We help startups create and own their categories.
We’re Gold Front, a category design studio.
We help growth-stage startups create and own their categories.
We are the only company that serves category creators end-to-end, from category strategy and messaging to brand design, UX and video.
We’ve helped Uber, Robinhood, Newsela and many more build category-defining brands.
Over our history, Gold Front has helped create over 30 categories. After we define your category POV — a strategic narrative that tells the story of your category — you'll have a North Star that guides the decisions you make about your brand, culture, and product.
Once you have a category story, we'll help you turn it into a memorable, world-class brand that expresses the drama and human experience that your company delivers to customers.
If you're interested in creating your own category, we'd welcome a conversation.
Focus
Recommended Providers
Portfolio
Uber, Slack, Google, Nike, Robinhood, Zendesk, BAND, GiftNow, Keap, Clari, Newsela, Qualcomm, SYPartners, Norton, Dolby, Eventbrite, Facebook, HP, Jawbone, Reebok, Samsung, Visa, Qualtrics, Mailchimp, Bizzabo, Treasure Data, Amplitude
Qualtrics Strategic Category POV
In 2017, we were hired by category gurus Play Bigger, to write the category strategy that launched Qualtrics as high-flying purveyors of Experience Management. As they told their new category story to the world, the company’s valuation soared from $900M to $21B in 4 years. Today, Qualtrics uses the same category narrative to express the value of their remarkable offering.
Qualtrics has always imagined a future where companies can measure and improve human experience. The problem was, the industry lumped them in with increasingly commoditized survey companies like Survey Monkey and Medallia.
We worked with Play Bigger to build a category story that matched Qualtrics’ vision. First, we painted a picture of the Experience Gap—the gap between a customer’s actual experience and what companies think the customer's experience is—that companies were currently wrestling with. We went on to tell the story of how Qualtrics, the first-ever Experience Management Platform, bridges that gap. Once the strategy was approved by Qualtrics’ executive team, it formed the foundation for CEO Ryan Smith’s category launch presentation and all other public communications to come.
RESULTS
Soon after Ryan’s keynote, Qualtrics raised $180 million in venture capital around this new category story, valuing the company at $2.5 billion. A year later they were acquired by SAP for $8 billion. They remain the category leader in Experience Management and, in 2021, IPO’d at a value of $21 billion.
Newsela Category Strategy, Brand Identity, and Website
Newsela hired us in 2017 to help them in their mission to bring K-12 reading into the digital era. We wrote a category strategy positioning Newsela as an Instructional Content Platform that teachers in every subject would want to use in their class. From there we created a new brand identity, homepage, marketing content and executive keynote speech that helped Newsela get their story out to millions of teachers and students. The year following their category launch, Newsela saw a 3471% growth, and today they’re valued at $1 billion.
When they came to us, Newsela was mostly known as a leveled reading platform for English Language Arts—but in reality, they were a platform for fresh content that could be applied to almost any subject. It was our job to set the record straight.
We held three strategy workshops with Newsela’s executives to redefine Newsela’s purpose, positioning, vision and most importantly—to design a new category. After the workshops, we created a 120 page category POV that told the story of the Reading Engagement Gap and the groundbreaking category of product that will solve it, the Instructional Content Platform.
Since Newsela’s Instructional Content Platform was all about giving students of all reading levels access to fresh content, we were sure to incorporate the idea of accessibility into their new brand design. It’s most apparent in the logomark—the cornerstone of the brand’s ecosystem—which doubles as a window into limitless content.
Finally, we helped Newsela introduce their new category, positioning, and brand to the world by working with their CEO on both his conference presentation and the internal presentation where he revealed the company’s new direction to his team.
RESULTS
Today, Newsela is continuing to transform the k-12 education landscape in over 75% of American classrooms—and are valued at $1 billion.
Clari Brand Identify and Website
Clari makes the premiere Revenue Operations Platform. They came to us after realizing that while their vision and product offering were both ambitious and progressive—their brand was not. We created their new logo, brand and website, all to position them as the category leader they are.
We started our engagement by working closely with the Clari executive team on an extensive design brief. This document would become the cornerstone of all our work, leaving no room for misalignment across the multiple launch deliverables.
