Pollywog

BACKGROUND

Introduce your business and what you do there.

I’m the executive director and curator of a 501(c)(3) nonprofit art center. We’re dedicated to enhancing community life through excellence and involvement in the visual arts. We provide a year-round program of contemporary art exhibitions and education programs for all ages, including summer camps, artist talks, and special events.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Pollywog?

We wanted a new name that more fully represented the community we serve.

SOLUTION

What was the scope of their involvement?

We formed a brand development committee of about 10 people who worked directly with Pollywog, and my board chair and I had direct contact with them. We’d worked with a professional marketer on our board who helped us to develop the essence of our brand, so we shared that with Pollywog and they reviewed it with the committee.

They made adjustments and did an initial name exploration, presenting about 30 names to us for feedback. Following the first round of iterations, they led a brainstorming session with the brand committee which led to another round of name presentation. We made a decision as a committee, and Pollywog came to our office for the final name presentation to our board of directors.

What is the team composition?

Our team worked with two people from Pollywog, including Devon (Founding Partner, Pollywog) as the lead.

How did you come to work with Pollywog?

We sent out an RFP to about a dozen firms. My board member found Pollywog, I think perhaps through Clutch.

How much have you invested with them?

We spent $10,000–$25,000.

What is the status of this engagement?

We worked with them from June–August 2019.

RESULTS & FEEDBACK

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

Changing our name was really hard and emotional since our organization is nearly 50 years old, but everyone has bought in because the process was run really well.

How did Pollywog perform from a project management standpoint?

They went above and beyond expectations. We were a unique client for them because we had strong feelings and creative input on the work, and they were happy to adjust their process to make us feel comfortable. They achieved the outcome we needed. We communicated primarily by email three or four times a week with one or two phone calls. The brainstorming and feedback sessions were held by phone or Skype.

What did you find most impressive about them?

Our board has a lot of personalities and they’re great leaders who managed that very well. They’re well-organized and understood a lot of different perspectives. They helped us stay on schedule.

Are there any areas they could improve?

At some point, they weren’t as flexible as we wanted, but by the end they were. I think sometimes our constructive feedback landed a little too personally for them. However, it didn’t stop the process, and they responded incredibly well.

Do you have any advice for potential customers?

Trust their process, but don’t be afraid to push back in order to get what you need.

BACKGROUND

Introduce your business and what you do there.

I’m the head of account management for Plan A, a holding company managing the account management department of another firm. We’re an advertising and strategy firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Pollywog?

We had a major global client up against a deadline for a global campaign. They found out their name for the campaign wasn’t testing well, so we were asked to come up with a new name within a week. We needed Pollywog to vet 100-125 name ideas in 11-15 global regions within five days.

SOLUTION

What was the scope of their involvement?

They did trademark vetting and online Google search vetting for the name ideas, including specific trademark processes for countries such as China and India. Their processes involved exact matching plus anything in close relation to the exact match.

The client needed to have 25-50 approved and cleared names so that they would have enough to choose one internally. We were sending them names in a rolling process.

What is the team composition?

My contact was Devon (Founding Partner, Pollywog). She was available at any time.

How did you come to work with Pollywog?

We’ve been working with them for a few years.

How much have you invested with them?

We spent $25,000–$50,000.

What is the status of this engagement?

We worked with them in August 2019 and the engagement has concluded.

RESULTS & FEEDBACK

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

Our engagement was highly successful. After vetting, we contacted all of our regional clients and they agreed with the recommendations from Pollywog and their analysis.

How did Pollywog perform from a project management standpoint?

They worked 24 hours a day for five days to hit our deadline. We spoke several times a day to make that happen. We emailed each other and held conference calls throughout the weekend.

Devon was phenomenal. She gave our client peace of mind that Pollywog would do whatever it took to meet the deadline.

What did you find most impressive about them?

I was impressed that they made our project work regardless of the unreasonable timelines and scale.

Are there any areas they could improve?

No, I can’t think of anything.

Do you have any advice for potential customers?

They’re small and nimble with a solid output. 

