delivered a webinar, a training presentation deck, and a PDF, all of which worked together.
Following that effort, they focused on brand governance, looking after the consistency and usage of our brand. Based on their findings, they trained people on how to execute brand governance across the business. In that effort, they helped all of our business units around the globe.
At the time, we had a centralized brand organization and wanted to better centralize marketing for discipline and consistency around managing the use of our brand. The bigger objective was our own brand goal which was to be a top-100 global brand. Eventually, we were aiming to be a top-50 global brand.
Managing audience understanding of the brand and fostering internal pride for the brand were both achieved through their onboarding module and brand governance work.
What is the team composition?
I worked with Caroline (Co-Founder) and Shannon (Co-Founder).
How did you come to work with Global Brand Works?
They were referred to me by a colleague in consulting. He used their services to get high-quality brand work done quickly. The real selling point of Global Brand Works is both Shannon and Caroline had backgrounds in working for a large matrix organization in both marketing and non-marketing capacities. They seemed to have empathy for clients, strong marketing decision-making skills, and the ability to execute thoroughly on a budget.
They really share the mindset with organizations like PayPal, understanding how effective marketing can turn habits into customs and the difference marketing makes for a brand. That mentality helps the brand, employees, our evaluation, and customers.
How much have you invested in them?
We spent between $200,000–$500,000.
What is the status of this engagement?
We started the collaboration in March 2015, and they're still engaging with PayPal. They helped with different projects throughout the years as well.
What evidence can you share that demonstrates the impact of the engagement?
We used to give surveys at the end of every training session and seminar on brand engagement. After their work, we received predominantly top-box scores. The brand session was usually the top-scoring session at the onboarding training, and we also received positive feedback on the webinars.
Our team did brand engagement sessions cross-functionally, but they always scored highly for usefulness, effectiveness, enjoyment, content, and purpose. Those were the five areas that we measured.
How did Global Brand Works perform from a project management standpoint?
They're very flexible and understand that timelines can change our end. Because of that knowledge, they expressed empathy for our decision-making process. They're also skilled at devising creative solutions to problems. Depending on our timeline and budget for specific work, they're able to offer a range of solutions that give the business flexibility.
What did you find most impressive about them?
They are like part of the team, working in our office, and striving to understand our overall business processes. In that effort, they were close with the HR team to ensure the onboarding module aligned with their vision.
Throughout, they took a great sense of ownership in their work and the success of stakeholders. They were personable, willing to listen, and committed to our success. From the start of the engagement, they were standout team players.
Are there any areas they could improve?
There were times when they could have been more proactive about the next step of a project rather than waiting on a brief from us. To be fair, they were trying to be considerate of our budgets and timelines in waiting for our signal.
Do you have any advice for potential customers?
They were brilliant at giving us instant bandwidth, behaving like part of the team. Their ability to largely onboard themselves to the project and company took the worry off our shoulders.
Because they're a small agency, there isn’t an enormous amount of wasted overhead. Both Caroline and Shannon can add a sense of seniority to the project and also know every brand hack in the book for companies wanting to stretch their dollars. Their resourcefulness is great for clients on a budget.
Focus
Portfolio
PayPal, SFMOMA, Equinix, Kettle Brand Potato Chips, Appnovation, LifeLock, Bank of the West, American Express, GoGreen Agriculture, Charles Schwab, HRMI, Pro Unlimited, Sutherland, Veritas, State Street Global Advisors, Yodlee, Vantiv, Paychex, Vesta, Xpanse by Xponent, Aliro by Lendkey, Monticelli, Newsbreak, Katie Raffetto Interior Design

Equinix: Development of the Employer Brand
Development of the Employer Brand entailed extensive global quantative and qualitiative insights, competitive report, internal surveys, interviews, and workshops. We delivered talent acquisition values, benefit pillars, personas and messaging, which is now live on their new carreers page.
Here is a summary case study of the project:
https://globalbrandworks.com/work/defining-the-employer-brand-for-equinix/

PayPal - Internal Brand Activation
PayPal is one of Global Brand Works' biggest and most consistent retainer clients. Initiatives include: Brand Governance, Value Proposition Messaging, Brand Story, Internal Communications, Internal Brand Training, Onboarding Content Development, Change Management, and Naming. Here are some examples of our work:
https://globalbrandworks.com/work/a-scrolleytale-about-the-future-of-work/
https://globalbrandworks.com/work/redesigning-a-global-onboarding-exercise-for-paypal/
https://globalbrandworks.com/work/naming-messaging-and-promotion-of-a-new-internal-product-development-tool-for-paypal-teams-panorama/

SFMOMA Brand and Culture Activation
Brand Strategy, Internal Brand Engagement, Research (Internal and External) Strategic Consulting, Internal Brand Values Training, Advertising Creative. To quote our client, we created the museum's "top performing digital campaign," which helped the museum reopen after the pandemic. More detail at the following links:
https://globalbrandworks.com/work/our-top-performing-creative-helps-sfmoma-reopen/
https://globalbrandworks.com/work/all-voices-matter-an-example-from-our-work-with-sfmoma/

Creating a new brand - Xpanse
For this disruptor brand we developed everything from scratch: research, brand architecture, name, logo, logo animatin, and visual identity.
Copy and paste the below link for the full story:
https://globalbrandworks.com/work/introducing-xpanse-a-brand-built-from-scratch-which-is-disrupting-an-established-category/

Developing a brand from scratch: Aliro by Lendkey
We created this brand from scratch: Research, Brand Architecture, Naming, Logo Design, Animaiton, Visual Identity, and Guidelines.
Find the full story here.

