Traina

BACKGROUND

Introduce your business and what you do there.

I’m the director of communications and marketing at Space Center Houston. We’re the official visitor center of NASA Johnson Space Center.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Traina?

We needed to redesign our complete visual identity and create a new brand strategy according to our core ideology.

SOLUTION

What was the scope of their involvement?

Traina redesigned our organization’s branding and website. There was an onboarding process, and after it, Traina realized a comprehensive brand audit that took four weeks to complete. They conducted interviews and online surveys and took a deep dive into our historical documents regarding our organization’s strategy and brand identity. 

After this, Traina worked on our brand’s strategy and architecture based on their discoveries from the audit. They then redesigned our brand identity, created a new logo, and designed our branding around that logo. They gave us digital recommendations.

Traina redesigned our website based on our new branding guidelines and used Elementor to update it. They also designed our email signatures, social media avatars, and onboarding toolkit. Traina gave us digital recommendations and created our web brand guidelines, which included story positioning, promise, personality, architecture, naming conventions, voice tone, logo formats, typography, graphic supporting elements, color schemes, and application examples. 

What is the team composition?

We worked with different specialists from Traina, including David (CEO), Kristi (Director of Account Services), Matt (Chief Strategy Officer), Joe (Creative Director), and Sandra (Senior Brand Strategist).

How did you come to work with Traina?

I found Traina through a Google search. I initially contacted 22 different agencies and conducted virtual interviews with each of them. We then narrowed our candidates list to 15 companies and sent requests for proposals to 12 of them. We selected Traina’s business proposal out of the total 12 we received. 

How much have you invested with them?

We invested around $350,000 with Traina. 

What is the status of this engagement?

We worked together from December 2021–December 2022.

RESULTS & FEEDBACK

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

I was extremely happy with our relationship with Traina — we’re actually planning to work with them again. Traina over delivered in the brand strategy area. They hadn’t worked with nonprofit organizations, and they adapted to our team well. They exceeded our expectations and worked well with our stakeholders. 

Overall, we received positive feedback from our staff about our new branding and how it elevated our brand. We also had many media impressions when we launched our new branding. 

We’re applying for the 2023 AMA Houston Crystal Awards, a local marketing awards ceremony organized by the American Marketing Association (AMA). 

How did Traina perform from a project management standpoint?

Traina was organized and stayed on top of deadlines. We kept close communication through email and Asana. On one occasion, there was a misunderstanding about our billable hours. However, when I asked David about this situation, he clarified the issue, which helped solidify our relationship. 

Are there any areas they could improve?

I can’t think of anything for Traina to improve about their work. I only wished they were available at an earlier hour. However, this was due to our time zone difference. 

Do you have any advice for potential customers?

I recommend listening to Traina’s point of view because it’s very refreshing. The way they articulated the business case behind their recommendations was high-level. Listen to Traina and leverage their experience.

BACKGROUND

Please describe your company and position.

I am the CEO of (a/an) Healthcare

Describe what your company does in a single sentence.

We provide pediatric speech and occupational therapy to families throughout San Diego in our clinics and online.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Traina to accomplish?

• Create social media templates which carry over the same look and feel of our website
• Create collateral for patient and pediatrician education and outreach
• Redesigning our brand identity
• Redesigning and launching our new website
• Activate our brand through print and digital brand tools

SOLUTION

How did you find Traina?

Referral

Why did you select Traina over others?

• High ratings
• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned

What was the size of Traina’s team?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We partnered with Traina on a comprehensive rebrand that included research, brand strategy, visual identity, and our brand guidelines. They managed and directed a 3-day photoshoot and the creation of a new library of photography as well as a brand video.

The scope also included a complete redesign of our website including strategy, design, and full copywriting services. Finally, they planned and activated our brand launch with everything from SWAG and other promotional materials to our email newsletter template and business documents.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• More than 30% increase in site-generated leads since our new website went live
• Our new user flow strategy has lowered our website bounce rate by roughly 20%
• Brand recognition and awareness in our region has notably risen

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Their team is an absolute pleasure to work with. Jes was our project manager and she was amazing. Throughout the engagement we had weekly virtual meetings to keep our team apprised on their progress, and at specific milestones the full agency team would present their beautiful work. They were always open to our input and responded positively to our feedback.

We communicated primarily through e-mail and a shared Slack channel. From start to finish they were true partners, and we felt like they cared just as much about the success of our brand and business as we did.