After fully refining the brief, we moved on to their new logo and brand. We landed on a logo that illustrates what sets Clari apart as the leading Revenue Operations Platform. It’s both an arrow looking inward, pinpointing useful data and information, and an eye, looking into the future, accurately forecasting revenue. We took these themes of clarity and vision and used them as a basis for our brand design work.
Every aspect of the website—from UX to design to copy—all worked in tandem to position Clari as the hands-down leader of the Revenue Operations category. This includes a “Why Change?” page, which is dedicated to telling the strategic narrative of the category while also cementing Clari as the leading Revenue Operations Platform.
RESULTS
Shortly after our engagement, Clari raised $150M in Series E funding, bringing their valuation up to $1.6B.
Tesorio Category Strategy, Brand Identity, and Website
Plenty of startups are trying to build better tools for CFOs and their teams, but Tesorio’s revolutionary approach to cash flow makes them stand out from the rest. Through a series of interviews and workshops, we worked together to reposition them as the creators and leaders of the Cash Flow Performance category. We then used that strategy to create all-new brand design and a website that tells their new story to the world.
Tesorio was arguably already a category creator when they came to us—but their category lacked a name, and they didn’t yet have a strategic narrative that told their story. Through our strategy phase, we landed on a simple yet powerful truth: that when a company’s cash is working the way it’s supposed to, it’s in a state of flow. We used that truth as the crux of our strategic narrative, which positioned Tesorio as the world’s first cash flow performance platform.
When a company uses Tesorio, the result is balance and harmony for CFOs, finance teams, and their company at large. We incorporated these ideas into our design process, ultimately creating a logo that visually communicates balance and harmony. We then extended this design theme into their new brand and website.
GiftNow Category Strategy, Brand Identity, Website, and Campaigns
GiftNow is on a mission to remove the barriers between generous thought and generous action. We partnered with the amazing team there to deliver strategy, a redesigned brand and a holiday launch spot that challenged gift givers to "Gift courageously."
Video below.
GiftNow - The Exchange
Gift service GiftNow is on a mission to remove the barriers between generous thought and generous action. We partnered with the amazing team there to deliver strategy, a redesigned brand and a holiday launch spot that challenged gift givers to "Gift courageously." For our hero video, we created “The Exchange”—a holiday love story that shows in presents and in love, it’s never too late.
Sir Kensington's - Abandon All Bland
Sir Kensington’s came to us for a campaign launch following their brand redesign. We created “Abandon All Bland,” a campaign that pushes back against the bland landscape of condiments and dressings on the market today—inviting people to make an interesting choice instead.
Visit our website to see the rest of the OOH work.
BAND - What Matters Most
For their first-ever U.S. campaign, BAND wanted a video high school teams would share. We created a spot that focuses on the importance of the journey that all teams make, punctuated by the campaign line “Teams wanted.”
Plume - Inner Voices
Plume partnered with Gold Front to launch a comedic spot that takes viewers into the minds of so-called smart devices.
Keap - Quiet the Doubters
Designed to help small business owners run their businesses better, Keap offers a comprehensive suite of tools to create order and turn new leads into lasting customers. We crafted a campaign around a hero video that dramatizes something small business owners are all too familiar with—the doubters along the way who said they’d never make it.
Reviews
the project
Video Production for Marketing Automation Solutions Company
“Their level of creative thinking was exceptional. They brought us into the process, and we felt very involved.”
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 provide CRM and marketing automation solutions for small businesses, specifically service providers. I'm the director of creative and content.
What challenge were you trying to address with Gold Front?
We wanted to start a brand awareness campaign.
What was the scope of their involvement?
We engaged them to do the creative ad development for our campaign. They did the full production of a commercial shoot, from talent acquisition to post-production.
What is the team composition?
I worked with a team of five or six.
How did you come to work with Gold Front?
I made a list of creative agencies, and I found Gold Front on Clutch during my research. I looked over their portfolio, and they had the creative aesthetic we wanted for this campaign. They made the short list and won the RFP.
What is the status of this engagement?
We started working together in May 2018 and completed the project in January 2018.
What evidence can you share that demonstrates the impact of the engagement?