BACKGROUND

Please describe your company and your position there.

I’m the owner and chief creative of a design studio that provides branding and design services for nonprofit organizations, foundations, and companies dedicated to social good around the nation.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Pollywog?

I needed help shifting my business from an individual freelancer to a creative agency that’s worthy of attracting & serving large organizations. I tried for several months to rename my business, but it’s nearly impossible while running a business and trying to stay objective. I wanted to work with a naming agency that would approach my new business name with research and creativity, as well as capture the overall vision of my emerging business.

What were your goals for this project?

My goal was to create a new name for my creative agency.

SOLUTION

How did you select this vendor?

A quick Google search revealed several naming agencies, and I landed on my top three options. I contacted each one, but Pollywog was the only one that had a definitive process to their naming strategy. After speaking with Devon (Founding Partner, Pollywog) on the phone, I could tell from her kind demeanor and experience that they were the perfect match for my business needs.

Describe the scope of their work in detail.

I thought I could name my own business, so I initially approached them for consulting work. After several months with no success, I knew that Pollywog and Devon were my only solution. We kicked off the project with legal paperwork, the Brand Essence form, and a deposit. The Brand Essence form forced me to analyze my business from an objective perspective, rather than a creative one. The questions were simple but effective.

After I completed the form, we had a consultation call to work through my answers. A week after the call, their team provided five naming options that were each a match for my business and its brand story. I provided feedback on each name and chose one to move forward with. Then I purchased the recommended URL’s and contacted my patent attorney to file the trademark.

What was the team composition?

I mostly communicated with Devon, but John (Founder, Pollywog) was present on my consultation call and final presentation.

RESULTS & FEEDBACK

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

If only I would’ve hired them sooner, I would’ve saved myself months of frustration. After one meeting with Pollywog, I felt like they boiled down all of my abstract thoughts into a series of focused statements that I could immediately start applying to my marketing strategy. Their strategy document and rating system were incredibly easy to understand, and their creative work was spot on.

I haven’t launched the new brand yet, but anticipate a great deal of success. My team is psyched about the new name and brand direction. I can’t wait to see how our clients react.

How effective was the workflow between your team and theirs?

It was phenomenal watching Devon and John work together as a team to set the strategy for my new business name, making everything look easy. They’re professional, knowledgeable, and kind. Our calls were efficient, but also a lot of fun. Devon was communicative via email about their process and team progress. Our workflow seemed effortless. I had full confidence in Pollywog.

What did you find most impressive about this company?

I was most impressed by Pollywog’s commitment to excellence and strategy. They’re not only creative but took the time to research and understand my industry and position in the market. Pollywog truly cared about our business. They had a vested interest in our success.

Are there any areas for improvement?

Pollywog exceeded every expectation I had about the naming process. They’re a lean team but have the experience and proficiency of a much larger creative agency.

BACKGROUND

Please describe your company and your position there.

I am the principal of a consumer goods product development and launch-to-market company. We work with product innovators to create their products and present their brands to buyers in the industry.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Pollywog?

I engaged Pollywog to work with one of my clients to create new name possibilities to rebrand the product and company.

What were your goals for this project?

We wanted a list of potential usable names with descriptors, taglines, and stories.

SOLUTION

How did you select this vendor?

I found them online, spoke with the principals, and knew it was the right fit all-around for the project.

Describe the scope of their work in detail.

They created a primary list of usable names and content and a secondary list of potential names for my client to review and choose from for rebranding.

What was the team composition?

We worked with the two main principals and experts on this project.

RESULTS & FEEDBACK

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

Our internal client is quite pleased and is on the road to rebranding. Pollywog provided exceptional work and innovation. Their work was extensive, thorough, and very creative.

How effective was the workflow between your team and theirs?

Their communication is outstanding and their presentations and dialogue about the work are incredible. Their process is comprehensive, creative, and inclusive.

What did you find most impressive about this company?

They offer impressive knowledge of metrics, along with their understanding of names and products and why they work. I am not only excited about this project and what they have brought to the table but excited for any other project that I can refer to them and work with them on in the future.