What was your primary form of communication with Traina?

• Virtual Meeting
• Email
• Messaging App

What did you find most impressive or unique about this company?

They created a truly unique brand identity that perfectly captured our company's spirit, passion, and purpose.

Are there any areas for improvement or something {provider_name} could have done differently?

None that I can think of.

BACKGROUND

Introduce your business and what you do there.

I’m the senior product marketing manager at an entity of a medical device and digital health solutions company. We create extended reality (XR) premium accessories that enrich use time and enhance the overall wearability and comfort of XR devices.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Traina?

We had an upcoming product launch, so we hired Traina to help us create tutorial videos for our accessory products to educate our customers on how to properly fit and assemble these accessories onto a head-mounted display or a VR headset.

SOLUTION

What was the scope of their involvement?

Traina helped us film and produce tutorial videos for our accessory products. The first step was understanding the goals of the project and what we were trying to accomplish; our goal was to create two separate tutorial videos.

During this process, Traina built storyboards with high-level concepts of what these videos would entail. Then, we built out those storyboards over a couple of weeks, adding images to define how the video frames would look. We also worked on a script to define what the voice-over actor would say during the videos to describe the actions of the person in the video.

Once we refined the storyboards and the script, we had a few alignment meetings internally with a partner we were also working with. Then, Traina shot the videos in a studio. For this part of the project, their team also helped us hire a model from a talent agency, sending us various options for us to choose from.

In addition to filming the videos, Traina added some photography services to the scope of work as a last-minute request so that we could also get photos of our products. After the video and photo shooting, they sent the videos for us to review, and we had a few rounds of iteration and feedback.

Traina also handled the postproduction process, which included video editing and audio mixing. Moreover, they incorporated some brand and style elements into the final videos. On this project, Traina also acted as a thought partner for us, helping us think through some of the script, voice-over, and frame challenges of our video tutorials.

What is the team composition?

We worked with three main people from Traina: a project manager, the owner, and a designer who helped us with the storyboarding. Additionally, we worked with two people on set.

How did you come to work with Traina?

Traina was a partner of our core company, so they came highly recommended. Given that they already had a contract in place with our core company, and we were on a tight timeline, it made sense to us to leverage their capabilities for this project as well. Moreover, we loved their proposal because it was very detailed.

How much have you invested with them?

We spent around $43,000.

What is the status of this engagement?

We worked together from June–September 2022.

RESULTS & FEEDBACK

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

Our internal team and our partner were satisfied with the videos and photos produced by Traina, and the model they hired for the video shoot was great. Additionally, their team was very helpful throughout the entire process, demonstrating a lot of experience in this space. This was our first time creating tutorial videos for a different audience than we normally address, so it was great having Traina’s input and direction.

How did Traina perform from a project management standpoint?

Traina was a fantastic partner on this project; they knew we were on a tight timeline, so they prioritized it and met the deadline we were aiming towards. Our project manager always kept track of the timeline, following up on us if necessary whenever we needed to reassess the timeline or provide them with missing items. Whenever we were at risk of missing a certain deadline, they were the first ones to notice it and follow up on us to get what they needed from us, which was really helpful.

Moreover, Traina’s professionalism was outstanding. There were a lot of stakeholders involved in the process, and Traina did a fantastic job collaborating with all of them. We also had weekly calls with them, during which they provided us with materials. Having Traina on those weekly calls was awesome; they usually came over-prepared and sent out pre-reads before these calls so that the team knew what to expect.

Traina was also always very clear with the deliverables and objectives of each meeting. Despite the large amount of work needed for the storyboarding and scriptwriting, I never felt like we wouldn’t accomplish what we had planned. During the process, I was very confident that the videos would ultimately be exactly what we had envisioned.

The video shoot day went fantastic, and the process was seamless. It only took them 6–7 hours to get everything done. Additionally, Traina was very responsive and flexible throughout the entire project. For example, they added photography services to the scope last minute and adjusted the process accordingly.

Besides the video shooting day, our collaboration was mainly virtual. As for collaboration tools, we used Google Docs to share documents and Dropbox to share the videos.

What did you find most impressive about them?

Traina has really great and genuine people on their team; that’s their strength. I enjoyed getting to know them as individuals, which made making business easier and allowed us to have a positive experience overall. I also enjoyed having them as a thought partner because they gave us great recommendations based on their experience.

Are there any areas they could improve?