We had over three million views of the commercial on YouTube, and the viewer response was amazing. People who never watch ads watched it multiple times, and people sought it out. It had an emotional impact and really speaks to the struggles of a small business owner. We've built a campaign around it since with user generated content and rallying points. It's been a huge success.
How did Gold Front perform from a project management standpoint?
Most of our communication was through email. Their account manager was very responsive, and we had twice-weekly check-ins with the team. They kept us on task, and they helped us meet our deadlines. Overall, we had a collaborative working relationship. Our various stakeholders had a lot of opinions, but they navigated everything well and advocated for the best creative solutions.
What did you find most impressive about them?
Their level of creative thinking was exceptional. They brought us into the process, and we felt very involved. The production was well done, and they sourced all the talent we needed to succeed.
Are there any areas they could improve?
I can't think of anything they should improve; we're really happy with them.
the project
Video Production for Marketing Platform
"They had great technical skills, but what set them apart was their storytelling ability."
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 design manager for a marketing platform. I manage a lot of the creative production work for our business.
What challenge were you trying to address with Gold Front?
We hired Gold Front to help create a series of short videos to show the journey our customers take as small business owners and how they utilize our platform. We wanted to use the videos to emphasize the ways we help marketing efforts for various people and businesses.
What was the scope of their involvement?
Gold Front handled production from start to finish. For scouting locations and introducing ourselves to customers, we relied on them heavily to organize the logistics. For filming, they helped in crafting the story, shooting the interviews, and handling post-production work. They implemented minor motion graphics and all sound design elements.
The videos resemble a docu-series, featuring our customers and their businesses. Customers give their testimonials and the focus is to highlight their journey. We use the videos on our social media channels as well as our site.
What is the team composition?
We worked with around four people on the Gold Front team, plus their video crew.
How did you come to work with Gold Front?
Gold Front came recommended to us by a colleague, so we reached out to them. Our goal was to use a local crew from our target area, so they fit well. We awarded them the project based on their capabilities and sensibilities.
How much have you invested with them?
In total, we spent between $120,000–$130,000 on the six videos.
What is the status of this engagement?
We worked together from December 2018–February 2019.
What evidence can you share that demonstrates the impact of the engagement?
They were able to craft the story how we wanted, which helps promote our features and overall success with customers. The videos bring a human element to our business, and they’ve been very well-received since being posted online. We were happy with Gold Front’s knowledge and capabilities during the pre- and post-production stages.
How did Gold Front perform from a project management standpoint?
Their team was very communicative and responsive. We were locked in step throughout the whole project and everything ran smoothly. We were in contact frequently because they were always available. It felt like a mutual collaboration.
What did you find most impressive about them?
They had great technical skills, but what set them apart was their storytelling ability. They had a level of creativity that’s hard to find in other video production companies. They created a compelling and engaging video because of their editing expertise and innovative sensibilities. I’d definitely engage them again if we were in the area.
Are there any areas they could improve?
Overall, we were really pleased with everything they provided in our engagement. Although there were some small things, we were at peace with their team.
Do you have any advice for potential customers?
Tell them your problem and all of your big needs, and then work with them to find the solution that fits your brand.
the project
Video Production for Automotive IoT Company
“The video was well-received, both internally and externally.”
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.
Nauto is an Internet-of-Things [IoT] startup working in the automotive space. We make devices which go into different commercial vehicles, monitoring truck drivers’ safety performance and giving them alerts for driving safer.
What challenge were you trying to address with Gold Front?
We were new and had no visibility in any customer sector. We wanted to have a video representing who we were and what we could do.
What was the scope of their involvement?
They produced a video for us. They got input from our stakeholders, including business and marketing people, and created a storyboard that told the story we wanted to tell. This was translated into animations and, eventually, a video. They leveraged our corporate branding guidelines and voice, as well as illustrations, incorporating everything into a presentation. The final video is animated and has a 1-minute runtime.
What is the team composition?
There were 3 members on their side assigned to our work.
How did you come to work with Gold Front?
I received a recommendation from a friend who’d used them and enjoyed the experience. That strong endorsement convinced us.
How much have you invested with them?
$30,000.
What is the status of this engagement?
