Making Creative Matter®

Gold
VERIFIED

Rule29 is a strategic creative agency that helps businesses clarify and develop their brand, communicate their story, and connect with the right audiences through strategy, design, and making creative matter®

We love the immediate and lasting difference our work makes for our clients, for their customers, for the world. We grow businesses, tell stories, meet challenges, exceed expectations, change lives, explore wonder, help clients sleep well at night. We’re a creative strategic firm whose approach is built on collaboration, commitment and caring. We work with companies that value design thinking, that appreciate design’s role as a competitive advantage, that embrace teamwork. Our clients tell us we take a big-picture, long-term view toward solving their business problems. Whatever the project, be it an annual report or a documentary film, we pour into it our passion and design thinking and energy. We make creative matter®. And we’re ready to do it for you. 

Let's talk about your: Brand Strategy, Brand Management, Design, Advertising, Packaging, Video, Social Media, Web Design, Logos, Books and more.

 
$25,000+
 
$150 - $199 / hr
 
10 - 49
 Founded
2000
Show all +
Geneva, IL
headquarters
  • 501 Hamilton St
    Geneva, IL 60134
    United States

Portfolio

Key clients: 

Fellowes, Make-A-Wish, Cargill, American Red Cross, Lifewater, Unicef, MDA, Invesco PowerShares, Allstate, McDonalds, Neenah Paper, Team RWB, USG, Quite Revolution, CDK Global, Northwestern Medical

Make-A-Wish Brand Refresh Image

Make-A-Wish Brand Refresh

Headquartered in Phoenix, Arizona, Make-A-Wish® creates life-changing wishes for children with critical illnesses. They serve children in every community in the United States and in 50 countries worldwide. Make-A-Wish has granted more than 415,000 wishes to children worldwide!

Make-A-Wish is one of the most recognizable non-profits in the world, however, it had been quite some time since they had taken

a comprehensive look at their entire brand and they realized that the organization had grown beyond the dated look and feel of their logo and identity. In 2015, Make-A-Wish decided it was time to create one, truly global brand...and we got the chance to get in on it!

In the Make-A-Wish logo of generations past, the grainy star trail and whimsical typeface was difficult to reproduce, hard to read in certain contexts, and troublesome to integrate with chapter and region names. Our goal with refreshing the logo was to preserve critical visual cues, while adding contemporary flair. The new logo aimed to create a strong presence for the brand, while also maintaining the sincerity and imaginative appeal of the old logo.

Rule29 also created two versions of a brand book (national and international), stationery, a set over over 100+ icons, a full brand launch strategy, a video, signage, apparel, and various print and digital collateral.

Team Red, White & Blue Image

Team Red, White & Blue

Team RWB wanted to offer veterans a new kind of experience upon returning home – one filled with physical fitness, community, and a sense of purpose. 

Team RWB wants to see every veteran connected to their greater community. Rule29 partnered with Team RWB early on their history, helping the growing organization create a recognizable, uniting brand for America’s veterans. 

Rule29’s first task was creating an

updated logo, inspired by iconic American imagery and military patches, that introduced a core component of the Team RWB brand: the Eagle. 

From there, we created their annual reports and a number of evergreen brochure pieces, as well as flexible poster templates, that share the organization’s mission and efforts. With so many local chapters and events, we also assist their internal team with ensuring brand consistency wherever possible.

Team RWB's updated website was carefully designed to showcase the organization's extensive library of imagery and video to help users visualize the "Eagle Ethos", while also communicate key messages. Scalable for both national audiences and local chapters, the website invites users into the spirit of the organization and creates simple pathways to get involved at a deeper level. 

Mellody Farm Promotion Image

Mellody Farm Promotion

Mellody Farm was to be built on land with a long history as a dairy farm, and was envisioned to be a truly immersive and unique shopping destination. Reclaimed wood, brick, and steel were utilized to create an industrial aesthetic that recalled the property’s previous use. From this, we created a brand that found its inspiration in farmland and lines created in these fields.

We utilized the new logo and accompanying

brand to build out the Mellody Farm wayfinding signage and this leasing kit to help Regency Centers attract top-notch retailers. This kit included a beautifully-designed brochure that featured high-end print production to emphasize the elegance of the space, as well as vibrant colors to accent various aspects of the retail center. Additionally, a custom-branded Google Cardboard was included so potential companies could virtually experience the space.
Raffles Brand Refresh Image

Raffles Brand Refresh

Raffles Insurance, the country’s first heterogeneous captive insurance company, was conceived 30 years ago in response to the frustrating lack of control, unpredictable premium costs, and inconsistent coverage afforded by the traditional commercial insurance industry.