I don’t have any areas of improvement to pinpoint; the project was very positive for us overall.

Do you have any advice for potential customers?

Leverage them as a thought partner; Traina is not only a project executioner. They have a lot of experience, so they’re the perfect partner to provide expertise and help you make informed decisions.

BACKGROUND

Introduce your business and what you do there.

I’m the chief marketing and communications officer for Childhaven, a social services organization working with kids and families on mental health services. We help them break free from the grips of childhood trauma. The organization is based in Seattle and has been operating for over 100 years. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Traina?

Our engagement purpose has changed over the time we’ve worked together. We initially hired Traina for branding services, and then we used them for a yearbook design project. 

SOLUTION

What was the scope of their involvement?

Initially, we had a plan that required a sub-brand strategy and naming. We engaged Traina to provide brand strategy support and naming services. Ultimately, our organization didn’t launch this initiative due to issues within our group, although we did a significant amount of work with Traina.  

Rather than end our relationship, Traina asked us if they could help us with anything else. At that point, we were planning to create an honorary book to celebrate the history of our 100 years. They offered to help us with this project and created concept designs for it. They provided full layout designs and production services for our yearbook. 

At present, we’re bringing the yearbook forward to our board members, donor prospects, and community partners to celebrate our 100 years.

What is the team composition?

On the first project, we worked with three dedicated members. Then, we collaborated with three additional members on the yearbook project. In total, we’ve worked with seven people from Traina, including an account manager. 

How did you come to work with Traina?

Having worked in the advertising agency world, I was familiar with Traina through mutual friends. I recognized our need at that time and knew they were also looking for social services opportunities, so I reached out to the team. We had a conversation and ultimately agreed to work together.

How much have you invested with them?

The services on both projects have been pro-bono — they’re considered donations to Childhaven. However, we scope out the contribution value of the naming project to be around $65,000. Meanwhile, the value of the yearbook project is between $20,000–$25,000. 

What is the status of this engagement?

The first project began in September 2021, and then we shifted to the yearbook project around April 2022. The engagement is ongoing. 

RESULTS & FEEDBACK

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

I don’t have metrics for the naming project because we didn’t launch it. Meanwhile, we’ve used the deliverable for the yearbook project to support our philanthropic program. We can’t assign a dollar figure to that, but based on the things we’ve used in our previous outreach initiatives, the value of the yearbook from a donation standpoint is between $25,000–$50,000. 

How did Traina perform from a project management standpoint?

Traina has performed well in terms of project management. I truly appreciate their proactive communication. So much of good client relationships come from understanding communications, expectations, and project status — I rate Traina highly in all those areas. 

In terms of tools, we’ve used Google Documents and Google Drive. We don’t utilize any custom platforms for project management. 

What did you find most impressive about them?

The design and strategy they bring to their clients are impressive. Traina has unique eyes on how design can contribute to the timeless value of a brand. There’s no shortage of design shops in the world. However, from my experience, Traina’s work and the corresponding value they provide have been stellar. 

Are there any areas they could improve?

As we continue to see the industry morphing in various digital ways, their attention to the digital space is important. Expanding their services in that area will be key to their ongoing success. 

Do you have any advice for potential customers?

I highly recommend Traina to anyone looking for brand strategy and design services. From a client standpoint, the best partner for Traina is one that’s candid, humble, and communicative.

BACKGROUND

Introduce your business and what you do there.

I’m the managing director of the association management side of Shaw Yoder Antwih Schmelzer & Lange. We’re a legislative advocacy, association management, and public affairs firm in Sacramento, California.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Traina?

We needed help with branding, website design, and other communication elements.

SOLUTION

What was the scope of their involvement?

We’ve done dozens of projects with Traina. From a technological standpoint, we’ve worked with them on website design, mainly the graphic interface for websites and other platforms. They’ve also built WordPress websites and put together logos and the brand identity, including print materials such as folders, PowerPoints, electronic newsletters, websites, and videos.

They conduct extensive research before we institute any type of project. They’ve deep-dived into our DNA and interviewed us to comprehensively represent our firm’s product or the client’s work. Basically, they’re an extension of our team.

What is the team composition?

It depends on the project. We’ve worked with David (CEO), project managers, and everything in between. Typically, we work with six people, including the creative director, project manager, copywriter, graphic designer, and web interface designer.

How did you come to work with Traina?

They were a referral.

How much have you invested with them?

