Iron Creative

Introduce your business and what you do there.

I work for Visual Concepts Entertainment — I’m the VP of talent, so I oversee our studios with regards to recruitment efforts. We are a video game company; we make NBA2k and WWE games. We have studios globally in San Francisco, Los Angeles, Orange County, Budapest, Korea, Shanghai, Vancouver, and Orlando. 

What challenge were you trying to address with Iron Creative?

Right now, we are working on a new website in-house and they are helping us with the design. 

What was the scope of their involvement?

Iron Creative is working with us to design the website we’re developing internally. On the site, they’re working with us to design features for video and interview content with employees, a robust recruiting strategy that directs users to our career page, along with pages for our jobs and about us. They’ve handed over the design as of now. 

What is the team composition?

We work with a program manager and a designer. Britney (Senior Digital Producer) and Matt (Partner & Executive Creative Director) worked with us, including one other teammate who helped run the project. 

How did you come to work with Iron Creative?

I had worked with them at other companies, and they have an unbelievably high reputation for their quality of work and customer relations.

How much have you invested with them?

We’ve spent around $26,000.

What is the status of this engagement?

We’ve been working together since April 2020. 

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

Although the new design hasn’t launched yet, it is 1,000 times better than our current site’s design. I am really happy with what they’ve come up with; it’s everything that I wanted it to be. 

How did Iron Creative perform from a project management standpoint?

We’ve been using a Matrix system within a Google Doc to manage the work. They’ve always delivered on time. We have constant reviews and weekly catch-ups to go over progress. We reach all of our deadlines; every week they have deliverables on time. There has never been a time where they haven’t done what they said they’d do. 

What did you find most impressive about them?

Their efficiency and super friendly approach are most impressive. Every meeting is a joy, even when we have to talk about redoing certain things. They’re an incredibly passionate, friendly company. They even went above and beyond on one task, revisited it with me and did a Q&A session. They go above and beyond in being approachable, too. 

Are there any areas they could improve?

I honestly don’t think there is anything for them to improve. 

Do you have any advice for potential customers?

Continue with constant meetings and communication with the project manager. 

Introduce your business and what you do there.

I was the creative director at SoMa Play, a video game company based in San Francisco.

What challenge were you trying to address with Iron Creative?

At the time, we were reimagining Tetris, which was one of the best selling video games of all time. We were creating it for the first time on PlayStation 4 and Xbox One consoles. During that time, we were walking on a thin line and we needed to retain our existing fan base whilst appealing to a new generation of players.

What was the scope of their involvement?

The engagement started with visual communication tasks and as time progressed, we tasked them to help us with the game’s aesthetics aspects and navigation. We also expanded the collaboration to work on the game’s UX design.

Iron Creative came in with a lot of different understanding of UX into the game world and repo. They optimized the game’s experience across different digital platforms. 

What is the team composition?

We directly worked with Matt (Owner & Head of UX), Dave (Creative Director), and Russell (Creative Director). 

How did you come to work with Iron Creative?

We heard about Iron Creative a few years prior and they were on the top of our list when the project came up. This was a rare case when we didn’t go out to RFP the project with multiple agencies. We’d also seen their previous work at a design exhibition.

How much have you invested with them?

The project cost $75,000.

What is the status of this engagement?

The engagement ran from May–December 2013.

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

We had a lot of milestones reached thanks to Iron Creative. The game experience and the visuals were received well by end-users. Tetris received positive feedback which suggests that we really hit it from a player standpoint. Overall, we were pleased with the results and what the engagement has achieved. The team certainly aligned everything with a broader vision.

How did Iron Creative perform from a project management standpoint?

The engagement went well and they were easy to work with. They didn’t necessarily line up with some tasks but they were flexible and capable of adjusting their schedule accordingly for the tasks. Because of the long extensive feedback loop, the project stretched out over a longer period of time. They listened to what we wanted and we certainly appreciated that.

The entire project went seamlessly and Iron Creative integrated themselves into how we worked. The team made everything easier considering that the game industry is different from the design business. In terms of communication, they used Bootcamp and we regularly met in person since we were both in San Francisco. 

