Dreamers. Makers. Troublemakers.

Heraldist & Wondermarks is the world's leading expert in "PERCEPTION ENGINEERING" - the unique brand-building methodology designed to help founders turn their tech startups into unicorns.

With offices in San Francisco and Europe, the agency worked with Uber,  Bitdefender, Raiffeisen Bank, Cognizant, Endava, SEOmonitor, Plum Lending, Appnomic, Tetrate and more.

The Perception Engineering (P3) methodology is led by Julie Tyler, Saji Kumar, Adrian Docea, Alice Fischer, and a team of 25 multi-award-winning global experts in strategy, branding, communication, and innovation, with more than 250 years of cumulated experience; plus an old dog 🐕slightly younger than that.

 

WHAT IS PERCEPTION ENGINEERING

"Build it and they will come"

...they say. And then you spend resources building it. And they don't. Only 0,01% of all tech startups become unicorns.

 

"#1 reason why startups fail? Lack of product-market fit"

It's hard to get the go-to-market strategy right.

Only 1% build brands that users really notice.

 

If you're not in the 1%, your brand needs "Perception Engineering".

Drop us an email at [email protected] and we'll be happy to tell you more about "Perception Engineering" and can you apply our tools on your startup.

 
$5,000+
 
$100 - $149 / hr
 
10 - 49
 Founded
2014
Show all +
San Francisco, CA
headquarters
  • 100 Pine Street, Suite 1250
    San Francisco, CA 94111
    United States
other locations

Portfolio

Key clients: 

Uber, Bitdefender, PlumLending, Appnomic, Tetrate, Endava, Cognizant, Forbes, Aegon, Untold.com, KPMG, Bosch Engineering, SEOmonitor, Alphablock

Appnomic | Brand Identity Image

Appnomic | Brand Identity

NEW BRAND NAME, NEW LOGO, NEW WEBSITE, NEW CORPORATE ID

 

Once we finalized the re-thinking of the Product Value proposition, the whole visual identity had to be redesigned to fit the new strategic approach.

 

We created a new visual identity and a website to reflect the new ID.

 

More on

Plum Lending San Francisco | Direct Marketing Image

Plum Lending San Francisco | Direct Marketing

Plum Lending helps owners buy, refinance and make better investment decisions

Endava | Social Media Campaign Image

Endava | Social Media Campaign

A SOCIAL MEDIA CAMPAIGN THAT HELPS A TECH COMPANY SHOW THEY UNDERSTAND BUSINESS

Endava is a London-based tech company with more than 5000 employees around the world.

They were facing strong competition from global giants and it was becoming increasingly difficult to position the company in a differentiating way. A LinkedIn campaign targeting C-level executives in major companies was required.

But how do you

make a campaign shine when your medium is so limitative? Easy. You go back to who that company really is, how it is different than others, and express it in a creative way.

 

Cognizant | Brand Campaign Image

Cognizant | Brand Campaign

HOW DO YOU FIND & HIRE THE DEVELOPERS WHO REALLY WANT TO BUILD AMAZING STUFF?

Tech company Cognizant was the organizer of Programmers Week, an event meant to bring in one place the most ambitious and talented programmers out there.

 

FIND OUT WHAT YOUR CLIENTS REALLY REALLY WANT.

 

Clue: it’s not your product.

 

SEO Monitor makes software for SEO specialists. It’s a crowded, fragmented global market. All players claim the same thing: more data. But that’s not what SEO specialists really really want. What they won is to win. SEO is like the stock exchange. You can make and lose a

lot of money in a single day. But if you have the right tools, winning is easy. So easy it’s unfair.

 

Informal School of IT | Social Media Campaign Image

Informal School of IT | Social Media Campaign

SOCIAL MEDIA CAMPAIGN SHOWING WHAT AN IT SCHOOL CAN TEACH YOU

Target: non-tech people that would like to reconvert.

Creative concept: “There is a line of code”

Even if they seem abstract, lines of codes have real impacts on our life.

The idea is to show that a line of code can accomplish amazing things. We used everyday things that most people might not realize rely on programming.

AI For | Presentation Video

Aifor.com is the fashion industry's visual similarity monitor.

Romandy, Switzerland | Creative Campaign Image

Romandy, Switzerland | Creative Campaign

Romandy is the French-speaking region of Switzerland. We have created the brand of Romandy and the first tourist campaign.

Alphablock | Brand creation Image

Alphablock | Brand creation

Alphablock, Toronto-based investment management solutions for pension funds, family offices, and hedge funds

Phynd Me | Product Design Image

Phynd Me | Product Design

Phynd Me, the hi-tech GPS pebble that keeps track of the people you love.