We’ve spent north of $500,000.

What is the status of this engagement?

We’ve worked with them since January 2012.

RESULTS & FEEDBACK

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

They’ve successfully launched projects and elevated our client’s work, as well as our website and branding. We’ve given an incredible leap upward for our brand platform. Also, they appreciate our work, so they make sure we have the best forward-facing products possible. Traina really knows the job, so they always hit the mark with the final product.

How did Traina perform from a project management standpoint?

They meet deadlines and stay within budget. They don’t tell us something and then throw junior staff to do it; there’s always a principal helping guide the direction, so we stay on track. We give them feedback to redirect the course, and they always make it happen.

We mainly communicate through Zoom. They use project management tools, but I don’t know what they are.

What did you find most impressive about them?

Hands down, their people are their strongest point. We believe in them; they’re some of the best in the business. They do what they promise.

Are there any areas they could improve?

No, I can’t think of anything.

Do you have any advice for potential customers?

Outline your needs, know your budget, and be prepared to be impressed.

BACKGROUND

Please describe your company and your position there.

Align Builders is a leading technical builder operating in San Diego and Orange County. We are elevating the construction experience in the Healthcare, Science & Technology, and Higher Education markets. I am the Marketing Director.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Traina , and what were your goals?

We reached out to Traina to partner with us for a rebrand and complete overhaul of our website. Our voice isn't clear and who we are doesn't really come across in a way that resonates with people. Align has a great story to tell that really differentiates us from our competitors. We are ready to elevate our brand to match the types of clients we are aspiring to.

SOLUTION

How did you select this vendor?

We researched and connected with 4 agencies that specialize in rebranding and web design. Ultimately, we wanted to find a local creative partner that really fit our vibe and could help us reach the next stage of our journey. After a few meetings with Traina it was clear that they understood who we are and what our mission was. They have a similar culture and we felt strongly that we would work well with their highly experienced team.

Describe the scope of their work in detail, including any steps and the final deliverables.

Traina broke out our project into two initiatives; Identity and Web redesign & dev. They kicked off our projects by conducting in-depth interviews with the Align Builders stake holders and surveying our leadership. Out of that process, they created our messaging and positioning framework. From there, we worked with their team to come up with visual identity that would become our new brand.

After that was completed, they kicked off the web dev project with discovery meetings and group roundtables. The Traina team presented us with several options once they understood the purpose of the site and the design direction that we wanted to go in. We review wireframes at that point and got to work on pulling together all of the content for the site. Once dev was complete, we participated in the QA process, more edits to the site, and finally we went live in Feb. 2022.

How many people from the vendor's team worked with you, and what were their positions?

I worked with a project manager, Kristina, during the majority of the project. We also had a chance to work with David during our initial meetings along with design team members and the dev team.

RESULTS & FEEDBACK

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

We just launched the new branding and website on 2/15. So far, both our internal team and our followers and other industry leaders have given us very positive feedback. Everyone seems to really connect with our new look and voice. Our employees are proud to share out the website and are excited to feel the positive effects of leveling up our external presence.

Describe their project management style, including communication tools and timeliness.

Kristina was amazing to work with. She was incredibly responsive, gave us clarity on how things were progressing, and she was so patient with us as we struggled to provide the content and other assets for the web dev team. She is a lovely person to work with and highly competent. Kristina made this journey easy for us and I always felt like she was our advocate and cared deeply about the outcome of our project.

What did you find most impressive or unique about this company?

We were impressed by the level of care and expertise that Traina brought to the process. They truly listened to what was important to us and that became important to them.

Are there any areas for improvement or something they could have done differently?

I really don't have any constructive feedback.

BACKGROUND

Introduce your business and what you do there.

I'm the web manager at one of the largest acoustic guitar manufacturers in the world. I manage all facets of our digital ecosystem, and I work on digital strategy alongside our director of digital marketing and VP of marketing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Traina?

We were looking for a partner to work on various design iterations of our current platforms. We also wanted to create new experiences for our product lines.

SOLUTION

What was the scope of their involvement?

Traina created our WordPress website. They've developed it so our teams can manage and maintain the site easily and autonomously. They performed all the necessary UX and design work, and they also prepared accessibility and GDPR compliances.

The site's functionalities include sharing, product cataloging, timeline, blog hosting and taxonomy, custom galleries, social feeds, and more. Traina did some preliminary on-page SEO, but our team is managing the ongoing SEO development. Nonetheless, they are providing us with routine site maintenance. 