Are there any areas for improvement?

No, I’m completely satisfied.

BACKGROUND

Please describe your company and your position there.

I’m the CEO of a financial planning firm. I provide financial advice to a broad range of clients.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Pollywog?

The firm has grown over the years, and we decided to rebrand the practice with a new name and create a brand essence and story.

What were your goals for this project?

We wanted our name to better convey who we are and what we do. The rebranding was an opportunity to create a stronger team, new standards, and a new culture.

SOLUTION

How did you select this vendor?

This vendor was highly recommended to us by a business partner. We did interview other vendors but decided to work with Pollywog.

Describe the scope of their work in detail.

We started the process by having an introductory WebEx video meeting with the Pollywog team. They presented who they are, what they do, and explained to us in detail how the naming and brand creation process works. We, in turn, told them about our firm, what we do, what we felt we lacked, and what we hoped to accomplish.

To develop our brand essence, Pollywog had us start by answering a series of questions. Once this was done, we went through several edits until we felt the brand essence clearly represented who we are. We then moved onto name generation, evaluation, and presentation. They walked us through each name option thoroughly, along with a creative tagline and brand story. We evaluated each name of its “wow” factor and talked through our options.

What was the team composition?

We worked directly with their creative director and design director.

RESULTS & FEEDBACK

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

We’re still awaiting final trademark approval of the new name.

How effective was the workflow between your team and theirs?

The Pollywog team was very easy to work and communicate with. They were easily accessible and immediately responded to emails and/or questions. Everything about our engagement was clear, from what information they needed us to provide and their regular work processes to what deliverables we could expect.

What did you find most impressive about this company?

We felt the Pollywog team really listened to and understood us; they took the time to get to know us. They had experience working with other financial advisory firms, so they knew the right questions to ask.

Are there any areas for improvement?

None that I can think of at this time. Once the trademark application is approved, we plan to work with them on logo creation.

BACKGROUND

Please describe your company and your position there.

I’m a board member for Neighborhood House, a social service agency in Saint Paul. I also own a business that plans events for major corporations and nonprofits.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Pollywog?

Neighborhood House decided to open a coffee shop as a social enterprise that will provide on-the-job training to our constituents and additional revenue for the agency. We needed a brand, a name, and a logo for the coffee shop on a tight budget.

What were your goals for this project?

We wanted to name the coffee shop in a way that would immediately tell the customers that they were doing something good by making purchases there. We needed to pull on people's heartstrings and relate back to the Neighborhood House organization.

SOLUTION

How did you select this vendor?

Pollywog was referred to us by another committee member. We looked at other firms, but none were as responsive or immediately committed to helping us. We also simply loved their website and the work they’d done for other companies, which sealed the deal.

Describe the scope of their work in detail.

The process began with a meeting with stakeholders. Devon (founding partner, Pollywog) collected information to inform the brand, such as brand promise, differentiator, and personality traits. They then refined the document and sent it back to us for approval. Pollywog presented six concepts for names, taglines, and brand stories to the group. They shared the results of their proprietary scoring process that evaluates names based on 17 traits.

After much discussion, the group settled on the name Beaningful. They then created two logo concepts, and we chose the one we liked best. They also created brand standards to help ensure consistency in how the brand is expressed on the website and signage. 

What was the team composition?

We worked directly with Devon. She spearheaded the process, meetings, and writing. John (co-founder, Pollywog) worked on the logo and brand standards.

RESULTS & FEEDBACK

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

The coffee shop has a terrific name that resonates with everyone who learns about it or visits. The staff, board, and participants are thrilled with the look of the brand. The coffee shop is selling more and more each month.

How effective was the workflow between your team and theirs?

The workflow was very effective. Devon was easy to work with and always on time with the deliverables. She’s so fun and a true professional. The whole project was done thoughtfully, on time, and under budget.

What did you find most impressive about this company?

Pollywog comes to the table with massive amounts of agency and branding experience. They’ve worked on very large projects, yet they treated our little project as if we were as important. That is an excellent skill.

