What was the scope of their involvement?
We wanted a unique icon. Our logo consisted of our acronym and our name, so we wanted to change that to make something more visually representative of us. We challenged them to find something that wasn’t a hand or a tree, like a lot of other senior associations.
We also have a diverse membership, and we wanted to highlight all of our members so they all felt like they identified with it.
They came up with a logo, a style guide, how we were going to debut it at the meeting, and provided samples of all the assets and marketing materials that we might use moving forward.
A survey went out to our members, and based on that feedback, we sent another survey to a tighter group. From there, they did a brand camp for us. Basically, it was a one-day workshop where a dozen people from our team went into their offices. We spent a full day talking through survey results, and getting down to the nitty-gritty of who we are and understanding what we needed out of the brand. By the time that workshop was over, they really understood our organization.
After that meeting, they came back to us with three different versions of the brand. They presented those to us in a really comprehensive way that made us feel like we kind of got a feel for how all three of those would work. Then our board of directors and staff went over it
How did you come to work with Mekanic?
They’re in our building, so we knew them. We met with them and felt like their culture was aligned with ours. We meshed well and they seemed like a good fit.
What is the team composition?
We had a few—they used an online system that managed our communication. Eric signed us on, and Sarah was one of the leads for the technical end of it, Tiffany was the project manager we worked with, and Darryl, was one of the lead designers.
How much have you invested with them?
We spent less than $50,000.
What is the status of this engagement?
We worked together from July 2019–January 2020