Raiffeisen Bank | Advertising Campaign Image

Raiffeisen Bank | Advertising Campaign

In this context of economic uncertainty, it's more important than ever to engage key stakeholders of the business community and to show the continuity of support. Raiffeisen Bank gives it to corporations and SMEs, companies that build the economy and have the potential to move it forward.

Sebastian Hann | Brand Identity Design Image

Sebastian Hann | Brand Identity Design

Sebastian Hann is a European luxury brand, with a remarcable heritage.

Cincinnati | Branding Over-The-Rhine Image

Cincinnati | Branding Over-The-Rhine

Over-The-Rhine is one of the largest, most intact urban historic districts in the United States.

Reviews

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Branding & Marketing Strategy for AI Company

"The selection process was easy. Their team had impressive credentials and an engagement strategy with startups."

Quality: 
4.5
Schedule: 
4.5
Cost: 
4.5
Willing to refer: 
4.5
The Project
 
$10,000 to $49,999
 
Jan. 2015 - May 2020
Project summary: 

In order to establish its brand identity and increase awareness of its services, an AI company employed Heraldist & Wondermarks. Their work aimed at convincing investors and clients to partner with the company.

The Reviewer
 
1-10 Employees
 
Toronto, Canada
Mukul Pal
Founder, Alphablock Technologies Inc.
 
Verified
The Review
Feedback summary: 

End users were amazed by the re-branding, design, and digital strategy of Heraldist & Wondermarks. All in all, the company's goal was achieved by onboarding clients to use their technology. Their top-notch personnel made it all possible through their ingenuity and strategic thinking.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I am the founder and Head of Research at Alphablock Technologies.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Heraldist & Wondermarks?

Alphablock Technologies is a General AI company. We started as a fintech company before expanding to blockchain validation and General AI. Our fintech business was foundational and needed visibility. We brought in Heraldist & Wondermarks (H&W) to assist us.

What were your goals for this project?

We needed global visibility, identity, and digital strategy to relate to our clients and investors.

SOLUTION

How did you select this vendor?

The selection process was easy. Their team had impressive credentials and an engagement strategy with startups.

Describe the scope of their work in detail.

H&W spend significant time understanding my vision as a founder and assisting me in re-articulating who I was and where I saw the business a few years ahead in the future. Once they could feel and measure the depth of our domain and aspirations, they went about creating a brand strategy, our place in the ecosystem.

This was followed by a sequence of patient iterations, leading to a fulfilling set of outcomes, be it a brand, UI-UX, digital gameplan.

What was the team composition?

I worked with both Adrian, Elena, their top-notch art-director Zoran, and other members of the H&W team.

RESULTS & FEEDBACK

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

The re-branding, design, digital strategy assisted us significantly in achieving our goal, which was to relate to our clients and investors.

We were successful in onboarding institutional clients to use our technology, get an award from MIT for a top fintech idea, and also bring in investors who could resonate with the product and brand.

How effective was the workflow between your team and theirs?

After the initial background work with H&W, the execution was seamless. Fast turnaround times, fast iterations, clockwork. H&W has a top work ethic and knew how to put themselves in the shoes of the founders.

What did you find most impressive about this company?

H&W thrives on creativity, knows how to flex the creative muscle, genetically thinks out of the box, and dares to build on new-age strategic thinking.

Are there any areas for improvement?

Building an innovation organization is about staying nimble. H&W's biggest future challenge is how to scale but still stay artistically sharp.

4.5
Overall Score A strategically thinking agency is essential for survival.
  • 4.5 Scheduling
    ON TIME / DEADLINES
    Seamless
  • 4.5 Cost
    Value / within estimates
    Great Value
  • 4.5 Quality
    Service & deliverables
    Customer Delight
  • 4.5 NPS
    Willing to refer
    Long term partners

Execution of TV & Radio Ads for Nonprofit's Giving Campaign

"They made us feel like a big client."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Mar. 2020 - Ongoing
Project summary: 

Heraldist & Wondermarks created fundraising and television campaigns for a nonprofit looking to assist the elderly population in Romania during COVID-19. 

The Reviewer
 
11-50 Employees
 
Bucharest, Romania
Mugurel Margarit
Executive Director, Margareta of Romania Royal Foundation
 
Verified
The Review
Feedback summary: 

The first TV ad was delivered quickly and efficiently. The team at Heraldist & Wondermarks provided the client with three television spots and adjoining visual materials. Donations made the campaigns a success. They're professional, communicative, and hardworking. 

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 an executive director of a humanitarian foundation created by Her Majesty Margaret of Romania, the daughter of King Michael, the last king of Romania. We do social projects and work with children, the elderly, and young people from disadvantaged backgrounds.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Heraldist & Wondermarks?

