IN GOOD CO

BACKGROUND

Please describe your company and position.

I am the Vp, Marketing of LightForce

Describe what your company does in a single sentence.

Manufactures and sells personalized 3D-printed braces. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire IN GOOD CO to accomplish?

• Refresh our brand identity
• Create new core messaging and value props
• Align our product offering within our new brand identity and messaging
• Refresh critical sales and marketing assets within the new brand identity

SOLUTION

How did you find IN GOOD CO?

Online Search

Why did you select IN GOOD CO over others?

• Pricing fit our budget
• Great culture fit
• Good value for cost
• Company values aligned

How many teammates from IN GOOD CO were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

As an early-stage company experiencing rapid growth, we recognized the need to evolve our brand identity and messaging to cater to a broader audience while preserving our core differentiated identity and offerings. With increasing budgets, it became crucial to refine our identity and messaging to maximize the effectiveness and efficiency of our marketing investments. 

We partnered with In Good Co. for this pivotal project, and they ensured every aspect of our brand was thoughtfully aligned with our market expansion goals. Key deliverables included a comprehensive brand strategy, concise and compelling Value Propositions, revamped messaging guidelines, and a implementation plan to ensure seamless execution across all marketing channels.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The project delivered several measurable outcomes that underscored its success. Notably, we saw a reduction in customer acquisition costs and a boost in engagement metrics, both of which have been instrumental in our company’s exponential growth. 

Additionally, our revamped branding and messaging have become powerful tools in recruiting new talent, setting us apart as the coolest company in our sector. This strategic enhancement of our brand identity and messaging not only allowed us to resonate more deeply with our target audience but also played a critical role in securing a significant investment led by Kleiner Perkins.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

I was absolutely shocked at how fast their team was able to move and with such quality and focus toward our goals. 

What was your primary form of communication with IN GOOD CO?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

The combination of incredible customer service, really thoughtful guidance (they're not afraid to push back), exceptionally clever and powerful work (I'm a massive stickler in this area too), and of course their cost are very reasonable considering their impact on our business.

Are there any areas for improvement or something IN GOOD CO could have done differently?

If there were any areas to be improved, it would probably be with me and how I wish we would have tapped In Good Co. to help bring this new identity into other areas of our marketing efforts. That ability was stunted by circumstances out of their control. 

BACKGROUND

Introduce your business and what you do there.

I’m the owner of Elysia Life Care.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with IN GOOD CO?

We were looking to establish ourselves as a brand.

SOLUTION

What was the scope of their involvement?

IN GOOD CO handled our branding needs. They helped us develop our brand identity and messaging. They also designed all our brand assets, including our logo, color schemes, font, images, presentations, business cards, etc.

What is the team composition?

We worked with 3–4 people from their team, including Kirsten (President & Founder).

How did you come to work with IN GOOD CO?

I met Kirsten in a business program.

How much have you invested with them?

We spent around $50,000–$200,000.

What is the status of this engagement?

We worked together on this project from January 2018–June 2019.

RESULTS & FEEDBACK

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

Overall, IN GOOD CO did an excellent job of helping us develop a cohesive brand. We weren’t easy to work with, but they really did their best to work with us. Also, our clientele and teammates complimented their outputs.

How did IN GOOD CO perform from a project management standpoint?

They managed the project very well. They always communicated with us and followed an organized process. They would usually send us a deliverable to review, and then we send it back to them along with our feedback.

What did you find most impressive about them?

Their creativity was impressive; they were able to help us come up with a unique voice and image for our brand.

Are there any areas they could improve on?

I don’t have any constructive feedback for them — they were wonderful to work with.

Do you have any advice for potential customers?

Engage with them and make sure to utilize their creativity and branding expertise.

BACKGROUND

Introduce your business and what you do there.

I’m the former chief marketing officer of a restaurant group.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with IN GOOD CO?

We had created a fast-casual brand, but we hadn’t fully fleshed it out. We hired them to help us create an official brand guidelines book. 

SOLUTION

What was the scope of their involvement?

They started by interviewing key stakeholders in the brand to get a better understanding of who we are. They came back to us with some tweaks to the branding and ideas for building it out in terms of colors, advertising, packaging, signage, and more. They also helped us with branding for our website and email templates. We ended up with a 40-page brand book. 

What is the team composition?

I worked with a team of around three people including Kirsten (President & Founder). 

How did you come to work with IN GOOD CO?

I think they were recommended to me. I chose them over the other companies that were considered because they had a strong understanding of our organization and put a lot of effort into their proposal.

How much have you invested with them?

I think we spent around $25,000–$50,000. 

What is the status of this engagement?

We worked together for about six months in 2016.

RESULTS & FEEDBACK

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

Everyone was really happy with the direction that they took us. They added very important aspects to the brand. They respected the original intention of our brand, but added things we hadn’t thought about. 

How did IN GOOD CO perform from a project management standpoint?

They performed very well. They were always transparent with things. They set deadlines and they met them. It was clear that the team was passionate about their work. They only take on projects that they believe in. As a result, they were really enthusiastic about the work. 