Rule29 had the honor of updating the company’s brand and building the platform for its future growth. After an extensive interview and

research process, we worked on redefining the brand essence, voice, and positioning. From there we executed a comprehensive redesign of their logo, tagline, website, promotional materials, conference design, and recruiting tools.

Rule29 Video Reel

A little taste of some of our video and motion graphics/animation projects. Includes studio, motion, animation, live action, and location.

Cuebiq Image

Cuebiq

Location intelligence platforms often feel overwhelming in practice, so Cuebiq turned to Rule29 to tell their story. We produced a wide variety of materials ranging from their website, presentations, environmental pieces and more. In addition, we created a powerful and intuitive UX/UI design for their SaaS platform, designed to present high-level data analyses that could be easily understood and evaluated, no matter an

individual’s technical skills. 

Along with the updated platform design, we had fun creating a comic book for the Cuebiq sales team that broke down the value proposition of their Clara product and additionally served as a memorable leave-behind piece. Working for the largest location intelligence database in the United States and their vibrant brand was a fantastic experience.

CDK Global Image

CDK Global

CDK Global, an industry leader in automotive commerce technology, approached us with the realization that they needed a new, clear brand voice in light of a shifting industry landscape. We led the efforts to help this global leader redefine their story, brand positioning, and voice. This influenced the company’s vision and mission while impacting the subsequent creative to help establish CDK’s story internally and

externally. 

This greatly influenced the concept and execution of both the “Dealer Who Never Quits” spot and the “Who and What Is CDK?” motion-graphics video that we developed in tandem with the new brand voice and story.  The uniquely stylized motion graphics focused on high-level concepting and emotional connection to build brand awareness.

Quiet Revolution Website Image

Quiet Revolution Website

Susan Cain, who is known for her book, Quiet and for her life-changing TED talk, “The Power of Introverts“, and her team of introverts and extroverts alike partnered with us to discuss an interesting prospect – a website that would serve as a central hub of resources for introverts to find community and for others to understand them better.

The result was Quiet Revolution. With beautiful imagery, intelligent

contributors, and thoughtful design, Quiet Revolution is a site that allows introverts to feel at home and grow.
Fellowes Follow the Bankers Box Video Image

Fellowes Follow the Bankers Box Video

Inspired by the brand’s “Organization Made Easy” tagline and the versatility of the product across all kinds of businesses, we developed a motion graphics video that featured these boxes being used in a variety of different environments. The hope was to convey that Bankers Box is an ally for any company’s record storage needs. We created a campaign that was fresh and own-able for the brand, using a 3D animation style to make

the video feel like it had depth and movement.

View the video here

Reviews

Sort by

Brand Creation for Character Education Nonprofit

"The most special part of Rule29 is that they feel like true teammates."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Oct. 2015 - Ongoing
Project summary: 

In developing a full brand identity, Rule29 Creative created a new logo, website, typography, and color scheme for the client to widen their reach and appeal to school communities across the nation.

The Reviewer
 
1-10 Employees
 
New York City, New York
Jeff Bryan
Co-Founder, The Positivity Project
 
Verified
The Review
Feedback summary: 

From day one, Rule29 Creative showed up as an ideal business partner. They really listen to their clients in order to come up with the best creative solutions for the business need.

The client submitted this review online.

BACKGROUND

Introduce your business and what you do there.

The Positivity Project is a nonprofit organization dedicated to empowering America’s youth to build stronger relationships by seeing the character strengths in themselves and others. Our vision is to create citizens and leaders who will enhance our communities and country by internalizing the belief that “Other People Matter.” We are building a movement and we aim to reach 2,000 schools and 1 million students by 2022. 

We partner with schools across the United States to provide educators with the resources, confidence, and inspiration to consistently teach character. Positive psychology’s 24 character strengths serve as the foundation of our approach. We believe that character is more than just behavior – it’s what is inside all of us. 

I am the co-founder of The Positivity Project. My primary responsibility is designing a strategy that empowers schools to consistently and effectively teach the 24 character strengths. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Rule29 Creative?

We needed to create an entire brand identity that appeals to school communities (educators, students, and parents) across the United States. These school communities include public, private, and charter schools in urban, suburban, and rural demographics from grade levels K-12. Our goal is to be partnered with 2,000 schools by 2022 and 10,000 schools by 2030. 

SOLUTION

What was the scope of their involvement?