Malwarebytes - Visual Identity Refresh
When the team at MalwareBytes approached us, they were scaling fast and they knew that growing the brand was just as important as growing the company.
The brand stood for good things like trust and quality in people’s minds but it had not been showing up consistently. The brand initiative was not an effort to redefine who they were, rather, to put a sharper focus on how they looked, what they said, and how they said it.

Kettle Uprooted - Naming and Visual Identity
Kettle brand chips needed brand support leading up to the launch of their line of vegetable chips. Global Brand Works provided not only the lighthearted and memorable name, but also the brand's architecture, logo design, and packaging design. Find a bit more on our blog:
https://globalbrandworks.com/work/kettle-uprooted/

Sutherland - Rebrand
Sutherland came to Global Brand Works to help take their corpporate branding to the next level. Global Brand Works provided Brand Strategy, Customer Insights, Logo Redesign, Visual Identity and Guidelines, Brand Book, PowerPoint Template, and Business Card Design for the brand.
Find the full story here.

Developing the brand for Livin' Quality
For this "brand in a box" client, we developed the brand strategy, messaging, logo, visual identity, and guidelines.
Find the full story here.

Appnovation - Rebrand
Research, Brand Strategy, Messaging, Brand Architecture, Logo Redesign, Visual Identity & Guidelines
Find the full story here.
Reviews
the project
Branding Strategy for Security Software Company
"The experience from the team is fantastic, and they did a very good job making sure this was as seamless as possible."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
Malwarebytes is a security software company that serves both consumers and businesses with endpoint security and protection. I am the VP, Global Demand Generation and Experience which leads brand, campaigns, demand gen/field marketing, and creative services.
For what projects/services did your company hire Global Brand Works?
We needed assistance articulating our brand strategy, including all attributes, characteristics, narrative, and direction. .
What were your goals for this project?
We required quick action, a team that had a solid breadth of experience, and the flexibility of a group that could act as an extension of our internal team. The deliverables were a documented brand strategy along with written corporate and business-it narratives.
How did you select this vendor?
Their experience ranges from large and small brands, technology and packaged goods and everything in-between, demonstrated Global Brand Works' ability to apply rigor along with strategic and bespoke adaptation to true brand articulation. I have worked with Global Brand Works in the past, and knew their capabilities were just what Malwarebytes needed.
Describe the scope of their work in detail.
We hired Global Brand Works to lead us in a rebrand with a super-fast timeline. They developed an approach that gave our senior leadership confidence in the process and outcome. From the start, they quickly understood our culture and the requirements for the project. To lay the groundwork for the initiative, they conducted a competitive audit, a best practices report, a listening tour, and facilitated an inspirational workshop which resulted in a distinct and precise brand strategy. That was the foundation for our new, flexible visual identity.
Because of their insight and knowledge, we now have the useful and practical tools to grow and protect our brand: mission, equities, benefits, personality, story, purpose, key messaging by target audience, and visual identity guidelines. Shannon and Caroline are also fun to work with – they are more like an extension of our team rather than an external agency!
What was the team composition?
I worked with both founders, Caroline and Shannon.
Can you share any outcomes from the project that demonstrate progress or success?
We had great feedback from the executives, who really valued both their experience and the "outside in" perspective. Additionally, our roll-out of the new visual identity has had high praise throughout the company.
How effective was the workflow between your team and theirs?
We did put in some time to articulate the process, and the timeline associated. We made sure we rolled that out to all involved executives, which was essential given the busy schedules. Once we had the key components and decisions, the back and forth with the agency went really well.
What did you find most impressive about this company?
The experience from the team is fantastic, and they did a very good job making sure this was as seamless as possible. They also did an outstanding job project managing it all to keep things on track. Finally, they are professional and diplomatic. With brand work, it can be an emotional time with strong opinions-- they navigate this very well.
Are there any areas for improvement?
None the comes to mind.
the project
Visual Branding & Naming Services for Global Tech Project
"Their team showed flexibility, accommodating changes along the way."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I am the Branding Manager for a Global Standards Industry Organization.
What challenge were you trying to address with Global Brand Works?
We needed a very demanding, globally acceptable naming and visualization for our global technology product.
What was the scope of their involvement?
We hired Global Brand Works to name and visually brand an exciting break-through, global technology product. It will be used across multiple industries in potentially every country in the world. GBW generated an abundance of viable options that ranged from evocative to descriptive, and a very impressive thorough report for the finalists. It helped us evaluate the output in terms of trademarking, domain availability, social media handle availability, pronounceability, and readability.
What is the team composition?
There are about 10 people working on our account.
How did you come to work with Global Brand Works?
We awarded them the work as they offered the most value for the project.
How much have you invested with them?
We spent between $10,000-$40,000.
What is the status of this engagement?
We started to work mid-2019, and collaboration is ongoing.
What evidence can you share that demonstrates the impact of the engagement?
Their thorough final report helped us to successfully decide what names to carry to legal review and pass it for most of the names.
How did Global Brand Works perform from a project management standpoint?
They were on top of the project and were very fast and professional. They also showed flexibility with changes on our side. They did a very good job with time management. We had some F2F meetings, but also communicated over web calls. They worked fast and professionally to deliver a very thorough report. The team showed flexibility, accommodating changes along the way. They did a great job with the global scale of the project. My advice would be to be open about your needs and communicate everything needed for them to offer ways for navigating through the changes.
