J2

BACKGROUND

Introduce your business and what you do there.

I'm the chief of staff for The Branch, a nonprofit media organization.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with J2?

We hired J2 to support us with a rebranding process, including a new website and logo. 

SOLUTION

What was the scope of their involvement? 

J2 conducted a discovery process, reviewing our website and materials given to them. The team listened to our podcasts and had individual discussions with our team members. They shared various takeaways and sought our feedback through multiple iterations until we reached a final product that met our satisfaction.

Our website features a comprehensive list of all our podcast episodes and articles. It also provides information about our team members, available job openings, and other relevant details. The team utilized WordPress for the site and Figma for the website and logo design process. 

What is the team composition?

I was in contact with four individuals from the J2 team.

How did you come to work with J2?

We came across J2 through a Google search.

How much have you invested in them?

The investment was $50,000.

What is the status of this engagement?

We engaged with J2  from July 2022–April 2023.

RESULTS & FEEDBACK

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

We were extremely pleased with the work completed by J2. The quality of their design has received positive feedback.

How did J2 perform from a project management standpoint?

The J2 team consistently met all the deadlines and communicated clearly. They informed us of any timeline changes. We appreciated the regular email and meeting schedule, which was very helpful. For communication, we used email and Zoom for meetings. 

What did you find most impressive about them?

Overall, working with J2 was a very positive experience. I would recommend J2 to any organization — they're excellent!

Are there any areas they could improve?

I cannot think of any areas that need improvement.

Do you have any advice for potential customers?

It's essential to communicate your needs clearly and remain receptive to their suggestions, as the team has a keen eye for detail.

BACKGROUND

Please describe your company and position.

I am the Vice President for Marketing and Communications of Susquehanna University

Describe what your company does in a single sentence.

Susquehanna University is national liberal arts university, invested in cultivating intellectual grounding, active learning and global citizenship for all students.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire J2 to accomplish?

• Refresh our university brand

SOLUTION

How did you find J2?

Direct Mail from Firm

Why did you select J2 over others?

• Pricing fit our budget
• Great culture fit
• Good value for cost
• Company values aligned
• Understood our market and industry

What was the size of J2’s team?

6-10 Employees

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

• Research and Brand Audit with Review of External Research, Audit of Top Competitors, Internal Interviews and a Final Research Report.
• Brand Development with an Approved Platform and Staff Training.
• Voice and Messaging Development with Headlines, School Descriptors, Voice, Tone and Copywriting Guidelines and Staff Training.
• Visual Concepts for Marketing, Campus Signage and Website Homepage.
• Brand Manual, Staff Training and Go-to Market Strategy.

RESULTS & FEEDBACK

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

• The College and University Public Relations and Associated Professionals organization awarded Susquehanna a gold Cuppie award for the brand refresh. The final brand was well received by the Board of Trustees, members of the campus community and external audiences. Since launching the one-minute brand manifesto video written by J2, it has been our most watched video on YouTube with 6.5K views in one month and an average watch time at 92%.

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

Overall, J2 delivered items in a timely manner. We initially proposed an aggressive timeline and collaborated to adjust the timeline to deliver a quality brand, still within a year's time. They put in extra time when we needed to hit target dates to present to the board.

What was your primary form of communication with J2?

• In-Person Meeting
• Virtual Meeting
• Email
• Messaging App

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

J2 was very willing to do out-of-the-box strategy and go the extra mile. They excelled in all aspects and brought in expert partners when needed. The J2 staff itself is genius and took the time the really get to know our institution, almost as if they were an in-house agency. They were great at listening and responding to feedback. They were always responsive and overall a delight to work with.

Are there any areas for improvement or something J2 could have done differently?

Considering the vast amount of work and creativity delivered throughout the year, I have no recommendations for improvement.

BACKGROUND

Introduce your business and what you do there.

I’m the CMO at a veterinary staffing solutions company. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with J2?

We needed help with our brand awareness and lead generation strategy.

SOLUTION

What was the scope of their involvement?

J2 has designed our advertisements for four years. They helped lead our initial consumer insights, and built out the creative expression of our brand promise across multiple channels. They lead the creative development of all of our brand messaging including creative concepting, graphic design, and copy. J2 also recommended an artist to create custom illustrations that have now become signature assets of our brand. They oversee the development of all illustrations.

