What was the scope of their involvement?
We didn’t know where we existed in our market in relation to similarly-positioned organizations. Teal Media provided some critical market research, user information, and interviews that confirmed our areas for improvement. That also gave us a pretty good idea of what our values were as an organization, compared to others.
For instance, we knew that our base of supporters was of a certain type of demographic. We also suspected that, in order to keep growing, advancing, and pushing ourselves, we needed to begin to connect with other audiences. What that meant was that everything needed to change: our tone, our look and feel, and the functionality of the site. The site needed to become a lot more strategic, rather than reactive in its UI/UX.
Before the partnership, no one would want to engage with our brand. It was sad, boring, and old. We started partnering with Teal Media to update and refresh our visual brand. They updated our logo, bringing it into the 21st century. They brightened the colors and gave us a new brand guide to dictate how we create our collateral.
Teal Media gave us a refreshed palette. We kept the blue we had originally but brightened it up a little bit, and we added a bright pink and yellow, which was an interesting and counter-intuitive choice. It aligned us with human rights issues, but we stand apart from it. I think it’s because of the pink.
I knew that we had a legacy brand, and there was a lot of emotional investment in our digital presence from different audiences, primarily an older feminist audience that was very connected to our original founders. I needed to find a way to keep them without becoming stuck in the past. We accomplished this through the rebrand.
What is the team composition?
In the beginning, when we were scoping out the work, we worked with Jessica (Principal, Teal Media). She was my primary contact. Then, when the bulk of the work was going forward, Katy (Art Director, Teal Media) was our primary project manager. She shepherded us through going forward from there.
How did you come to work with Teal Media?
They’d done some one-off projects with my company before I got there. When it was time for me to think about a long-time partner, I put out an RFP. The brand refresh project was a way for me to test them out, and they had a great methodology.
When they submitted a proposal, they also submitted a list of references, and all of those said the same thing. Project management was really important to me. They had a sensible and strategic way forward for their clients, and they just built really smart websites that took content strategy and really innovated on it.
How much have you invested with them?
The entire project cost $75,000.
What is the status of this engagement?
The project started in the fall of 2018 and ended in the fall of 2019. In an ideal world, this would’ve been a nine-month project. In reality, this typically takes 12 months.