Names that resonate. Brands that last.

Heirloom is a brand strategy and identity firm. We’re working with entrepreneurs and business leaders to create names and identities that resonate, strategies that work, and brands that last.

 
$10,000+
 
Undisclosed
 
2 - 9
 Founded
2015
Show all +
Pacifica, CA
headquarters
  • 446 Old County Road #100-363
    Pacifica, CA 94044
    United States
other locations
  • 60 29th Street
    San Francisco, CA 94131
    United States

Portfolio

Key clients: 
Hewlett Packard Enterprise, J.D. Power, GE, Corelight (security), Alongside (HR tech), Marketo, Flex (Flextronics), Pinterest, EMyth, Varian, Early Warning, Splunk, Vyond, Lineate, Environments (Portland), George P. Johnson, Walmart
Lineate brand name and visual identity Image

Lineate brand name and visual identity

After a decade of success, Ben Engber's company hit a rather unusual snag: A newer, bigger, consumer-facing brand was using the same name. Thumbtack—the online service that matches customers with local professionals—wasn’t competing with Ben’s custom software development company, Thumbtack Technology. But the name was starting to cause problems.

Ben and his team decided to the best solution was to rename Thumbtack

Technology. Heirloom explored over 1,000 name ideas that conveyed ideas like extracting answers, connecting dots, and simplifying. The new name is "Lineate," suggesting delineating—outlining and clarifying (also a real word meaning "marked with lines"). Based on the new name and the company’s strategy, we then created a full visual identity system, including logo, typography, color palette, iconography, and imagery style.

In a blog post announcing the name, Ben wrote "We feel that Lineate is both more descriptive and more distinctive." Elizabeth Gallagher, CRO of Lineate, wrote "Thanks for the wonderful work. … I am so over the moon and happy with what you've provided. … We are all very happy with our new brand and … get a great response from customers old and new on the name and ID work you did for us."

Alongside brand name Image

Alongside brand name

Heirloom helped Qimple find a new, unique name that speaks to what the company stands for: Alongside.

Yves Boudreau's HR technology company was on a hot streak: the Canada-based startup had just attended 500 Startups, a prestigious incubator in San Francisco. But while the company was receiving rave reviews from investors and users alike, its name was not. Problems with "Qimple" ("quick" and "simple") included

mispronunciations, misspellings, and a failure to convey what the company truly stood for. In Yves' words, it "was holding us back."

Based on Qimple's brand essence of together—bringing the right people together to do their best work—Heirloom generated hundreds of name ideas, including metaphors, abstract ideas, and coined words. Through a series of naming presentations and feedback from the entire company, we arrived at the name "Alongside." A simple, real word, it stands out in part because the majority of real-word brand names are nouns, verbs, or adjectives, whereas "alongside" is a preposition.

Paired with an internally developed visual identity and website, the new name launched six weeks after the name was chosen. Yves describes the name as "our commitment to working with employers and job seekers, so they can connect in a meaningful way and do amazing things together." And Emily Brennan, Marketing Manager at Alongside, had this to say about working with Heirloom:

"Working with Rob and his team at Heirloom was incredible. We were struggling big time to find a name that reflected who we are as a company. Heirloom came in to save the day with a sophisticated, professional approach to naming which completely exceeded our expectations. … [Rob] went above and beyond and made it his mission to help us better identify ourselves. I'd recommend Heirloom to anyone looking for naming support."

Environments brand strategy and visual identity Image

Environments brand strategy and visual identity

Heirloom evolved the Environments brand with a new brand strategy and visual identity.

For 30 years, Environments has been the exclusive dealer of Knoll furniture in Portland, Oregon. Because Knoll has an incredibly strong brand in the workplace furniture space, Environments had historically taken a backseat from a brand standpoint. But changes in leadership and an increasingly competitive market led Environments to seek

a better definition of its value to customers, including how it relates to—and differs from—the Knoll brand.

Heirloom created a refined brand strategy, visual identity, and messaging for Environments. Through primary and secondary research, we pinpointed the brand’s opportunity to differentiate by speaking intelligently and passionately to higher order benefits of workplace design. This led to a brand strategy rooted in passion for design, attention to detail, and a core idea of "creating spaces to create change."

Based on the brand strategy, Heirloom then crafted an entirely new visual identity for Environments, starting with a wordmark designed to mirror the bold simplicity of Knoll’s logo. Pairing the visuals with crisp messaging, we then brought the brand identity to life across a new website. For customers, leadership, and employees old and new, the work has helped clarify what the brand stands for and what makes it valuable.

"Thank you so much. I truly feel inspired each and every time you present. I am really excited about the direction things are moving. Thank you for being amazing at what you do." – Gina Zarahie, Chief Operating Officer, Environments

Corelight brand name Image

Corelight brand name

Working with a team of strategists and designers, Heirloom helped rebrand Broala by giving it a new name: Corelight.