Moreover, J2 has created our brand guidelines, including our logo, color palettes, and font treatments.

What is the team composition?

We work with around seven teammates from J2, including the executive creative director, the account director, an account executive, the art director, and a designer.

How did you come to work with J2?

J2 had a personal relationship with our CEO.

How much have you invested with them?

We've spent around $1 million with J2 so far.

What is the status of this engagement?

We started working with J2 in 2020, and our partnership is ongoing.

RESULTS & FEEDBACK

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

J2 has kept on top of competitive trends and helped us achieve our lead goals each month. J2’s work has significantly contributed to consistent double-digit revenue growth for the company. J2 is collaborative and respectful when receiving feedback, and they know when to keep pushing for their ideas and suggestions. 

How did J2 perform from a project management standpoint?

J2 has excelled at project management. We communicate through email and in-person and Zoom meetings.

What did you find most impressive about them?

I’m most impressed with J2’s creativity. They’re highly collaborative and don’t let their egos get in the way of finding the best solution for the client.

Are there any areas they could improve?

We’ve addressed all issues, and I can’t think of anything for J2 to improve. 

Do you have any advice for potential customers?

J2 is a highly creative and an excellent partner. However, they don’t have the in-house talent to handle strategy assignments and don’t offer full-service advertising solutions. Just keep in mind that J2 is a boutique creative agency and that you’ll need to bring significant strategic knowledge and other solutions for media planning and social media marketing.

BACKGROUND

Introduce your business and what you do there.

I’m a director for the Santa Barbara Botanic Garden, a native plant garden and living museum.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with J2?

We needed to rebrand the garden.

SOLUTION

What was the scope of their involvement?

Initially, J2 researched our current audience and did intercept and staff surveys for the rebranding. They also did a brand video that laste almost two minutes to showcase the new brand for us. The filmed video mainly showed landscapes, and we did the voiceover.

Then, the branding project rolled into a second project. J2 did a website redesign; we went from Drupal to a WordPress website. They also used Figma for the design.

What is the team composition?

Brian (Founding Partner & Managing Director) and Alan (Founding Partner & CEO) initially came on and worked on the pitch. From there, many team members were involved. Cara (Creative Director) was our main point of contact, and Jason (Executive Creative Director) jumped in to work on the brand and the video.

How did you come to work with J2?

I joined the project in July 2021, so it had already begun. I don’t know how they found J2.

How much have you invested with them?

We spent close to $250,000.

What is the status of this engagement?

We hired them in March 2021, and they completed the branding portion of the project in December 2021. The video project wrapped up shortly after, and we launched the branding and the website in June 2022.

RESULTS & FEEDBACK

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

The website tracking wasn’t set up correctly, so we don’t have good data until after the launch. However, we’ve seen more engagement, and the site has a better customer experience. Also, the backend is super easy to manage now.

How did J2 perform from a project management standpoint?

They met deadlines and stayed on budget. We had a weekly check-in meeting and were in touch to answer any questions in the interim. We used Google Workplace for project management.

What did you find most impressive about them?

J2 was small enough to provide hands-on service. We didn’t get lost in their client mix, which was really refreshing. Moreover, they were personable, easy to work with, and passionate about their work. Also, J2 slowed down and explained the importance of the work, and when it was time to present to larger groups, they could capture everybody’s attention so that anyone could digest what was happening. Overall, we had an excellent relationship with them.

Are there any areas they could improve?

We did the website redesign in six months, so we missed the opportunity to have a follow-up period to work out any of the kinks as part of our scope. We didn’t ensure that everything was tracking properly, so it was a miss on our part.

Do you have any advice for potential customers?

J2 is a wonderful agency to work with; just make sure everybody is on the same page and understands the expectations. Also, make sure that the total branding package can be opened correctly. As a small nonprofit, we didn’t have fancy design tools, so that was a bit of a learning curve on our end.

BACKGROUND

Introduce your business and what you do there.

I’m the deputy director for Union Square Alliance, a property-based assessment district in San Francisco, California. We provide services to a 27-block area in San Francisco, offering cleanliness, security, and safety. We also do marketing events, public realm campaigns, and advocacies. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with J2? 

