What evidence can you share that demonstrates the impact of the engagement?
The biggest measure of success was the approval we received from our offices. They all have very different demographics and have spent varying times with the company. We received only positive feedback when we unveiled the new logo and discussed with people about why we did it. Everybody was excited about the fresh look, and they wanted all the promotional items to come out with the new logo.
How did Primer Grey perform from a project management standpoint?
They’re very organized and detail-oriented. When I asked for something, they responded right away and were always open to making changes or tweaks to get the work exactly right. We went through a lot of iterations with the logo, and they did whatever we needed.
We had email and phone communication. Though we passed the original deadline, that was due to our side. The project management was pretty fluid as we had an existing relationship and knew how we worked. They were there for us, and they communicated well whenever we needed something.
What did you find most impressive about them?
The way they work makes sense, in that they’re a small team with a tailored approach. When we have requests, we have immediate communication around them, as well as if something will be late.
Primer Grey was also great at working with our leadership team—they ran meetings well and understood our business and the challenges of doing a rebranding. They were able to balance the marketing, creative side with the business side.
Are there any areas they could improve?
They’re spending a bit of time and effort marketing themselves, which is a good thing. However, I wanted them to help us write out our values and mission statement, and build out our career web page, but they didn’t convince the other people in my leadership team that they could take on such a big project. They were perceived more as the design people, rather than sharp and polished on the strategy and implementation of the rebrand. It’s a matter of positioning and communicating their abilities on Primer Grey’s side.
Do you have any advice for future clients of theirs?
It’s important to loosen the reins and let them know what the ideas and end goal behind the refresh are. Allow the team to put the pieces together during the design, and then tweak them later. Letting the designers do their job can lead to more creative variations.