What did you find most impressive about them?
All the options they gave us were great. They were very thorough with their reports. Their team showed flexibility, accommodating changes along the way. They did a great job of thinking about a global audience.
Are there any areas they could improve?
No, they did a great job.
Do you have any advice for potential customers?
Be open about your needs or changes along the way. They will accommodate as long as you communicate everything as needed.
the project
Employee Onboarding Content for Global Brand
"I enjoy working with Global Brand Works as they are responsible, efficient, and personable."
the reviewer
the review
The client submitted this review online.
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.
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.
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.
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
the project
Strategic Brand Refresh for Digital Consultancy
"They were really able to provide us a great look at ourselves, both objectively and subjectively..."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
VP of Global Marketing at a mid-size digital consultancy.
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.
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.
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.
the project
Brand Governance for Global Fintech Company
"They're very creative and flexible in their approach and have great relationship building skills."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I oversee brand engagement and governance for a global tech company headquartered in San Jose, California.
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.
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.
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.
the project
Branding & Naming for Human Rights Nonprofit
“The team is lovely to work with and consistently hit the mark.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
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.
What challenge were you trying to address with Global Brand Works?
We needed branding and a name for our organization.
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.
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.
This review was updated by the client on February 19, 2020. The original star ratings were: Overall – 4.5, Quality – 4.5, Schedule – 4.5, NPS – 5. New content is below:
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Global Brand Works?
Global Brand Works originally developed the logo for our organization. We’ve recently contracted them again to continue evolving our brand with our organizational development.
SOLUTION
What was the scope of their involvement?
They primarily focus on building out our brand architecture. Since the first engagement, we’ve developed a new product called Rights Tracker, which is a separate website. But the site only has our logo with “Rights Tracker” next to it, so we wanted to develop the brand properly.
Global Brand Works suggested multiple options to pursue, including rebranding our organization entirely as “Rights Tracker” to positioning it as a separate but connected brand. Other approaches would be to make the logo a wordmark.
We’re now at the stage where we’re narrowing down our options to the top two. Then, we’ll work with our designers to create mock-ups for the Rights Tracker website before making a final decision.
At the same time, we’re also revamping the Human Rights Measurement Initiative website, so Global Brand Works is liaising with our developers and designers there, too.
What is the team composition?
We're still working with Shannon (Co-Founder, Global Brand Works) and Caroline (Co-Founder, Global Brand Works), and now there’s Lori (Creative Agency Account Manager, Global Brand Works). They also have a number of consultants who give input on different parts of the project, but we don’t meet directly with them.
How much have you invested with them?
We’ve probably spent close to $30,000 this year. The consultancy work has cost about $2,000 per month. As for the brand architecture work, it’s been about $10,000.
What is the status of this engagement?
We brought them on the project in December 2019 for the Rights Tracker rebrand, and things will be ongoing for the foreseeable future.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
It’s too early to talk about results, but it’s been really great. The team is lovely to work with and consistently hits the mark.
How did Global Brand Works perform from a project management standpoint?
The communication has been the same as before. I primarily engage with Shannon over Zoom, which allows us to share our screens and run through the different options.
the project
Designs, Branding & Messaging for Consultancy
“I valued the collaborative aspect of the project; they incorporated our ideas and made us feel heard.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
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.
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.
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.
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.
the project
Branding & Positioning for Data Aggregation Provider
“They took the time and made sure their work was bulletproof.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
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.
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.
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.
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.
the project
Branding & Visual Identity for Process Transformation Organization
"[W]e love what they helped us build and I would absolutely work with them again."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
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.
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.
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.
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.
the project
Branding for Financial Services Company
“They inherently knew what our brand needed and what it would take to succeed.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
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.
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.
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.
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.
With their seminars rated highly for usefulness, effectiveness, enjoyment, content, and purpose, Global Brand Works thoroughly impressed the client. They have remained empathetic to their partner's dynamic timelines during the engagement and consistently offer creative solutions.