We were looking to rebrand our organization. 

SOLUTION

What was the scope of their involvement?

We initially did a rebranding campaign with J2. They facilitated research and discovery sessions, and then we did an interim campaign for our brand messaging. The team ultimately created a brand strategy for us, which included our brand concept, design, and identity development. As part of the brand identity development process, they created icon library templates, PowerPoint templates, welcome kits, uniforms, and other branded items.

At present, we’re working with J2 on a website redevelopment project on WordPress. We hope to launch the project's first phase right before the holidays this year. They’ll also provide hosting and maintenance services, but we haven’t gotten there yet. 

What is the team composition?

We work with 4–6 people from J2, including principals, project managers, and designers. 

How did you come to work with J2? 

We did an RFP, and five firms submitted their proposals. The COVID-19 pandemic slowed things down for a few months. When we went back to the vendors and talked to them about our situation, J2 responded most favorably to us in terms of how they would adapt to our challenges. As a result, we ended up hiring them for this project. 

How much have you invested with them?

We’ve invested around $150,000 in the branding project. We’re spending around $120,000 on the web development project, but we haven’t finished it yet. 

What is the status of this engagement?

We signed the contract with J2 in August 2020, and the engagement is ongoing.

RESULTS & FEEDBACK

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

People absolutely love the new branding. J2 has provided us with a couple of options, and stakeholders have unanimously gravitated towards one of them. It’s been truly well-received by our board of directors and by the community as a whole. People have commented on the branding recently, including our partners, who are designers themselves — they’re fans of the work that J2 has done. 

Meanwhile, the website development project has taken slightly longer than expected, but that’s on our side. J2 has been truly patient. They’re truly client-focused and eager to hear our needs. They advise us along the way, too. Overall, we’ve had a good experience with them.  

How did J2 perform from a project management standpoint?

Their project management is excellent. We communicate mainly through emails, and J2 shares documentation and timelines. The team facilitates regular check-in meetings with our director of marketing. 

What did you find most impressive about them?

They’re great listeners and respond to our needs. They have a great understanding of what we’re trying to accomplish. 

Are there any areas they could improve?

No, there aren’t any. 

Do you have any advice for potential customers?

Be upfront about your needs, deadlines, and goals. Listen to J2’s advice and work with them — they’re excellent. 

BACKGROUND

Introduce your business and what you do there.

I’m the executive director of the Global Philadelphia Association. We’re an organization that positions Philadelphia internationally.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with J2?

We were an 11-year-old organization and halfway through our existence when we were able to activate the World Heritage City status for the city of Philadelphia. We knew it was coming because we had to go through many applications and meetings. We then involved J2 in our project as we wanted to activate in Philadelphia the knowledge and importance of becoming the first World Heritage City in the US.

SOLUTION

What was the scope of their involvement?

The team began by activating the civic and corporate key leaders in Philadelphia to make sure that they understood what World Heritage meant. International people were very familiar with the idea of World Heritage, but folks in the US weren’t.

As a result, we wanted to ensure that those leaders would align themselves with different thought groups around the next steps in activating the World Heritage designation and what Philadelphia could do with it. The data helped us with that discussion and building events around that process.

J2 was also responsible for making a small website, but it wasn’t the main thrust of their work. They also did a lot of graphic design work and helped us develop a very strong messaging.

What is the team composition?

At any given time, we were working with 2–8 people, including Jason (Executive Creative Director). We also worked with their project manager, designer, web developer, and client coordinator.

How did you come to work with J2?

Our board had all sorts of people, including a well-known architect in Philadelphia. Through him, Jason came highly recommended. We also knew of J2’s reputation for graphically designing and positioning visually on planes, cities, and universities.

How much have you invested with them?

We spent $80,000.

What is the status of this engagement?

We worked with them from October 2014–October 2016.

RESULTS & FEEDBACK

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

Before doing the World Heritage Work, we were a $150,000 operation nonprofit. However, once we activated the community at a higher level when we became a World Heritage City, we successfully increased the budget to $500,000.

How did J2 perform from a project management standpoint?

They had an excellent project management process. We communicated in person.