We worked with them between August and October 2016. The project took four to six weeks to complete.
What evidence can you share that demonstrates the impact of the engagement?
The video was well-received, both internally and externally. It was the first time that even our own employees had a chance to understand what the overall company proposition was and how we wanted to move forward. As a startup, we have many ideas and want to accomplish a lot. The video brought all the different voices into one.
However, the video was not completely in-line with our customers’ expectations, but this came from misdirection on our side. If we are to talk about a return on investment, the video content itself wasn’t the most effective.
How did Gold Front perform from a project management standpoint?
They were professional, prompt, and solicited feedback or input when it was needed. If, as amateurs, we didn’t understand the implication of an idea, they were able to course-correct or nudge us to a place where we could stay within budget.
What did you find most impressive about them?
They’re pleasant to work with, creative and patient.
Are there any areas they could improve?
Nothing that I can think of. I would definitely use them again if we had another project of this kind.
Do you have any advice for future clients of theirs?
Clients should leverage their creativity. They can come up with a lot of great ideas.
the project
Brand Re-Launch for EdTech Company
"They challenge us to think creatively about the questions we are trying to solve."
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 a product marketing manager at Newsela. We are an instructional content platform for K—12 schools. We provide engaging content with integrated assessments and insights that schools and districts use in their classrooms for teaching elementary, middle, and high school students. Our platform is unique because it offers an enriched reading experience, with all content is available at five different reading levels making it accessible to every student within a class. It is fresh content that is published on a daily basis, that is really engaging for students.
What challenge were you trying to address with Gold Front?
A year ago, if someone were to ask one of our employees what Newsela is, there would have been five or six different answers. We were all over the board in terms of how we described who we are and how we positioned our product.
Right now is a crucial time in our company history, because we have grown a lot and expanded what we offer. We realized that we needed to hone our brand and our positioning, and reached out to Gold Front to help us with that.
What was the scope of their involvement?
The first deliverable we received from Gold Front was a landing page that was an overview of our organization.
Gold Front also did full-service brand work for us. They helped us to really hone our positioning by working on positioning statements, and they helped us identify and name our category in terms of how we describe ourselves, and ultimately provided us with an entire brand guide for our identity including a new logo, new website elements, updates to fonts, as well as sales pitch deck.
Gold Front totally redesigned the look and feel of all of our emails, which is a major channel for us. They helped us implement that code so that we were up and running with our new email.
They also worked with us on a brand video that we used immediately. The video is on our website, and it is also used in our outreach to prospective customers. In addition, we worked with them on a bit of a naming exercise for a new feature that we rolled out, where they helped us with a high-level approach to naming new features, and then nailing down the name of one specific feature.
How did you come to work with Gold Front?
Our VP of Marketing was referred to them through a former colleague. We did look at about three or four agencies, but Gold Front was so responsive and passionate about our company. They immediately started presenting really fun ideas to us, and ways that we could think about our problem. We knew we needed to go with Gold Front.
How much have you invested in them?
This information is confidential.
What is the status of this engagement?
We started working together in November 2016, and the work was completed in June 2017. We have plans to work with them again in 2018 for some smaller brand requests such as icon work.
What evidence can you share that demonstrates the impact of the engagement?
Our goal in changing some of our core landing page and website experiences was to "do no harm", and the process was completely painless in the end. It was a visual upgrade that had no negative impact on our user acquisition. We are still observing what positive impact these changes will have.
On the first day we released our brand video, we received more shares than on anything else we have ever posted on our social media channel. People were excited about it, it was inspiring, and people were talking about it. At education conferences, teachers chase us down asking for swag because they loved our new logo so much.
How did Gold Front perform from a project management standpoint?
Gold Front is so fast. We used email, Slack, and Google docs for most of our collaboration and communication. They did a really great job of making sure that we are both on the same page regarding the scope of the project. They broke the project down into specific delivery dates, and then checked with us to make sure that the dates all aligned with our expectations. They made sure that the schedule is all set up before they start working on the project, and were really good at keeping those dates, or communicating very openly, ahead of schedule, if there was something that is going to be missed or changed. They consistently delivered on time, or ahead of schedule.
What did you find most impressive about them?