When the COVID-19 crisis started in Romania, we were in an emergency state. People were advised to stay in the house, and the elderly were allowed to exit their homes for only two hours a day. They had to have a very good reason to exit their homes and to have a written declaration stating their reason for going out.

We realized the elderly would be very impacted. Their demographic has a very poor IT education in Romania, so they wouldn’t know how to shop and make payments online. We figure out that there’d be a lot of elderly in need of help, and we wanted to launch a special fund to support them throughout Romania.

SOLUTION

What was the scope of their involvement?

We sent Heraldist & Wondermarks a brief of what we wanted to do. We wanted to launch a fundraising campaign through text messages. Whenever someone sent out an SMS, they’d donate a small amount, and there was also an option for making monthly donations.

After we got in touch with them, we had our first TV spot. We had talks back and forward, and it was quite a lot of work.

They helped us create the whole ad campaign, but the main product for us was the TV and radio ads. They came up with the entire concept, namely that we owe the elderly our love and support because they raised us. The first meeting was about that, and then we went into production. In the end, Heraldist & Wondermarks came up with the idea of stock images to go along with the message.

What is the team composition?

We had an account manager, who was the main person meeting with us. There were around five people from their side present at the first meeting, which included the director and owner of the agency.

Later on, we worked with an account manager and people from the creative side. There was a creative director involved, but I’m not aware of his exact title.

How did you come to work with Heraldist & Wondermarks?

We’d known about them for a long time, and someone from our board of directors had worked with them. Because of the cost, we hadn’t talked to them before this project. However, this was a crisis period, and they wanted to do something good, so we came together well.

I’d been told that they had previous experiences with smaller NGOs, which weren’t that great. NGOs and companies are in completely different worlds, and fundraising and selling products are again very different. There were some fundraising rules, and we had to learn and compromise somehow.

How much have you invested with them?

The budget for our collaboration was €12,600 (approximately $14,800 USD). Heraldist & Wondermarks agreed to help us pro bono, which was very important because we didn’t have the right resources.

In our past experiences, we knew agencies were expensive, and we had a limited budget. I talked to them about the possibility of making a pro bono services contract, which they could use legally, and I told them to put all the expenses there.

What is the status of this engagement?

We got in contact with Heraldist & Wondermarks in late-March 2020. We wrote them just yesterday, asking if they could help us with some other visuals.

RESULTS & FEEDBACK

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

We received the first TV ad within two weeks, which was extremely fast, especially in a period when everybody was working from home. In the end, we had three TV spots and adjoining visual materials.

Our campaign was successful, but not through the roof. We ended up with 2,000 monthly donors, which is pretty good. We have around €4,000 (approximately $4,700 USD) entering the account each month. That was a period when everyone was doing intensive fundraising, especially for medical support. Donors in Romania received requests for hospitals.

It was our most successful SMS donation campaign, and it’s something that we want to continue. We evaluated our success after two weeks of broadcasting the TV spot, and we determined that it wasn’t working well enough.

We went back to Heraldist & Wondermarks and told them that we had a problem, and they had another meeting with us, where we each came with inputs on how to make it successful. We had another version of the spot in less than ten days, which was a bit more dramatic. It was definitely more successful than the first TV campaign.

We also managed to get spots on TV and radio pro bono. By the end of the campaign, our spot had been broadcasted around 5,000 times on media channels throughout the country.

How did Heraldist & Wondermarks perform from a project management standpoint?

The team at Heraldist & Wondermarks is exceptionally efficient. It was a crazy period when everybody was working from home, and Heraldist & Wondermarks was present from morning until evening.

We had email exchanges and calls, and we really had the sensation that people were working for us. They were in contact with us often, and they had something new for us every few days, or even every couple of hours sometimes. We mainly communicated through email, Zoom, or other videoconferencing tools.

What did you find most impressive about them?

It’s the fact that we felt like an important client. In a world where service providers tend to be less qualitative every day somehow, Heraldist & Wondermarks proved to be a very professional agency. They made us feel like a big client. There was never a feeling in my mind that we weren’t important because it was pro bono work.

Are there any areas they could improve?

I have no idea how their work is done, so I couldn’t say what they could do better. If we had a problem, we could discuss it at a higher level, and it wasn’t an issue.

Do you have any advice for potential customers?

For Heraldist & Wondermarks to do their work, clients need to move and agree fast to keep the project going. The client has to be willing to go into this process. We received great results because we came with answers quickly, and they came up with the products fast.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
    Their work was for free, and I think they did a great job.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Complete Rebranding & Design for Enterprise Software

“The project management was impeccable, and I was happy with the speed of the project.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Dec. 2019 - Jan. 2020
Project summary: 

Heraldist & Wondermarks handled branding and design services for a software company. Implementing their perception engineering methodology, they rebranded the partner's identity, logo, website, and tagline.