For our brand identity, they created our logo (a plus sign that forms into the letter "P"), website, colors, typography, social media quote meme format, and t-shirt layout. They provide ongoing support on an as-needed basis -- which is nearly every other week -- to provide technical and creative expertise on a variety of items, such as visual assets, videos, and physical assets for schools.

How did you come to work with Rule29 Creative?

My co-founder, Mike Erwin, worked closely with Rule29 at a veterans service organization that he founded, called Team Red, White & Blue. In October 2015, Rule29 offered to help The Positivity Project develop our entire brand identity and provide ongoing creative support.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

At The Positivity Project, we believe that organic growth is the best way to scale. We grow through word-of-mouth, which includes face-to-face interactions, local and national publications, and social media. This means our brand must be strong. And, if our growth is any indication, Rule29 did a tremendous job in helping us design our brand. We grew from one Partner School in 2015 to 33 Partner Schools (in 11 states) in 2016 and plan to partner with 200 schools in 2017.

What did you find most impressive about Rule29 Creative?

It was clear from my first days working with Rule29 that they were an amazing partner. In addition to their technical and creative expertise, they truly listen and have great patience. They ask questions and seek to understand not just what resources we think we want, but why we want them. Although they are the experts, they always remain humble and kind and have the patience to listen to our partial ideas and iterate until we get it just right. This iteration process has been crucial to our brand's success and specifically our visual assets that summarize complicated psychology theories into easily understood images. 

The most special part of Rule29 is that they feel like true teammates. They always go the extra mile to ensure a product is excellent and meets our needs. And, they're also willing to be honest and tell me when something isn't working or when I need to clarify my thinking. 

5.0
Overall Score As evidenced by my above scores and comments.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Rule29 is highly responsive and consistently gets us resources before due dates.
  • 5.0 Cost
    Value / within estimates
    Rule29 has provided tremendous service at a great price.
  • 5.0 Quality
    Service & deliverables
    Rule29 creates top-notch products that help us clearly communicate complex subject matter.
  • 5.0 NPS
    Willing to refer
    I have already referred Rule29 to friends' companies seeking creative assistance.

Branding Strategy and Marketing for Office Supplies Company

"Rule29 Creative consistently brings fresh, new ideas to the table. They are very good at designing innovative solutions."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
Project summary: 

Rule29 managed marketing strategy for an office supply manager. Focusing on bringing a fresh perspective to specific product campaigns, they provided high-level messaging, video production, and media buys.

The Reviewer
 
1001-10000 Employees
 
Itasca, IL
Todd Roos
Senior Marketing Communications Manager, Fellowes
 
Verified
The Review
Feedback summary: 

Rule29 has their finger on the pulse of what’s current in marketing, and they apply that knowledge to great effect: their strategic ad placement resulted in a surprisingly low cost per click, as well as increased click-through rates. The team is always available and receptive to feedback.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Please describe your organization.

I work for Fellowes Brand Incorporated. We manufacture consumer products for offices, such as paper shredders, record storage solutions, binding and laminating machines, and air purifiers. We also have a full range of mobile accessories.

What is your position?

I am the senior marketing communications manager. I oversee the entire creative department that handles our advertising, packaging development, and digital strategies.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Rule29 Creative?

We needed an agency that could come up with quality branding and messaging. We have a broad range of products and a diverse set of consumers. We were looking for an agency that could bring fresh marketing and advertising strategies to the table.

SOLUTION

Please describe the scope of their involvement in detail.

Rule29 created the marketing strategy for one of our new products. They managed the messaging and go-to-market strategy for our digital campaign as well as video production and media buying.

How did you come to work with Rule29 Creative?

One of my colleagues had a connection to an employee at Rule29 and passed me their brochure. We had them in for a capabilities meeting, and I was immediately impressed. Their portfolio included many similar projects to what we were looking for. Since we are a relatively small company, it was important to us that we met the people who would be doing the work.

Could you provide a sense of the size of this initiative in financial terms?

The cost was between $200,000 and $500,000, which includes the creative work as well as media spend.

What is the timeline of this project?

The timeline for our first campaign was about four to five months but, since then, we've worked on five or six additional, significant campaigns with them. They continue to do a lot of work for us.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

We have been overwhelmingly impressed with all the campaigns Rule29 has run with us. Both the number of impressions and the click-through rates have absolutely exceeded our expectations. The cost per click was also less than what we anticipated. They have surpassed what they've initially targeted, and we have seen an increase in sales because of their campaigns.

What distinguishes Rule29 Creative from other providers?