They are very collaborative. When we request something, they listen; they are a great partner in that sense. When we suggest something, they challenge us to approach problems differently, based on what they have seen in different industries or with different clients. They challenge us to think creatively about the questions we are trying to solve. They don’t just execute projects. They are more than designers; they guide you through how you should think about a brand or positioning problem, and then deliver above expectations.
Are there any areas they could improve?
Based on timing from both sides, there was a change in who our main point of contact was. They handled it very gracefully, but changing points of contact are not ideal. That would be the only thing I would change; however, they did handle it very well
the project
Marketing Video for Medical Startup
"The fact that we were able to give feedback and it was turned around very quickly was a major plus."
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 medication-experience startup focused on improving the way people take and receive their medication. I was chief product officer, but I am no longer at the company as of a few months ago. The company has been acquired.
What challenge were you trying to address with Gold Front?
The medical industry is incredibly complex with a lot of different players. The solutions for that space typically have a lot of components and moving parts to them. The simpler the solution is for the customer, the more and more complex behind the scenes.
What we needed to do was explain our product and our offering in the shortest period of time as possible, so that we could then get into the details of our project and show off the amazing user experience to our customers and potential partners. The brief was to finalize all of the complexity and system-level design work that we had done, which explains what this medication experience system. That would allow us to do the demo and explain our product and offering.
What was the scope of their involvement?
Gold Front's work took place about two years ago, and the product has changed dramatically since then. They did a lot of the initial creative work around a video that we used in the initial fundraising, product explanation, and demonstrations to our main sort of corporate partners.
Gold Front is the only supplier we worked with on this solution. The scope of their project for us was to create a 90-second video that summarized the entire experience for both the patient and the doctor through this system. The final deliverable was a 90-second video, with motion graphics (not live action), voice over, animation, and sound and music. The full intent of the video was for fundraising and sales channel materials for our partners. It could be used by our customers and partners as a provider portal explainer for what this service was that they were offering.
Gold Front made everything from scratch with some storyboard work done by myself. That only involved some rough conceptual flows that we then worked with them to develop into an actual story. They worked on the framing of the story and then took it all the way to completion. The project was a 2-month sprint.
What is the team dynamic?
We had an animator, and Evan [Associate Creative Director, Gold Front] managed the project and did a lot of the writing. Josh [Creative Director, Gold Front] was also present in meetings and walked us through the creative directions that they were considering. We had a team of 2 or 3 on this project.
How did you come to work with Gold Front?
San Francisco is a small, creative community. While there are several creative agencies that we could have worked with, we interviewed three or four different video production teams that had various spectrums of size points and production quality. I knew Evan [Associate Creative Director, Gold Front] through a friend, and we ended up speaking with them.
They proposed something that was in the middle range of our budget. Most importantly, they were receptive to working with a smaller company like ours and they were willing to discount the first video in exchange for work in the future. They had a longer term outlook on our partnership, which we really liked. They were able to flex and move quicker than some larger agencies.
How much have you invested with them?
This information is confidential.
What is the status of this engagement?
The work lasted from November 2015 until December 2015.
What evidence can you share that demonstrates the impact of the engagement?
The video was a very targeted use case and wasn't something that would be spread on social media. It was great for our specific context and everyone that we sent the video to had continuing conversations with us afterward. There was also a great response from all of the clients I sent it to. It dramatically shortened the time required to explain our product. We used the video instead of having to have some very awkward, long, 30-minute conversations explaining what we do.
It was a very simply-packaged means of conveying a lot of complex information in a short period of time. It helped us get our foot in the door with a some of our big investors.
How did Gold Front perform from a project management standpoint?
It was great. We had a very tight timeline for this because we needed it for a specific round of fundraising. Gold Front did a really good job of setting a realistic timeline and hitting the dates that we wanted to hit. Our team is very design-oriented and product-oriented. We probably spent a lot more time with them than a typical company, but that resulted in a product we’re really happy with.
The fact that we were able to give feedback and it was turned around very quickly was a major plus. That mainly came out of the fact that Evan [Associate Creative Director, Gold Front] was really on top of managing the team and making sure that the work was being delivered on the days it was supposed to. We interacted weekly with text messages in between and check-ins if questions needed to be answered. We didn’t use a project management tool, but communicated through email and text messages.