As the new CEO of Broala, a network analysis and information security company, Greg Bell saw an opportunity to shift his company's brand strategy and identity to better resonate with customers and investors. He also recognized the importance, however, of maintaining a strong relationship with the

open-source community behind Bro, the software project upon which Broala’s product—and name—were based.

As part of a team led by Covalence Solutions, Heirloom created a new name for Broala. Caren Williams, an independent brand and marketing strategist, led discovery and brand platform work to arrive at a new positioning idea and tagline for Broala: illuminate your network. Based on Caren’s work, we developed the name "Corelight" to suggest a light at the core of customers' networks. By illuminating customers' networks, Corelight enhances visibility, understanding, and security.

Tamara Crawford, a freelance creative director, designed a visual identity driven by white, negative space punctuated by a glowing green "C" surrounding the new brand name. Combined with simple, sans-serif fonts and sparse messaging, the new identity is sophisticated and refreshing. Shortly after rebranding, Corelight secured a $9.2 million round of investment—its first ever outside funding. Six months later, Gartner listed them as a "Vendor to Watch" in their 2018 Magic Quadrant for Intrusion Detection and Prevention Systems.

Reviews

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Branding for Event Marketing Agency

"They delivered two big elements for me, which were transparency and predictability."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
2015
Project summary: 

Heirloom provided branding support for an event marketing company. They helped develop the brand positioning and overall strategy. 

The Reviewer
 
201-500 Employees
 
Dayton, New Jersey
John Capano
Senior Vice President, Impact XM
 
Verified
The Review
Feedback summary: 

The results of the project met expectations and were delivered at a competitive price. Heirloom brought great expertise and showed a great understanding of the project’s needs. Their ability to run with ideas while maintaining the business’ voice was valuable. 

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

BACKGROUND

Introduce your business and what you do there.

I’m the VP of client development for Impact XM, a global event marketing agency. Formerly, when I worked with Heirloom, I worked at the George P. Johnson company, which specializes in event and brand marketing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Heirloom?

We hired Heirloom to help us develop our brand positioning and strategy.

SOLUTION

What was the scope of their involvement?

They began by doing internal and external research around our history, internal stakeholders, and different departments to better understand our business. They looked at the competitive environment, too, which rolled into developing a brand positioning. From there, they created a go-to-market brand strategy with all of the various elements specific to our company. 

What is the team composition?

Rob (Principal & Founder, Heirloom) and two other people supported us, including a researcher. 

How did you come to work with Heirloom?

I knew Rob from a previous employer, so we included him in our RFP. Heirloom won out of 3–4 other competitors. 

How much have you invested with them?

Our budget was around $125,000. 

What is the status of this engagement?

We worked together in 2015, and the project took about nine months. 

RESULTS & FEEDBACK

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

We tracked how to see how internal stakeholders bought-in and adopted the new brand positioning, as well as how the external marketplace accepted our brand. We were very happy with the project and overall results. 

How did Heirloom perform from a project management standpoint?

They were great—very efficient and communicative. They delivered two big elements for me, which were transparency and predictability. 

What did you find most impressive about them?

They really understood our business and were the best fit for our needs. Since we service both B2C and B2B, that understanding was important. 

Are there any areas they could improve?

There’s nothing that comes to mind. 

Do you have any advice for potential customers?

Let them do their job. In this space, internal stakeholders try to control things too much, which can get in the way of Rob’s work. They brought a lot of value to the process since they were outside experts. Listen to their advice.

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

Brand Strategy Partnership for Market Research Firm

"Working with them felt like a true partnership between a client and an agency—they were very collaborative."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
Dec. 2015 - Mar. 2019
Project summary: 

Heirloom provided branding support to a business looking to reposition itself within a competitive market. They ran an audit, created a values statement, and a company-specific manifesto. 

The Reviewer
 
1,001-5,000 Employees
 
Greater Los Angeles Area
Chris King
VP, Client Marketing Solutions, JD Power
 
Verified
The Review
Feedback summary: 

The new brand positioning and accompanying materials satisfied the client, helping them both internally and externally communicate their mission and values. Heirloom brought a personable approach to a business situation, making the engagement rewarding and productive. 

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

BACKGROUND

Introduce your business and what you do there.

I’m the VP of client marketing solutions at JD Power.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Heirloom?

The company had lost focus of who we are and what we stand for. We hired Heirloom to reposition our company within a rapidly changing marketplace in light of what we were facing from a competitive standpoint.

SOLUTION

What was the scope of their involvement?

They worked closely with us to identify our brand proposition. To start, we began with a brand audit, looking at how we present ourselves to our clients and consumers. We looked at all the manifestations of the brand through those various touchpoints.

From there, they did a deep dive into the brand to uncover our current values and find out how we wanted to position ourselves in the future. They created a forward-looking statement that we could aspire to grow into. 

Together, they helped us uncover brand pillars, brand DNA, and created a manifesto about who we are that we can use to articulate to our customers. 

What is the team composition?

They provided a relatively small team, each person specializing in a certain aspect of the project to bring everything to fruition. There were a few focused on branding, design and other areas of expertise who all worked together. 