The Reviewer
 
201-500 Employees
 
Cupertino, California
Cuneyt Buyukbezci
Chief Marketing Officer, Appnomic
 
Verified
The Review
Feedback summary: 

The results have received overwhelming praise and were delivered in a quick turnaround. What's more, the partner feels that the new brand truly reflects their identity. Heraldist & Wondermarks' methodology is effective and creative. Their team is thorough and accommodating in making scope changes.

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 chief marketing officer of Appnomic. We’re a software company targeting the IT operations market.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Heraldist & Wondermarks San Francisco?

We needed help with rebranding and design services. Our team has a high-end product but our branding didn’t reflect that. Essentially, we needed an agency to get us on the map. We’re a small company with big ambitions and a product that’s highly differentiated.

SOLUTION

What was the scope of their involvement?

Heraldist & Wondermarks handled our branding efforts. First, I provided the positioning and value proposition. From that moment onward, we did a workshop and exercise with their team of writers, designers, and strategists. They revamped our entire brand including the brand name, field name, and value proposition.

In addition to that, they completely revamped our website, its design, the visuals, communication material, videos, and more. Heraldist & Wondermarks did the whole package of assets. They came up with five brand options encompassing name, logo, and tagline combinations for the brand story.

The five options were on a spectrum ranging from a highly conceptual B2C type of brand to more conservative ones. We had those five options to test within the market and ultimately selected one. Heraldist & Wondermarks also created customer-facing decks for us. I had multiple levels of decks. They reworked and simplified them because the messaging was off.

I’m continuing to work with them for the second phase of the project. Right now, we’re in the planning stage of turning this engagement into a continuation. Next, we’ll be doing demand generation.

What is the team composition?

There were 10–12 people working on our project. Some of them were on-and-off but we always had a project manager.

How did you come to work with Heraldist & Wondermarks San Francisco?

I explored multiple agencies. However, Heraldist & Wondermarks impressed me from our first discussion. A thirty-minute meeting turned into a two-hour discussion. They had a very unique approach to the branding exercise, called perception engineering.

Their methodology is that at the end of the day, people are people; whether they’re engineers or whatever. People have emotions as well as logic and everything combines together when they approach a brand.

Heraldist & Wondermarks said they’re highly human-centric and that a brand should reflect that and also be appealing. Brand identity has to be very personable and create emotions as well. Perception Engineering is a very different approach, but I realized it was an opportunity to differentiate our product.

What is the status of this engagement?

We worked together from December 2019–January 2020.

RESULTS & FEEDBACK

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

The outcome was phenomenal. The time it took Heraldist & Wondermarks to complete everything was extremely impressive; it only took one-and-a-half months. I’ve never seen such speed.

I created a feedback group of 20 individuals encompassing a customer advisory board, company board of advisors, and our executives. This is where the five branding options played a very key role. I took the five options to the group of 20 people and asked for their first and second choices. The brand that was ultimately selected was one of everybody’s two choices about 80% of the time. Overall, everyone was very impressed with the work. The feedback from the group was exceptional.

We receive amazing feedback from customers. The new brand is incomparable. People understand what we do and the message resonates very well. Our brand now properly reflects our product’s core value proposition. People like it a lot because it connects very well with the overall story.

How did Heraldist & Wondermarks San Francisco perform from a project management standpoint?

The project management was impeccable, and I was happy with the speed of the project. Heraldist & Wondermarks is very effective and accommodating. They were thorough in providing multiple iterations. For the video, I asked them to do something and then changed my mind in the process. This was because we eliminated multiple things and reworded the text. Heraldist & Wondermarks accommodated all the extra stuff and delivered a very nice video.

What did you find most impressive about them?

They have a lot of specialists and that’s something that’s really unique. Heraldist & Wondermarks has quite a few people who used to work for the B2C, fast-moving consumer goods (FMCG), and publishing industries.

On the customer side, their specialists have really been working in a professional capacity. They have a great understanding of selling to consumers; that’s reflected in what they’ve been doing. Heraldist & Wondermarks brought me from a B2B-tech-thinking mindset and created a brand that’s very consumer-like but not too consumer-focused.

Are there any areas they could improve?

I can’t highlight any needs for improvement. If they had someone in our time zone, that could be helpful, but it hasn’t made much of an impact.

Do you have any advice for potential customers?

Leave a little room to listen to what they offer and put on the table. It may look unorthodox or unusual but don’t resist their creative juices. Be ready to work with a company where the majority of the team is in Europe.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    It’s impeccable.
  • 5.0 Cost
    Value / within estimates
    The return on investment is very high.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
    I have companies reaching out to me who want to work with them.