What did you find most impressive about them?
We really liked that they were willing to go toe-to-toe with us on some of the design. We were a very design-oriented group, and they really enjoyed spending time with us going over the details. They were willing to push and tweak the video as opposed to saying, “Here’s the deliverable. I hope you’re happy with it. This is our creative vision executed upon your prompt.” Instead, it felt very collaborative. They were eager to see the hardware prototypes and talk through the larger experience. We certainly spent more time with them than we needed to in a very positive way. We would sit around their office and chat through the larger system and the long-term plan. It showed that they were thinking about it more on a holistic level as opposed to just a one-and-done project, which I really appreciate. It’s hard to find that.
Are there any areas they could improve?
Especially for the scope of the project and the timeline, they exceeded my expectations. The one comment I would have would be the quality of the animation contractor but, based off of the timeline and what we had scoped, it was in line with our expectations. I would definitely hope in the future we could see multiple animation styles or contractors before selecting on one. Her style was not necessarily the exact thing we were visualizing.
the project
Branding for Chemical Company
"Gold Front matched us quite nicely."
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.
Origin Materials is a chemical process development company. You can think of us as a small version of Dow Chemical or Dupont from a hundred years ago. I’m the CEO and one of the founders.
What challenge were you trying to address with Gold Front?
Our profile was about to be raised due to work some of our partners were doing. We needed to get our company prepared to handle that. That included a name change, a new website, and a new visual and branding design. We wanted to prep our brand for the public eye and reinvent our brand a bit.
What was the scope of their involvement?
We’d been thinking about the naming piece for a while, so we had some general sketches but nothing specific. For the most part, Gold Front did it soup-to-nuts. We wanted to rename the company; we needed a new website, we needed a new visual identity, and we needed it all by spring of this year. We knew there was going to be a big press release, so we needed to make sure we had an interim site, the name, and at least part of the visual identity locked down by that time. Gold Front put together everything.
In addition to the new name, logo, and website, Gold Front also gave us quick and usable blurbs that help the company describe and position itself in the greater marketplace. They did a good job putting these together. They ran a workshop, talked to all the executives, and spent a lot of time with my co-founder and me. We worked through how we see our position in the marketplace, how we view our advantages, and how we support those. Gold Front characterized that in a way that is crisp, detailed, precise, and compelling. They gave us a substantial set of materials, including examples of a visual identity.
The interim website was the one we needed to get up quickly, and they’ll be finished with the complete website within a couple of weeks. We’re not a very consumer-facing organization, so our website is a spot for people to land and see that we are a real company. Secondarily, it helps in our talent acquisition. There wasn’t any complex functionality. It needed to be crisp, clear, professional, and represent our identity. Gold Front did all the design and development.
In addition, we’ve had some conversations about marketing, but that wasn’t part of the original scope.
How did you come to work with Gold Front?
We were intending to rebrand and rename the company for some time, so we had information on companies that would be appropriate for this project. Gold Front was one of those. I know a creative director at Gold Front. We asked various companies to put together proposals, and we did a bidding process. Gold Front impressed us, and they ended up winning the bidding process.
How much have you invested with Gold Front?
We’ve invested $80,000 in total.
What is the status of this engagement?
We began working together in August of 2016, and the relationship is ongoing.
Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?
We don’t yet have specific statistics to Gold Front's work. We’re very pleased with the way the work was done. We’ve gotten a very positive reception of both the new name and the visual design. We’re very pleased with both internally.
How did Gold Front perform from a project management standpoint?
Gold Front has done a really good job. They have been very clear about the deliverables. They’re very good at making sure they deliver, and the schedule has been kept. The one exception is that the website is taking a little longer to get up, but that’s because we decided to have additional work done on it. They were very clear about how that affected the project and what the cost-benefit analysis was. We’ve been using Google Docs.
What did you find most impressive about Gold Front?
