What was the scope of their involvement?
MLF: The scope of the project grew to entail a complete rebrand of our business. We first underwent a data collection phase, where their team engaged our stakeholders. They held interviews and focus groups to collect data on different perceptions of our business.
Their team then analyzed that data to discern our brand characteristics. They arrived at our corporate essence, or theme, of being an “invaluable ally”. They delineated our brand characteristics—of being clear, personal, and versed. They took those concepts to generate different options for our company name.
We vetted these options with various audiences, and shortlisted three names as a result. We consulted with our attorneys to analyze the risks of each name and arrived at HR Source.
Simple Truth then launched into the logo process. Again, their team produced several logos to choose from. After deciding on one, they helped us develop a color palette and brand guidelines.
Their team assisted in rolling out our new brand, by creating a video and another announcement piece. These were shown to all of our members and key stakeholders.
While the rebranding itself lasted around a year, we re-engaged Simple Truth for brochures and other collateral. We needed to ensure that our brand was being properly expressed through our website and marketing materials.
What is the team composition?
KM: We worked heavily with their leadership team, who collaborated with our cross-functional team at each step of the project.
A primary point of contact was Mark (Executive Creative Director, Simple Truth) who oversaw much of the work. We had a project manager, and we also engaged with writers and brand specialists. The team size fluctuated depending on the phase of the project.
How did you come to work with Simple Truth?
KM: While we had several references for branding agencies in Chicago, we found Simple Truth through a web search. We asked them if they wanted to be included in our RFP process. They were the ones we ultimately chose.
MLF: Upon connecting with them, we liked that they had experience in working with service-oriented organizations. They were local (Chicago-based), and we got the impression that they were a small, relationship-focused business like ours. After meeting them, our teams just clicked. We decided to go with them since we felt an organic connection with their people.
How much have you invested with them?
MLF: We spent somewhere between $100,000–$150,000 with them, including the add-on work.
What is the status of this engagement?
KM: We signed off on the statement of work in October 2017. Their most direct work ran through March 2018. We officially launched the new brand in July of that year. It was a nine-month project.