Are there any areas for improvement?

None come to mind at the moment.

BACKGROUND

Introduce your business and what you do there.

We’re a large B2B chemical manufacturer that sells industrial cleaning products to a wide range of segments, including restaurants, hotels, and more. We also offer monthly consultation services. In my role, I serve as the head of customer insights for our St. Paul, Minnesota institutional division.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Pollywog?

We had a line of laundry detergents that we used professionally around the world, but each product had a different, arbitrary name. There was no concrete reason behind the naming. As such, we hired Pollywog to help us understand how customers perceived our products across different communities and come up with potential names.

SOLUTION

What was the scope of their involvement?

In the beginning, they brought on a third-party resource to handle the discovery work. This involved conducting extensive interviews with our global sales force and looking at how consumers thought about our product. They then delivered an excellent deck of potential positioning scenarios.

Using this information, Pollywog came up with 31 names grouped into five categories before going through rigorous brand tests. Their team then ran them through initial trademark, cultural, and relevance tests.

At the end of the process, they led us through a two-hour workshop to explain the pros and cons of each name, collecting our feedback in a well-structured way. The session concluded with a final discussion on our top five names.

What is the team composition?

I primarily worked Devon (Founding Partner, Pollywog), but she brought in a resource from an external firm to handle the discovery phase. There was also a third resource who worked behind the scenes.

How did you come to work with Pollywog?

I found them through an online search and liked how incredibly nimble they were. Most naming companies sit inside of larger marketing agencies and sell their services as part of a package. However, Pollywog offered a more tailored solution that suited our needs.

On top of that, they were honest about their skill sets, telling us upfront that they would bring in a third party to handle the initial insights. The fact that Devon knew how to identify the perfect partner for the discovery/positioning work coupled with her flexibility made her an ideal option.

How much have you invested with them?

The naming work alone cost about $34,000, but we spent $68,000 in total.

What is the status of this engagement?

Their work lasted from October–November 2018.

RESULTS & FEEDBACK

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

Pollywog came up with 31 names and tested them thoroughly against different screens. The trademark testing was particularly useful because it encompassed any company that used our names, regardless of whether or not they had a trademark.

How did Pollywog perform from a project management standpoint?

They constantly kept in touch and had an exceptionally thorough process. Their proposal mapped out exactly what they would do, and they followed it closely. Anytime we had a question, they were quick to answer, and they seamlessly managed our time.

What did you find most impressive about them?

I appreciated their flexibility and creativity. The project was about finding a name that meant something to our customers. In our case, this meant a name that struck a chord and was translatable across multiple countries. You have to be a great writer or strategic thinker to get to the heart of a B2B liquid chemistry product and have it resonate with people, and Pollywog did an excellent job.

Are there any areas they could improve?

Like any naming agency, Pollywog is well-versed in consumer branding for B2C products. However, working with B2B companies can be more difficult because we don’t have any consumer brands; rather, we were renaming our product line. As a result, I should have asked for fewer metaphorical names, which would have been better suited to B2C products.

BACKGROUND

Introduce your business and what you do there.

We are a custom replacement window manufacturer, and the most trusted brand in window and patio doors nationwide. I am the creative director, and am in charge of all our consumer-facing marketing and internal literature.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Pollywog?

We wanted to add clarity and organization to some of our consumer-facing brand characters. We are engaged in delivering a positive consumer experience through the lifecycle of each customer journey, so we created key characters that speak to different customer experiences. We engaged in various product initiatives, including producing and updating our offerings and a naming project for some of those characters.

SOLUTION

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

We’re still in the midst of deploying the results of these projects, and are completing a kind of rolling integration. We don’t have any solid metrics as yet, but we hope to see an increase in sales, based on the quality of the new names.

How did Pollywog perform from a project management standpoint?

Their project management is top-notch; they’re very attentive and great communicators. They met all our requirements and were always well-prepared. We either leveraged technology for our discovery meetings and presentations, or we met over the phone or in person.

What did you find most impressive about them?

