What evidence can you share that demonstrates the impact of the engagement?
With a brand identity, a lot of it’s anecdotal; do people like it, does it look cool, and do we feel like it reflects our company’s identity? I would say that’s a definite on all three of those. Matchstic took a brand identity that was great ten years ago and dusted it off for the modern world. We wanted it to be clean and simple and reflect those same qualities in our business. We also wanted it to be differentiated, so that if you were looking at a different IT company next to us, it would be very evident that we were different.
How did Matchstic perform from a project management standpoint?
Their team communicated really well. We were brought in throughout the entire project. I think a common approach to brand identities is that the vendor goes off and then there is a big reveal, which I’m not a fan of. Rather, we got to iterate with Matchstic. They would go through 2–3-week rounds, and then I’d be able to go in and be a part of that so we could move on to the next round. I think that’s a better way of working; they’re just transparent.
They did use project management tools, but I wasn’t involved in those, as I didn’t want to be in it that deep. A lot of our day-to-day happened through a shared Slack channel, which I think both of our teams preferred. We had weekly check-in calls, and then every milestone had a call or presentation. We were physically pretty close to each other, so I would usually go to their office and they’d spend an hour explaining their thoughts, assumptions, and the direction they were going in, while also laying out options. They were very organized. To me, it was really well put together.
What did you find most impressive about them?
Their ability to get to the essence of the brand is their gift. From seeing their other work, I believe that to be true in general, not just for us. They only do brand identity, and that’s their secret sauce; I think they’re super great at it because they only do that.
Are there any areas they could improve?
Not really; of all of the service providers we work with, they’re the ones I never really have to think about. Any time we engage them for something, it just happens the way it should.
Any advice for potential customers?
It’s very important to be serious about your brand identity and someone being able to figure it out. This is not the place to go if you want a small project or you want someone to do what you tell them to do. For instance, if you go to them with a design spec, they might do that, but I don’t think that’s where their gift is, and it’s probably not the best use of your money.
If you want someone who can really explore your brand, what it means, and who its constituents are, and then speak to those constituents through something as small as a logo and a typeface, they’re masters of their craft in that way.