What did you find most impressive about them?

They were good at reading the room, the clients, and the opportunity and putting everything together.

Are there any areas they could improve?

No.

Do you have any advice for potential customers?

Come to the table and be clear with your messaging and what you’re looking for. Give them good directives to move and do what they have to do. I also advise you to listen to them because they lead their clients in the right direction.

BACKGROUND

Introduce your business and what you do there.

I’m the president and CEO of Laurel Hill Cemetery and West Laurel Hill Cemetery & Funeral Home. We have two cemeteries right across the river from each other.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with J2?

We’re a multifaceted organization — we have multiple locations and at least four different entities — so we want to unify it. Our group has multiple logos, IDs, and URLs, and the whole idea is to communicate with our customers in a much more logical and understandable way.

SOLUTION

What was the scope of their involvement?

J2 has worked on our branding and web development needs, including our logo and brand name. Our cemeteries are named differently, and J2 has brought them all under the rubric of Laurel Hill. We’ve kept the different entities but put them all under one logo. 

Currently, we’re in the throes of finishing the website. We expect everything to be completed by the end of March 2022. They use WordPress to develop the website. 

What is the team composition?

We mainly work with Alan (Co-Founder & Principal), Brian (Founding Partner & Managing Director), and Cara (Creative Director).  

How did you come to work with J2?

I knew Alan from my previous work, and J2's reputation in the community was highly positive. I did a number of calls and interviewed some of their clients — they provided rave reviews. That was when we started our engagement. 

How much have you invested with them?

We’ve spent between $100,000–$250,000. 

What is the status of this engagement?

We started working together in July 2020, and the engagement is ongoing. 

RESULTS & FEEDBACK

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

We measure success using the timeliness of J2’s delivery and their attention to our needs. Our team also checks their patience as we work through the decisions of our company’s leadership. We also evaluate their aesthetics and design talent, along with their ability to grasp the needs of our organization. So far, J2 has helped us achieve more brand awareness.

How did J2 perform from a project management standpoint?

In terms of deadlines, J2 is running late; they’ve surpassed the schedule by a couple of months, which isn’t too far off our timeline. That said, they’ve informed us about this delay. In fact, we may have caused some of the delays. Overall, while they’re running late, they’re still excellent communicators. The team has also stuck with our budget. 

To manage the project, we’ve used Basecamp. We typically communicate using Zoom. I don’t get into the nitty-gritty details of their communications, but the team talks to my staff via phone calls, emails, and Zoom or Google Meet.

What did you find most impressive about them?

J2’s passion for the project is reflected in their outputs. They’re excited about their work, and that shows in the final product.

Are there any areas they could improve?

No, there aren’t any. The team has been truly responsive and patient, and they’ve performed professionally — I can’t say enough good things about them. 

Do you have any advice for potential customers?

Hire J2, and be transparent with them. They’re eager to learn about their clients because the more they know about their customers, the better product they deliver. 

BACKGROUND

Introduce your business and what you do there.

I am the owner and VP of Keystone Capsules, which manufactures, recycles, and produces tin wine capsules. Keystone Capsules is owned and operated by Nathan Trotter, where I am a partner. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with J2?

J2 helped develop and create a brand for Keystone Capsules. 

SOLUTION

What was the scope of their involvement?

J2 developed branding materials and a website for Keystone Capsules. Their team outlined each step of the process, starting with identifying our business needs and desired branding positioning. Then, J2 developed the brand voice and materials, including a logo, letterhead template, and a PowerPoint template. J2 also designed our website. 

What is the team composition?

We worked with 5–7 teammates from J2, but another five teammates were working on the backend. 

How did you come to work with J2?

We’d worked with J2 before on other projects for our flagship company, Nathan Trotter. They helped reinvigorate and refurbish our branding and website. Initially, we found them through some research we completed on companies in the Philadelphia area, where we’re based. All of that was about 10 years ago, but we had a good experience working with them on the Nathan Trotter projects, so it was a no-brainer to use them again with Keystone Capsules. 

How much have you invested with them?

We invested around $75,000 with J2. 

What is the status of this engagement?

This project with J2 was from March–December 2021. 