Rule29 Creative consistently brings fresh, new ideas to the table. They are very good at designing innovative solutions, and they do a great job with creative every time we work with them. They have a very good pulse for what's trending, but they are also very receptive to feedback if they are not on the mark for what we want.

Is there anything Rule29 Creative could have improved or done differently?

Honestly, no. They've been a good partner. The follow up and response time is excellent, and they're always there when we need them. I don't have anything negative to say about them.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Various Marketing Projects for Publishing Company

"They're experts at branding and positioning, so they became a key strategic partner for us."

Quality: 
5.0
Schedule: 
4.5
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
2009 - 2015
Project summary: 

Rule29 served as a brand management partner for a multinational publisher. They articulated a marketing strategy for the digital era, which focused on eliminating middlemen and engaging customers directly.

The Reviewer
 
1001-10000 Employees
 
New York City, NY
Chief Marketing Officer, Multinational Publishing Firm
 
Verified
The Review
Feedback summary: 

Rule29 increased market penetration and customer engagement on each campaign. They were a small company with the capabilities of a large one, from extraordinary detail-work to high-level visioning. Their team of talented creatives excelled at building trusting relationships.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Please describe your organization and your role there.

When I was working with Rule29, I was the CMO [chief marketing officer] at a major publishing company in New York.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Rule29 Creative?

The challenge was largely around brand management, which included positioning, advertising, marketing, and outreach. We needed to cover several different areas of marketing, but we were mostly concerned with brand management. We engaged Rule29 to work with us on a product we had, which was both a print and digital travel publication. We actually had them work on the brand for three separate product lines.

One of the challenges that we faced was how to translate a print product into a digital environment – how to engage with customers in a different way. Book publishing is run mainly through intermediaries, so we work through wholesalers and booksellers, but we needed to go more directly to the customer. We wanted to evolve the brands so that we could move more directly to customer engagement. Those are the concerns we worked on with Rule29.

SOLUTION

Please describe the scope of their involvement in detail.

Their work covered just about everything. First, Rule29 did an analysis – almost an audit – of where the brands stood and what we wanted them to evolve into. After that, they articulated a strategy that detailed what we needed to do, and then went on to the execution and the positioning. Their work touched on all of those areas.

How did you come to work with Rule29 Creative?

The marketing director of a magazine we were advertising with referred me to Rule29. We were struggling with the creative, so he recommended that I speak to them and see if they could help us. That was how the introduction took place.

Could you provide a sense of the size of this initiative in financial terms?

During the course of the whole relationship, it would probably be in the $150,000 range.

What is the status of this engagement?

My work with them started sometime before 2010 – I would guess in 2008 or 2009. I continued to work with them until about a year ago when I left the company.

RESULTS & FEEDBACK

Could you share any statistics, metrics, or other feedback from your work with Rule29 Creative?

I don't have access to the metrics anymore because I'm no longer with the company, but I would say we significantly increased both our outreach and the ways in which we engage with customers. The metrics behind that were more campaign-oriented, but they developed during a long period of time. These were multiple campaigns for different projects, not just single shots. Rule29 significantly increased our penetration in both the travel and the consumer markets.

What distinguishes Rule29 Creative from other providers?

Three things make them stand out. Number one, Rule29 Creative is a small agency that can act like a big house. They are very adaptive to different business needs. The three projects they did for us, those were all entirely different sorts of projects. The execution of those campaigns ranged from very detailed to very broad based. That was the first thing. 

The second thing that makes them stand out was their ability to partner. They're experts at branding and positioning, so they became a key strategic partner for us, which was critical. They weren't just simply a design agency – they were able to partner.

The third thing is their creative talent. They're a very talented agency. Their creative work is top-notch. Our relationship with their entire team was really solid. They were adaptive to different sorts of projects, and the project actually gained scope as a result of our ability to work together. Their pricing was great.

Is there anything Rule29 Creative could have improved or done differently?

There are some areas of the technology that they're just not involved in. They are not a Google Analytics shop. They are not an SEO [search engine optimization] shop – things like that. That's not a negative comment on them. I had to work with some other folks on supplementing some things, but that's par for the course.

5.0
Overall Score They're great. I recommend them all the time and, as a matter of fact, I'm about to bring them into my work with my current company. I actually have relied on them for a variety of functions in the different roles I've had – definitely.
  • 4.5 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
    I do that all the time.

Brand Creation for Nonprofit Organization

"Their commitment to remaining a relationship-based company, to me, just speaks volumes about who they."