What did you find most impressive about them?

Iron Creative recognized the opportunities for improvement. The team was great at rethinking solutions courtesy of their experience on the tasks.

Are there any areas they could improve?

I can’t think of anything specific in terms of areas for improvement. 

Do you have any advice for potential customers?

Our collaboration with them was successful because they were open and willing to learn from them. We understood that they were the experts on the subject matter. Our advice is to approach the project with an open-minded perspective. Trust on both sides is also important and remember to give them the space they need.

Introduce your business and what you do there.

I work for Fitbit, and we produce wearables. I’m the director of channel marketing for the Americas. I manage a team that delivers both in-store and digital creative and does collaboration with key retail accounts.

What challenge were you trying to address with Iron Creative?

Iron Creative provides creative services. We do have internal creative resources, but they are typically limited on what they can deliver, and their primary focus is supporting our e-tail business. 

What was the scope of their involvement?

Iron takes a lot of assets produced by our internal team and leverages them for us for retail accounts. The biggest account that Iron works with for me is Amazon, so I work directly with them on developing content for Amazon pages. Then, my extended team reaches out to them and leverages them for miscellaneous creative projects. 

These miscellaneous projects could be anything from digital executions — like banners that need to be resized or developed with different product images — to specific assets for a brand store on a retail site. These projects could even be the extension of our Fitbit learning team, which does content for sales training. There’s a whole panacea of projects that could come around, from resizing assets to video editing.

Iron’s flexibility and freedom with projects ranges. I often use them for more production or adaptive creative, so we have a good template that we’re working off of. In those cases, I just need them to redo the creative in something like Amazon, where it’s just a different kind of format. 

However, there are instances when I use them a bit more creatively and give them more freedom. It’s probably a 75%–25% or 80%–20% mix — so it’s more on production and less on freedom. There are a few projects here and there where I give a bit more creative leeway. For instance, I gave them quite a bit of freedom to build a brand store and optimize it. We had an idea of what we wanted to do, but it was really them doing the layout and the idea of how the brand store should actually come together. 

What is the team composition?

I typically work pretty closely with four people from Iron. Matt (Partner & Executive Creative Director) and I stay in touch and have quarterly conversations that are more strategic in nature. Week to week, we discuss big ideas. The next step down is Brittany (Senior Digital Producer). She’s the overarching person that has always helped me on the billing side, connecting dots on projects, and sometimes doing project management. 

Then, there’s Amaechi (Account Manager), who’s involved in tactical account management and project planning. He’s been really instrumental in getting projects done. Finally, there’s a woman named Meagan (Product Manager), who has been spending a lot of time on particular things that are more digital-oriented and tactical. She’s also connected to turning creative for me.

How did you come to work with Iron Creative?

I met Matt quite a while ago when I was at another company. In my early days at Fitbit, we were looking for someone to do tactical executions for us for overflow projects. Either someone on my team or me connected with them, and I’ve since expanded their scope over the last five years or so. 

We’ve taken the work as far as my needs have grown. For instance, with Amazon, I was able to handle the first couple of years. However, as my job has changed to be more managing people as opposed to constantly doing projects, I’ve been able to leverage Iron more. They do some of the work I did before and also do it at a higher level than I did.

How much have you invested with them?

We’ve probably invested around $500,000–$1 million. 

What is the status of this engagement?

The collaboration probably began around 2014, and it’s ongoing.

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

We work under pretty tight timelines, so we measure whether they’re able to work within those timelines and produce content that meets the needs of myself and my leadership team. At the end of the day, I need to have things up and running on time, specifically for product launches.

How did Iron Creative perform from a project management standpoint?

They’ve been really good. They’re very responsive to my needs and very good at making sure that they’re communicating along the way. I’ve been very happy with them. There are other agencies that I could look to work with, but Iron has been super flexible and very open to collaboration, and they hit the timelines I need. 

We’ve had occasional meetings in-person for kickoffs, but it’s primarily through email and collaboration through Zoom calls. 

What did you find most impressive about them?