RESULTS & FEEDBACK

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

We aren’t tracking any formal metrics for this project. However, we’ve received tremendous feedback from customers in the marketplace, who we are focused on appealing to. My team is thrilled with the product J2 delivered. 

How did J2 perform from a project management standpoint?

We had regular status, tactical, and milestone meetings with the J2 team; at any given time, we knew exactly where we were at in a project. 

What did you find most impressive about them?

J2’s team was very talented and professional, which contributed to an easy project and a high-quality final product. 

Are there any areas they could improve?

We set a website implementation in October when we first discussed the proposal, but rollout didn’t happen until November. However, the J2 informed us that the timeframe was tight and shared regular updates throughout the processes, so we didn’t push back on that at all. 

Do you have any advice for potential customers?

I’d advise customers to be open and communicate as much information as possible to the J2 team. The more project information J2 consumes, like market data or project direction, the better the final product. 

BACKGROUND

Introduce your business and what you do there.

I’m the founder and CEO of Philadelphia Nanny Network, a domestic staffing business. We service families hiring nannies and babysitters, and we’re one of the largest providers of employer-sponsored backup care.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with J2?

We had already expanded into other markets outside of Philadelphia, and we were planning on continuing our expansion. We needed someone to guide us through the process of conducting a total rebrand. In line with that, we needed a website overhaul.

SOLUTION

What was the scope of their involvement?

J2 helped us with our rebranding efforts. The first order of business was to explore whether or not we should change our name. The team conducted a study around our current brand and how entrenched it was in our local market. They considered how we had already been in business for around 30 years. With the help of their analysis, we eventually decided to keep our original name and just do a total rebranding.

Then, the J2 team tweaked some elements of our brand, including how we presented ourselves. They created a new logo along with a style guide revolving around that logo. Afterward, they designed and developed our website, handling everything except the copy, which another vendor did. J2 created the website from scratch on a newer platform that had more functionalities than our old site. For example, they built contact forms into the website.

What is the team composition?

I mainly worked with Brian (Founding Partner & Executive Creative Director) and another teammate with whom I worked closest. We had in-person meetings where they would bring in one of their experts depending on what part of the project we were in, so I worked with several people on the team. This included developers, designers, and so on.

How did you come to work with J2?

Our first meeting was serendipitous. A friend and I were on a ski trip and decided to go to a restaurant on our last day. We sat at the bar and started talking to the two people next to us, who happened to be Brian and his father, who founded J2 originally. They happened to be from Philadelphia and mentioned that they did branding and web development, which was a project that I needed to do.

When I got back from the trip, I immediately contacted them, and they submitted a proposal. I had contacted two other vendors, but J2 seemed like the best fit. They were capable and incredibly creative, and at the same time, they considered our needs. I felt confident and comfortable with them, as well. Their price point was slightly higher than we wanted, but it was reasonable enough for us to move forward with J2. Everything just fell into place after that.

How much have you invested with them?

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

What is the status of this engagement?

The project lasted from April–December 2016.

RESULTS & FEEDBACK

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

Thanks to J2’s work, we had a massive increase in engagement. The site was easily navigable, allowing our potential clients to complete our forms easily. Overall, we got a lot of value out of their work. In fact, we continue to use the website.

The design, color scheme, graphics, and images were all expertly chosen. The brilliance of the website is how timeless it is — even though it’s been a few years since then, I still get compliments about how creative our site’s design is. Usually, websites have a specific shelf life, and then it starts to look outdated, but our site has stood the test of time. 

How did J2 perform from a project management standpoint?

J2 was super easy to work with and performed beyond our expectations. They didn’t drag out the project — they presented a reasonable timeline and worked within that timeline, meeting all their goals and deliverables. We used Basecamp to manage the project, and they were very organized in how they approached things. I initially found it hard to use, and the team was very flexible and offered to use email. However, with their encouragement, I learned to use Basecamp and found it to be really helpful. I even started using it on other projects.

What did you find most impressive about them?

I was impressed with their ability to listen and understand our vision in a short time. J2 synthesized our goal and created a design that was just phenomenal. It was also remarkable how easily the team could work with different companies in various industries.

We kept in touch with them in the years after the engagement and maintained a strong relationship. Actually, we have a potential project for another business of mine, so we’ve recently been in contact with Brian.