Quality: 
5.0
Schedule: 
4.5
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
2010 - Ongoing
Project summary: 

Rule29 was involved from the beginning in creating a holistic brand for a veteran’s nonprofit. Beginning with comprehensive brand guidelines, they designed all logos, websites, and promotional materials.

The Reviewer
 
11-50 Employees
 
Tampa, FL
Mike Erwin
Founder, Team Red, White & Blue
 
Verified
The Review
Feedback summary: 

The strength of Rule29’s designs eliminated the need for an ad budget; membership is growing rapidly. Rule 29 went beyond a transactional relationship to truly integrate into the team. Their ongoing involvement keeps the brand fresh and current.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Please describe your organization.

I've worked with Rule29 in two different organizations. The first one is Team Red, White & Blue. We're a veteran's support nonprofit with more than 100,000 members. Our mission is to help veterans reintegrate into civilian life. I was the executive director for the first two and a half years of the organization.

The other organization is the Positivity Project, which is a nonprofit I started a few months ago. Our mission is to help kids and teens see the good in themselves and others by harnessing the power of positive psychology.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Rule29 Creative?

We needed to establish our brand from our logo to our website to how we were going to communicate who we were to the world.

SOLUTION

Please describe the scope of their involvement in detail.

For both organizations, Rule29 was with us from the beginning. They created the brand and vision for how we would portray ourselves to the public. Practically this looked like creating a logo, website, brand guidelines, and so on. Building those documents, putting them on the website, was crucial to gaining momentum for our organizations in the early stages.

How did you come to work with Rule29 Creative?

For the first one, it would've been back in 2010. A member of our board, who was in charge of our marketing initiatives, recommended them. As CMO [chief marketing officer] of a large publishing house, he had worked with a dozen or so creative companies, and said Rule29 was the best. After he joined the board, he said, "Hey, we really need to figure out our brand, our logo, etc". This was sometime in the spring of 2010.

When it came time to launch the Positivity Project here recently it was a no-brainer to use Rule29. From my perspective, Rule29 is the best that I've ever seen in terms of their ability to be invested in the relationship. In today's world, it's very easy to be transactional when delivering products, but they actually see themselves as members of the team.

Could you provide a sense of the size of this initiative in financial terms?

It's definitely been north of $100,000 but, in time, they've come on and sponsored some of our initiatives, which has obviously changed aspects of the business relationship.

What is the status of this engagement?

We've been working with them since 2010 for Team Red, White, & Blue. They still do our creative design and are currently working with us on a website redesign, and branding refresh. The Positivity Project work is still ongoing as well.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

Objectively, our growth has been in no small part because we've been able to build a movement to inspire people to respect and help our veterans. We currently sign up around 3,000 new members per month without any marketing spend. It's all organic and word-of-mouth driven because of the strength of the brand Rule29 Creative created. I've got a meeting in the Oval Office with the president in April [2016] to commemorate the organization going past 100,000 members. Our growth has been significant.

In terms of the other ways, they've been beneficial, they've helped us to roll out various iterations of the logo. We've done something called the Old Glory Coast-to-Coast Relay, where we move a single American flag from California to D.C. in 60 days. We've done other events like that, and Rule29 has played a key role marketing them through creating specialty logos, flyers, and things like that. 

What distinguishes Rule29 Creative from other providers?

I think they have this unique blend of being very responsive and customer-oriented but, at the same time, knowing how to be creative and execute the work. They really blend that quite well. The most important thing for me has been the relationship we've developed. To me, that is so important and sets organizations apart. Obviously, they want to grow, and they've been growing, but their commitment to remaining a relationship-based company, to me, just speaks volumes about who they are from a core values standpoint.

Is there anything Rule29 Creative could have improved or done differently?

For me, the only thing, is that we always want the product faster and to be kept in the loop when there are delays. I think all companies can improve on that.

5.0
Overall Score Off the charts good – really strong.
  • 4.5 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
    I already have to multiple people.
Verification

Clutch verification provides an additional layer of data to help you make the right purchasing decsion of business services. Learn more

Verification Level
Gold
VERIFIED
Business Entity
Status
Active
Jurisdiction of Formation
Illinois
ID
60821593
Date of Formation
Jan 11, 2000
Source
Office of the Illinois Secretary of State
Last Updated
Jan 19, 2019
Payment & Legal Filings
Bankruptcy
No
Tax Lien Filings
0
Judgement Filings
0
Collections Count
0
Last Updated
Jul 19, 2019
Client Reviews
VERIFIED CLIENT REVIEWS
14
OVERALL REVIEW RATING
4.9
Source
Clutch
LAST UPDATED
February 12, 2019