Their responsiveness is number one — they’re always quick to get back to me and give me an idea of how quickly they can do something. The second thing is that they deliver what they promise. They get things done on the timeline that they commit to. The last point is the quality of work — they do high-quality work that I can trust. 

Are there any areas they could improve?

It’s hard for me to say — I’m pretty satisfied and haven’t needed to look for anybody else, so I don’t have much I’d critique them on. The only issue I’ve faced is some people leaving the company and us transitioning to a new person. However, in each case, there hasn’t really been a let-up in the service that they provide. While they’ve lost quality people, they’ve replaced them with quality people as well. 

Do you have any advice for potential customers?

Part of it would be to do face-to-face engagement if you can, just so you know who their people are. Beyond that, they’re very responsive and good at getting things done.

Introduce your business and what you do there.

I was the senior director of training and education at TRK, a functional training equipment company.

What challenge were you trying to address with Iron Creative?

We’ve used Iron Creative over a period of time. Initially, it was for marketing support because we were moving faster than we could handle internally.

Specific to the work I was closest to, we had to build a mobile app in a concise period of time. We needed an agile design team to take this product and bring it to life in a way that was reflective of our brand.

What was the scope of their involvement?

As for marketing services, the team helped with our email, designed a few of our ads, assisted with branding, and worked with our trade show collateral.

The app itself was for iOS, and it was a proprietary system. We had sourced a content solution app from a developer in the UK, and it is basically a bare bone structure to deliver content. Then, we had to create the UX/UI and branding experience from scratch with their team.

What is the team composition?

I worked with three people, including Matt (Partner). The other two were designers named David (Creative Director) and Russell (Creative Director).

How did you come to work with Iron Creative?

Our VP of marketing originally brought them on for the marketing work. Through several meetings, I developed a professional relationship with Matt. When this last project came on my plate, I was already familiar with them. Another plus was that they were based here in San Francisco.

How much have you invested with them?

We spent about $35,000 a month.

What is the status of this engagement?

Our engagement with Iron Creative on the app portion lasted six weeks in the summer of 2015.

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

It was very good. There was a lot of pressure, but their team was very easy to work with. Iron Creative was able to adapt away from their standard process to meet our rather extreme and unique needs.

How did Iron Creative perform from a project management standpoint?

Primarily, communication was through email. Their main platform is Basecamp, so we did do work through there quite a bit. We also met in our office. They were extremely excellent at meeting the tight deadline. Many people thought we weren’t going to get it done, but we were able to right on schedule.

What did you find most impressive about them?

My favorite part of working with them was their willingness to adapt. With our tight deadline, they made us a priority in lots of meaningful ways.

Are there any areas they could improve?

No, not that I can think of.

Do you have any advice for potential customers?

When working with a firm like Iron Creative, have a clear sense of what you want to do. But be able to approach the project with an open mind so that their team can add value. They bring in a lot of creativity and alternative thinking into a design project.

Introduce your business and what you do there.

I was the senior vice president of strategy and innovation for a national chain of health clubs.

What challenge were you trying to address with Iron Creative?

We wanted to build and launch a new boutique fitness brand within the larger entity of Leisure Sports. We hired Iron Creative to help with branding and design.

What was the scope of their involvement?

They helped with the naming and visual storytelling for our new brand. They made an iconographic story to show the three different pillars of our new boutique brand. They also designed our iOS and Android mobile application. The app curates a workout schedule for users based on their availability and interests. They were vital strategy partners for the app from conceptualization to user flow and graphics. In addition, they designed facility graphics for the two studios that we opened. 

What is the team composition?

I work directly with Matt (Owner & Head of User Experience), and Russell (Creative Director for Digital) is our primary graphic designer. 

How did you come to work with Iron Creative?

I knew about them because they worked as subcontractors at my previous job. 

How much have you invested with them?

We spent a bit more than $50,000. 

What is the status of this engagement?

We started working together for this project in 2018. We completed this most recent project at the end of 2019.