What did you find most impressive about them?

Their enthusiasm and innate understanding of what we were doing were impressive. 

Are there any areas they could improve?

Not really, we were all very happy with what they did for us. 

Do you have any advice for potential customers?

Just be honest and transparent with them about what you need, who you are, and what you think your faults are. 

BACKGROUND

Introduce your business and what you do there.

I’m the former SVP and CMO of OneMain Financial, a loan institution.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with IN GOOD CO.?

When I was working at the institution, there were 1,600 branch offices with no uniform brand. My job was to create a unified, consistent brand across all touch points, and IN GOOD CO. was a key component in helping with the retail footprint and customer experience. 

SOLUTION

What was the scope of their involvement?

IN GOOD CO. took a look at the campaign we were running and extrapolated from there to build more campaign messaging for us. They developed creative concepts and designs. Most importantly, they developed a consumer experience strategy in-branch.

The team mapped out the entire customer experience, whether it was online or in-store, and helped us identify where the key touchpoints were and where there were inconsistencies. From there, IN GOOD CO. developed ways of defining around those inconsistencies and making the experience a really pleasant and positive one.

What is the team composition?

I worked with five people, including Kirsten (President & Founder). I also worked with Christina (Co-Founder and Chief of Ideas), Alex (Creative Director), Lizzi (Designer), and Jen (Head of Client Happiness), who acted as our day-to-day interface.

How did you come to work with IN GOOD CO.?

I was looking at a bunch of different options, but wasn’t finding the right fit. A colleague of mine had seen IN GOOD CO.’s work and was impressed with them, so she put me in touch with Kirsten. I met with her and saw their credentials, and it was just a natural fit. 

How much have you invested with them?

The total cost was about $200,000. 

What is the status of this engagement?

We worked together from October 2017–July 2018.

RESULTS & FEEDBACK

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

First and foremost, we were impressed with how well IN GOOD CO. could take the brand idea we had and figure out what it would look like in reality and in our branches. It was amazing, and helped lift everything else we did, from advertising to collateral. All of our marketing efforts improved as a result of IN GOOD CO.’s contributions. It was very positive. 

We also saw great responses from our customers. We saw foot traffic increase in the branches that had been updated, and we saw customer feedback improve significantly. 

How did IN GOOD CO. perform from a project management standpoint?

I can totally endorse them without any kind of hesitation. IN GOOD CO. were excellent to work with. They were proactive, communicative, and transparent. They were always bringing new thinking and new ideas without us having to pull teeth to get stuff from them. 

We’re on different coasts, so our communication took place over conference calls and email.

What did you find most impressive about them?

They were incredibly pleasant people to work with. They’re proactive as collaborators: they interpret what’s being shared and can think about it in real-time, as opposed to waiting for someone to brief them. With IN GOOD CO., they were humble and ended up over-delivering.

Are there any areas they could improve?

I can’t think of anything off the top of my head. They were quite excellent both in terms of the creative and strategic thinking, as well as the execution.

Do you have any advice for potential customers?

Have reference points to share that demonstrate what you like and don’t like. That will spark the conversation about your expectations, which will be really helpful for them. You need to be aligned on what you think works, so IN GOOD CO. will have a sense of your methods, thinking, and preferences.

BACKGROUND

Introduce your business and what you do there.

I’m the co-founder and CEO of an online beauty retailer.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with IN GOOD CO?

We hired them to help us launch the company.

SOLUTION

What was the scope of their involvement?

They handled everything from our packaging to our initial website and approach to social media. We relied on their strategic branding input for our website and incorporated a logo they created into our products. Our team was responsible for developing the site, but they were essential in creating our brand guidelines and feedback on iterations. 

Early into our relationship, they were also responsible for managing our social media presence on Instagram.  

What is the team composition?

They had a creative director, copywriter, assistant creative director, and account manager.  

How did you come to work with IN GOOD CO?

I was recommended to them by a colleague. 

What is the status of this engagement?

We worked together from October 2017–March 2019.

RESULTS & FEEDBACK

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

We launched the company officially in July 2019, so most of our collaboration involved us seeking product-market fit. They’re excellent designers and could deliver collateral superior to that of other companies in the space. Our company was satisfied, and customers praised the brand for its professional look.  

How did IN GOOD CO perform from a project management standpoint?

The team was extremely positive, responsive, and never missed a deadline. They worked very hard to exceed expectations.

What did you find most impressive about them?

Their lead designer is also a great communicator and copywriter. The team’s many skills lent themselves to big-picture, strategic thinking. They were great partners, working with us before we even had a product. We never felt like a lesser client or an afterthought. They see their service as a means to meet core objectives for brands. 

Are there any areas they could improve?

They’ve been a great firm, delivering quality work on time and within our budget. I’d recommend them.

Do you have any advice for potential customers?

Make sure you truly understand your brand, objectives, audience, and mission. You’ll need this while working with any creative agency.