How did you come to work with Heirloom?

I found Heirloom through word of mouth, which is how a lot of situations come together. We met with a few other companies in the marketplace, but we determined Heirloom had a great outlook and process to accomplish our goals. 

How much have you invested with them?

We spent around $200,000 or more on their services. 

What is the status of this engagement?

We worked together from December 2015–March 2019. 

RESULTS & FEEDBACK

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

We definitely saw an impact from their work in two distinct ways. First, we now have a cohesive way of articulating who we are as a company, which has been a rallying cry within our organization. Secondly, our clients have a new, fresh perspective on what we stand for. The work they produced for us not only allows us to focus but also be flexible and grow within the dynamic market for years to come. 

How did Heirloom perform from a project management standpoint?

We used a set of timelines and milestones throughout the project to make sure we hit all the key objectives and deliverables. 

What did you find most impressive about them?

Working with them felt like a true partnership between a client and an agency—they were very collaborative. They were just a team of great people. Though they were strategic and thoughtful, we were also able to connect with them on a human level, which makes such a big difference in business. 

Are there any areas they could improve?

There’s nothing I can think of for them to improve.

Do you have any advice for potential customers?

Be forthcoming with all your information that they request. Be honest about any issues your company is facing. Transparency is key so they can meet those challenges head-on. 

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

Branding for Professional Training & Coaching Company

“The strategy they built touches and strengthens every area of our business.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
May 2018 - Ongoing
Project summary: 

Heirloom helped develop brand strategy and messaging for a business coaching company. After a deep dive, they created a thorough strategic document and applied new policies to web content.

The Reviewer
 
11-50 Employees
 
Ashland, Oregon
Jane Peart
Brand Strategist, EMyth
 
Verified
The Review
Feedback summary: 

Sales have grown, and the brand’s image is much more closely aligned with its available services. Heirloom is knowledgeable and humble, and they keep projects on track with clear milestones. They provide authentic results within a positive collaboration.

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

BACKGROUND

Introduce your business and what you do there.

We do business coaching for entrepreneurs and business owners. We are leaders in our industry and have evolved since our founding in 1977.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Heirloom?

I've used them at two different companies with a few variances in the challenges we faced. Our brand is best known for a book we produced in the early 2000s. It is a representation of our business, and we wanted help to build around that asset. We wanted a good, grounded strategy to base our marketing procedures on.

SOLUTION

What was the scope of their involvement?

They started with a deep dive into strategy, and we did over 500 hours of interviews. They grew a deep understanding of the brand, and they have the tools to help us differentiate in a crowded market. We worked together on components of our strategy as part of a partnership. It has all the pillars of our brand, and they delivered a 75-page document that acts as the foundation of our decision making. It governs everything from our culture to the customer experience.

The second deliverable is a messaging framework that includes both voice and tone. It takes our policies and applies them to the copy we create. They helped us infuse our new website, and were very supportive of our internal team. We discussed the content strategy and found ways to create a strong brand identity. The parent company we worked with on one project was incredibly iconic, and they created designs that could stand up to my high standards.

What is the team composition?

I worked with a team of two people.

How did you come to work with Heirloom?

As I searched for an agency, I asked some of my well-connected contacts for recommendations. I considered three firms, but the other two didn't come close to the depth of brand strategy that Heirloom offered. Heirloom's proposal was thorough, clear, and detailed, and we decided to work with them.

How much have you invested with them?

We’ve spent somewhere between $10,000–$50,000.

What is the status of this engagement?

We started working together in May 2018, and the collaboration is ongoing.

RESULTS & FEEDBACK

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

We've grown sales, and they delivered results that shifted the ways we go to market. The brand is clearly bigger than the book now. Within three months, we already see revenue results. There is a clear idea of who we are and what we do that is solidly based within the reality of the perception and expression of the brand in the marketplace. Our brand is authentic, and we have the right strategic conversations that contribute to culture and our customer experience. The strategy they built touches and strengthens every area of our business.

How did Heirloom perform from a project management standpoint?

They're a great group of people to work with. They're humble and knowledgeable, and they do a lot of heavy lifting. They don't let us drop the ball, and they stay on top of our timelines. They help us co-create the project, and they set good milestones. We're aware of all the steps, and the transparency of their work is excellent.

What did you find most impressive about them?

We had such a positive experience that I didn't consider any other company when I started work on the second project. I knew they were the team I wanted to work with, and I hired them right away.

Are there any areas they could improve?

No, there’s nothing I can think of that they should improve.

Do you have any advice for potential customers?

Engage with them, and be involved in their process. We were an active partner and were very clear about our goals.

5.0
Overall Score Their work is so valuable and impactful on our business.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They kept me informed, and we always knew when we were responsible for a piece that would move the project forward.
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
    They provided in-depth details that worked as the framework for the larger deliverables.
  • 5.0 NPS
    Willing to refer
    They're a real pleasure to work with.