We chose Gold Front over other companies due to the range of industries they seem to be able to cross. We’re a chemical company, and that’s not a straightforward story to tell. I think they’ve done a good job on that with some of their previous work. They didn’t need something cute and happy or easy to describe in order to set a good tone. We wanted to ensure that the organization we hired for this project could deal with heavy industry in an effective way, and I think Gold Front has done a good job of it. They’re flexible, bright, earnest, and hardworking, which we really appreciate. Their size is also a good fit. We like our contracts to be sufficiently large for an organization, so they feel that they have real skin in the game, but not so big that they’re entirely dependent on us. Gold Front matched us quite nicely.
Are there any areas Gold Front could improve?
I’m sure there are, but I can’t identify anything. We’re very happy with what Gold Front did. They were good at moving us along through the process.
the project
Branding and Web Design for Parenting IT Company
"They helped bring out what we aspire to in our brand."
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 Nanit, and we launched a next-generation baby monitor in June of 2016. I am the acquisition marketing manager. I handle all paid and organic acquisition of the company.
What challenge were you trying to address with Gold Front?
We had an idea of our brand and some packaging concepts. We needed to figure out exactly what our brand looked and sounded like. We were still stealth at the time, so there was a bare-bones landing page up, but we didn’t have any presence in the world.
What was the scope of their involvement?
Gold Front was tasked with creating our presence for launch. This included nailing down exactly what our brand looked and sounded like and creating a two-minute launch video to show the world who we are. They also designed and developed our entire launch site from scratch and did all the copy for it.
Gold Front helped to strategize and create an outline for the video. They thought strategically about what parts of the product we wanted to talk about and demonstrate in the video. They helped us create the actual script, not only with what you see in the video but also the voiceover script. The finished product is something you can watch and really understand our product. They pretty much handled all of it.
Gold Front started from scratch on the website. We went through the wireframe process with them, the initial designs, final design, and then copywriting. They built the website on top of a CMS [content management system] and trained us on how to use it. They integrated the backend of the site with our e-commerce shopping cart. They made sure users could land on the home page, place an order, and go all the way through to checkout, and have it be a consistent and beautiful experience.
We already had a logo, but we consulted with Gold Front in regards to certain aspects of product naming. They ensured that the website had the ability for us to control what was important from an SEO [search engine optimization] standpoint. In the CMS training, they showed us exactly how to work with those fields.
Since the launch, we’ve continued working with Gold Front on other projects. We’ve enlisted their help for our pitch deck for fundraising. We also have them helping with some packaging projects. All projects are in the design and creative category.
How did you come to work with Gold Front?
We were evaluating several agencies, mostly based on references and examples of prior work. We were fans of some of Gold Front’s existing work with other clients.
How much have you invested with Gold Front?
This information is confidential.
What is the status of this engagement?
We started working with Gold Front in February or March of 2016, and the work is ongoing.
Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?
We were launching a product direct to consumers as a pre-order, so we needed people to understand and trust our company. There is a whole host of concerns you need to get over to sell a product to someone who doesn’t know who you are. We feel that Gold Front’s design really made our brand look extremely professional. Their design captured our target customer, so we were able to look like a cutting-edge brand, which matches the technology in our product.
The potential partners and retailers we spoke with complimented us on our website and had nothing but praise about how our brand, website, and video looked. I don’t have hard data to back that up, but we’ve gotten no complaints.
How did Gold Front perform from a project management standpoint?
Gold Front's team is really on top of it. They hold you accountable to what they need from you, and they hold themselves accountable. They don’t miss deadlines. They lay out a roadmap for the project and follow it. They have a very clear understanding of what needs to be done to keep a project moving and to complete it. They perform admirably in that aspect.
What did you find most impressive about Gold Front?
The creative vision of Josh [Creative Director, Gold Front] and his team and the sheer brilliance of their copywriting is really second to none. They helped us understand exactly what our brand sounded like. The copywriting work they did for us has been extremely important. We needed to come off as friendly, trust-worthy, and science-based, and they nailed it. They did an amazing job. They gave us a lot of options and built our brand into a collaborative experience. They helped bring out what we aspire to in our brand.
Are there any areas Gold Front could improve?
I don’t have any complaints.
The commercial was viewed over three million times, and the viewer response was resoundingly positive. Gold Front created a product that had an emotional impact and resonated with entrepreneurs. They were responsive and kept the project on target.