Are there any areas they could improve?

It would’ve been easier if I didn’t have to find another vendor to write the copy. Luckily, I found a great writer, and it all worked out.

BACKGROUND

Introduce your business and what you do there.

I’m the executive director and head coach of a 150-years-old social service agency headquartered in Philadelphia, Pennsylvania. We serve and focus on the issues of intergenerational poverty.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with J2?

We needed to rebrand our agency while we were doing a strategic plan at the same time. We wanted to align the language, the brand, and the relaunch. We were probably the oldest and least-known agency in the city at the time, and that had to get corrected. We hired J2 to do the rebranding work with the idea that our engagement would then morph into design work and collateral building.

SOLUTION

What was the scope of their involvement?

We went together through a mission statement, language definition, and value alignment, and the heavy lifting of the work was around the parallel effort of doing a strategic plan and the rebranding. We had to basically reset the agency, and we went through some organizational changes to tie in with all of those efforts. J2 also created a new logo and look and feel for all the collateral materials on the web, as well as printed materials down to the business cards.

Along with the new strategic plan, the brand roll-out, and the collateral, they helped us define how that was announced, designed, and disseminated. J2's work focused on both recruiting efforts with the participants of the fundraising and the overall communication with the stakeholders.

What is the team composition?

Alan (Co-Founder & Principal) has been involved in the overall project, Lucy (Art Director) was involved from the design point of view, and there were 5–6 other people in and out of the project as well. We also worked with a lead individual on the J2’s design team and a couple of other people. 

How did you come to work with J2?

We had an RFP process, and J2 responded. Prior to when I joined this company, I knew some of the agencies. I also had good recommendations of them from people that I knew in the industry. We looked at around 5–6 firms and, using a lot of different criteria, we settled in on them.

How much have you invested with them?

We’ve spent around $100,000–$250,000.

What is the status of this engagement?

We started working together around January 2016, and the engagement is ongoing.

RESULTS & FEEDBACK

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

We have about 8,000 donors historically, and that donor base has grown and been more active since the branding work made by J2. Our agency has also grown in terms of foundation and institutional support. I can’t tell if it all has to do with the branding, but it was clearly involved. Our new website clearly drove pro-growth.

In terms of size programs, we’ve grown about $3.5 million since then, but there have been ups and downs with government contracts. Before our engagement, we had about $8 million on the programs’ budget, and now we have over $11 million. Although the volatility is there and funding is a third of that number, the branding effort has supported that.

How did J2 perform from a project management standpoint?

We held a lot of in-person meetings when we were on a pre-COVID-19 time. We picked a local agency so we could meet with them, and J2 had a lot of interaction with the board and with us in the strategic plan group.

We had a lot of work sessions both at J2’s place and ours with a lot of whiteboarding, design thoughts, and refinement. It was the classic development process. When we were doing this, we worked pretty closely with our board. We had a subcommittee that was involved there, with some people with domain and experience in this space.

It all was pretty close and interactive, and we got pretty close to J2’s team.

What did you find most impressive about them?

J2 got our mission, bought into it, and got inspired by it.

Are there any areas they could improve?

We go through major partner reviews as a matter of governance on three-, four-, and five-year cycles depending on the area. That includes accounting firms, law firms, and any major provider. I do that with my other businesses — it’s a matter of good governance to go through a formal review so we don’t get too comfortable with our providers. We also need to test the market and move forward through that process.

The J2 that we worked with back then has had a lot of personnel changes. I’m somewhat close to the founder, but we’re reviewing them right now, and we don’t know where that’s going to take us. The J2 that we worked with in 2016 had a fair amount of turnover, but now, it’s not clear if we’re going to continue working together.

We have some real concerns about the agency that we’re now experiencing, and we've got to dig into it to move forward. They’ve changed staff and their subcontractor’s strategy. Candidly, we need to go back and do a reevaluation. We still respect the firm, but some really key people from the design perspective are no longer with them.

Do you have any advice for potential customers?

These types of projects can get very squishy, and the creative process is, by definition, squishy. You have to be very, very clear on the impact that you’re looking to get so that you don’t have a mission creep.