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

We don’t have any quantitative metrics. However, the visual storytelling tools were very well received when I was pitching this new brand to potential investors. They brought our ideas to life visually. Their work is visually impressive and very clean. It gave us a professional and elevated feel, even as a new brand. 

How did Iron Creative perform from a project management standpoint?

The engagement was episodic, and everything was delivered through sprints. I worked with several project managers, all of whom were great. 

What did you find most impressive about them?

They’re easy to work with, and they’re very willing to meet us where we are. The team has always been helpful regardless of the size of the project or where we’re at in the conceptualization phase. 

Are there any areas they could improve?

No, nothing comes to mind. 

Do you have any advice for potential customers?

I think having a very clear, well articulated expectation of what you’re looking for is helpful. However, give them some space to be creative because that is one of their strengths.

Please describe your company and your position there.

I was the head of corporate brand at Genentech, managing both internal and external branding projects, from corporate advertising to web and social presence to video to events and internal branding. I was also the head of the Verily (formerly Google Life Sciences) Brand Studio

For what projects/services did your company hire Iron Creative, and what were your goals?

We hired Iron for everything from deck development, outdoor advertising, website development, design for print, and brand management platform development. I also worked with them again when I was the head of Verily Brand studio to overhaul the websites as well as to do motion graphics and video.

How did you select Iron Creative and what were the deciding factors?

We did the standard big company/agency round up in which we had a few recommended agencies come in and pitch. At the end of the day these things come down to value. Iron had the clearest strategy, best design, and strongest cultural fit, while staying much more affordable than some of the other groups we looked at.

Describe the scope of work in detail, including the project steps, key deliverables, and technologies used.

The iron team is always extraordinarily responsive, so we were in communication most days to define and redefine the scopes of work as needed, to collaborate on proposed wireframes, designs, copy, storyboards, or architectures.

How many people from the vendor's team worked with you, and what were their positions?

I've worked with the 2 principals, a few account managers, art directors, designers, and copywriters.

Can you share any measurable outcomes of the project or general feedback about the deliverables?

Feedback around design and user experience for the new Verily.com site was excellent both internally and externally. The advertising and internal brand work for Genentech increased engagement with our internal programs and our digital properties, as well as our philanthropic programs.

Describe their project management style, including communication tools and timelines.

Iron is super flexible and will work mostly to fit whatever approach to collaboration you're comfortable with. They're highly collaborative, take direction well, will also tell you when you may be about to make a mistake, and always came in ahead of time and under budget.

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

Iron's creative works is fantastic. But there are other companies who do great work. Iron does great work, but they're work ethic is better than any agency I've seen.

They commit to understanding the problem you're trying to solve, are able to change direction if/when change is required, and are open, honest, and easy to work with.

Are there any areas for improvement or something they could have done differently?

Nope.

Please describe your company and your position there.

The Trust for Public Land is a national nonprofit that conserves land and creates parks for people. I was a regional marketing director at the time of the project.

For what projects/services did your company hire Iron Creative?

A B2C, POS incentive and promotional partnership between The North Face and The Trust for Public Land.

What were your goals for this project?

Brand awareness and affinity.

How did you select Iron Creative?

They were clearly out-of--the-box creative thinkers and problem solvers, able to synthesize differentiated brands around a common KPI.

Describe the scope of their work in detail.

Provide a free, engaging promotional incentive to The North Face customers that rewarded their shopping experience, connected The North Face with a cause they might support, and introduce The Trust for Public Land to the customer.

What was the team composition?

Project leads, and creative team.

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

They came up with "more than a map" of urban adventures in key markets (San Francisco, Denver, etc.) that was easy to use, engaging, and different, while simple and practical to use, and well-branded.

How effective was the workflow between your team and theirs?

Very effective. They got to know the teams and objectives, pitched a concept, refined it with both partners, and managed final design, production, and delivery flawlessly.

What did you find most impressive about this company?

There was no cookie-cutter, off-the-shelf approach, which we appreciated. They really dug into the problem and customized a creative solution that stood apart and made everyone - the partners and the customers - feel good, valued, and part of something unified.

Are there any areas for improvement?

Not really.