We had a high level of confidence in their abilities. They did everything they said they would and delivered high-quality options for us. They were attentive to our needs and offered an integrated, streamlined, appropriate plan of action. We got the intimate, consolidated process we wanted.

Are there any areas they could improve?

We really have no complaints for them. All their presentations and structure were great, and I have no recommendations for improvements. They did a great job.

BACKGROUND

Introduce your business and what you do there.

I’m the COO of Simple Rose Inc., a high-performance computing startup.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Pollywog?

Simple Rose Inc. wasn’t the most effective name for a company that provides cutting edge technology. We needed to find a company that could help us come up with a new name that reflects our innovative work.

SOLUTION

What was the scope of their involvement?

Pollywog’s scope only required them to generate five names and a brand story and a company tagline for each name. They went beyond their specs and gave us seven names with brand stories that complemented our high-performance computing technology brand. Their team started the project with an hour-long interview to get a better understanding of our industry and the audience that we serve. They also thoroughly reviewed the branded materials we had previously created, saving us time. After defining our business goals and making sure they were in line with our understanding, they moved on to produce the branding deliverables. They assigned each of the seven names scores based on several of their own metrics, with the highest number being the most effective. Their metrics and process made sense to us and we used their ranking system to narrow the list down to three choices.

What is the team composition?

We worked closely with Devon Treadwell, one of Pollywog’s founders.

How did you come to work with Pollywog?

We found a dozen brand developers on Clutch.co, but we narrowed it down to six firms that met all of our criteria. Pollywog had the most straightforward sales pitch, and we were able to verify their credibility through their sophisticated website.

How much have you invested with them?

We spent about $8,000 on their services.

What is the status of this engagement?

The project lasted for four weeks, starting in September 2018 and ending in October 2018.

RESULTS & FEEDBACK

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

We spent months trying to think of a new name that accurately fit our brand, getting increasingly frustrated and not making progress. Pollywog studied who we are and what we are doing and, based on what they learned from us, created an entirely new brand identity in only four weeks. Having them on board saved us a lot of time.

How did Pollywog perform from a project management standpoint?

We were worried that our long-distance partnership would cause complications, but regular phone conferences were sufficient enough to keep the project moving along. Their scheduling process is comprehensive and effective; when it was time to execute the plan, they completed everything that was outlined in the scope and more.

What did you find most impressive about them?

While their competitors made huge promises, Pollywog's approach was both comprehensive and creative. They proposed a realistic plan that made efficient use of our time and yielded results. Their years of branding experience was also very comforting.

Are there any areas they could improve?

I can’t think of any negative feedback that would be relevant to our experience with them.

BACKGROUND

Introduce your business and what you do there.

I'm the founder and owner of Bumblebee Concierge, a personal assistant, concierge, and executive administrative service provider.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Pollywog?

I engaged Pollywog to help me come up with the name for my company.

SOLUTION

What was the scope of their involvement?

Pollywog conducted a discovery phase, getting to know my business, my goals, and brand. They then provided one round of name options for me to choose from, created a logo, and helped guide me in the process of trademarking the name I chose.

What is the team composition?

I worked directly with Devon (Founding Partner, Pollywog).

How did you come to work with Pollywog?

I found them through an online search and decided to reach out to them based on their previous work and reviews.

How much have you invested with them?

I spent over $20,000.

What is the status of this engagement?

We worked together from September–December 2007.

RESULTS & FEEDBACK

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

They nailed the name on the first try. My business wouldn't be where it is today, 11 years later, if it weren't for them.

How did Pollywog perform from a project management standpoint?

They were fantastic–right on point with everything throughout the process. Devon was very organized, proactive, and communicative with me from start to finish.

What did you find most impressive about them?

They nailed the name to a T on the first round of options they provided, which had a lot to do with the fact that they took the time to get to know me and my brand very well. Their work has helped my business as it's evolved over the years–it's the best investment I've made, because my company wouldn't be on the map without its branding. I love it so much, I even have the logo tattooed on my leg.

Are there any areas they could improve?

No. I wish the process could be quicker, but I realize it takes some time.