Rebranding for Legal Technology Platform
- $200,000 to $999,999
- Nov. 2020 - July 2021
- Willing to Refer
“They were very invested in understanding our business and being protective of it.”
- IT Services
- San Francisco, California
- 51-200 Employees
- Phone Interview
HUb helped a legal technology platform with branding to increase their market awareness. The extensive project included developing the client's positioning statement, personality, look and feel, logo, and name.
The client was very satisfied with the quality work delivered by HUb, and they predict an enormous positive impact on their business. The team had stellar project management skills, keeping the project on track to move forward quickly. They were also helpful, flexible, trustworthy, and easygoing.
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 VP of marketing for a legal technology platform. We take care of routine legal contracts for our customers.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with HUb?
Our business had an awareness challenge; most of our target market didn’t know that we existed because we didn’t do much marketing. We engaged with HUb to define our overall brand and make sure that it was translated into the market in a meaningful way. This has been an extensive project, which encompasses a full rebrand of our company.
What was the scope of their involvement?
HUb helped us with our rebranding. However, this was a very extensive project, which included developing our positioning statement, personality, logo, and look and feel. Additionally, they helped us come up with a new name and worked on additional projects like developing our new presentation templates.
Their involvement kicked off with our positioning work, an exercise that took 4–6 weeks. HUb brought together our leadership team, and they conducted a series of interviews with them and our lawyer network to define what we were doing in our business. It was a very high-level positioning exercise. The exercise’s outcome was our positioning statement, which included what we were solving and who we were marketing to.
Then, we moved into our personality development. We used our positioning statement to define the personality of our company, including its attitude and tone of voice. The deliverable was a guide for us to use internally to know how to present ourselves.
From there, we went into our brand’s look and feel development. Again, we used the previous deliverables to define the fun part of our brand, which included our color palettes, iconography, fonts, animations, and in general, a very distinctive image for our company. This part also included a mini-project where HUb created our presentation templates.
Then, we engaged in the biggest exercise, which was renaming our company. HUb’s business model helped us link with other agencies. In this case, they connected us with a naming expert while they supervised the whole process.
We went through several different potential names, looking at both the names’ legal viability and the general appeal. Finally, once we defined our name — and using our look and feel — we worked with HUb on our logo. We went through several iterations until we reached a logo that we were happy with.
HUb did a lot of work to help us with our awareness challenges. However, our brand’s designs and its look and feel will be unveiled in September 2021.
What is the team composition?
We worked with various people from HUb. Jessica (Brand Director) and Laiken (Brand Manager) were our main points of contact, and I met with them at least once a week.
We also worked with Reese (Creative Director), who acted as the lead designer for our look and feel and logo. As we were starting to take on the design ourselves, we allocated some oversee hours for her to make sure that our various designers were interpreting the brand as intended.
I also had frequent check-ins with Mike (President). He was involved, especially in the beginning, in our positioning and overall strategy. He is an amazing person, and working with him was great.
How did you come to work with HUb?
When I came in and started contemplating the possibility of a rebrand, I knew that I would need to lean heavily on an agency. I Googled various companies, made many calls, and talked to a lot of different people. Finally, I felt the most comfortable with HUb for how they worked, what projects they had done in the past, and which people I would be working with.
How much have you invested with them?
We invested $327,000 on this project.
What is the status of this engagement?
We started working together in November 2020, and the project was completed in July 2021.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
The people within our company are very satisfied and happy with the level of work that HUb produced, especially around the look and feel of our new brand. They’re very excited about the way that our new brand is going to elevate our business overall.
We haven’t launched the brand yet, so it’s hard to know the direct impact that it will have on our business. However, I’m not concerned about it, and I know that it will have a tremendous positive impact.
How did HUb perform from a project management standpoint?
HUb was stellar from a project management standpoint, and Jessica and Laiken were fantastic partners. Aside from the project, our team was growing fast, so we had a lot going on. However, they helped us keep on track; I relied on their instructions and stuck to their deadlines.
Project management was probably one of HUb’s strongest suits, and although the project took around nine months to complete, they fast-tracked everything and helped us go through the process quickly.
Additionally, HUb was very flexible about figuring out how to rename ourselves while keeping the look and feel of the branding process. They were really helpful in getting across the finish line in a reasonable amount of time.
We had a weekly meeting, to which a couple of members of my design and brand team joined towards the end. Additionally, we had a major review every other week to focus on one deliverable or another. This meeting sometimes included the extended management team, and other times, it included just the marketing team. We also communicated via email for review cycles, thoughts, or input almost daily.
What did you find most impressive about them?
HUb was a great team — people that I could really trust and lean on. They were very invested in understanding our business and being protective of it. They showed a lot of interest and concern about the ramifications of this project on our business. They were willing to fight for what they believed, which was great.
I loved working with them. Mike was easy to get along with, and I could trust him. He made me feel safe about facing this tremendous change for our business.
Are there any areas they could improve?
As they worked by booking hours, it was really challenging to scope things ahead of time. There were some occasions where we were spending a lot of money, and I didn’t realize that an extra round would have an additional cost. However, we always worked it out, and they were very transparent about where we were in terms of our budget.
Do you have any advice for potential customers?
Trust them, be open with them, and communicate exactly what you want. Don’t be afraid of giving feedback if there are things that you feel strongly about. They’re very open and eager to understand your particular business and get in the mindset of it. Being open and communicative helps make everything easier.
Service & Deliverables
On time / deadlines
Value / within estimates
Willing to Refer5.0