Traina is also creating new experiences for our product lines. We have a video platform with a local company, and they've refaced and redesigned that experience for us. Additionally, they've digitized our print publication.

They're using Adobe Photoshop and XD on their tasks. Depending on the project, the design either starts from our or their team. In both cases, we work collaboratively throughout the design process. 

What is the team composition?

I work with a lead developer, a lead graphic designer, and a lead project manager.

How did you come to work with Traina?

Traina was recommended to us by someone from another department. We vetted them and looked at their previous work and current client roster. We interviewed them on their overall business integrity and to understand who they were as an organization. Based on that, we concluded that they were an ideal partner for us. 

What is the status of this engagement?

We started working together in March 2018, and it's ongoing. 

RESULTS & FEEDBACK

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

We're seeing an influx of engagement on the experiences Traina has developed and redesigned. Additionally, their design iterations made our video platform more accessible. 

How did Traina perform from a project management standpoint?

We communicate through Slack.

What did you find most impressive about them?

Traina pushes us on design improvements, and that's not something we see very often with agencies. Other vendors usually want to please their clients, whereas Traina is focused on incorporating best practices into their designs. We feel like they're coming with a lot of intelligence in their design iterations. 

Are there any areas they could improve?

I can't think of anything. 

Do you have any advice for potential customers?

Continue to collaborate with Traina — they're great both at working alongside teams and working independently with minimal direction.

BACKGROUND

Introduce your business and what you do there.

We’re a professional study institute that’s part of the California State University at San Marcos. We’re focused on providing continuous education to clinicians.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Traina?

We connected to Traina to undertake a full redesign of the institute’s website, which included some customization around the courses that we offered. We also wanted to improve the UX and make it easy for the busy professionals to whom we cater to find the courses that they need quickly, clicking as few times as possible in an organized and categorized format.

SOLUTION

What was the scope of their involvement?

Traina did a full audit of our old website. In the initial phases, they helped us with a lot of content strategy to figure out how we were going to communicate our services. There was a lot of planning around the format and layout of the site as part of that content strategy.

Then, we talked about the overall design direction, and Traina created a search format so people could find the courses and sign up for them. The next step was writing all of the content. We worked with a copywriter from Traina, who put all the content together for us.

After that, we went through content and design reviews all the way up to the development of the site on WordPress. Finally, we launched the site.

What is the team composition?

We worked with an account director, a designer, a developer, a content strategist, and a copywriter.

How did you come to work with Traina?

We launched a full RFP and interviewed five agencies, including Traina. One of the university’s criteria was that the agency had to be located in the San Diego area.

There were a number of reasons why we hired Traina. They were very competitive in their bid, and their design aesthetic was unparalleled — they were fantastic. For me, as the project owner, aesthetics were a critical aspect.

How much have you invested with them?

We spent over $100,000.

What is the status of this engagement?

We started working together in September 2020, and the site went live in April 2021.

RESULTS & FEEDBACK

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

Using Google Analytics as one gauge, we’ve seen that people are interacting with our new site very well. They’re interacting with various pages, which is great for us. The site is really easy to navigate to get the information that we need — from that perspective, this project has been successful.

How did Traina perform from a project management standpoint?

Traina’s project management was fantastic. I’ve been leading creative projects like this one for over ten years, and Traina’s team was probably the best team that I’ve ever worked with. They were absolutely on point with their project management, and they were super professional, which was really great.

What did you find most impressive about them?

Traina’s design and development teams were impressive. Their account management was fantastic, and they were very communicative.

Do you have any advice for potential customers?

Stay on top of your project and communicate with your project manager. They’re very responsive, so ongoing communication is the key.

BACKGROUND

Introduce your business and what you do there.

I’m a communications consultant for a biotechnology company focused on developing drugs for age-related diseases.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Traina Design?

We wanted to revise our externally-facing website to help increase the success of our recruitment efforts. Our company isn’t a household name, so we needed a site that showcased our mission and culture.

SOLUTION

What was the scope of their involvement?

They built us a Calico website intended to catch the eye of potential employees and partners. I contributed the content for the site, but their team handled the look and feel of the site, implementing design elements as necessary. They also took charge of project management.

What is the team composition?

There may have been people working behind the scenes, but I interacted directly with four members of their team. Specifically, I worked with their CEO, an account manager, a chief designer, and a lead developer.

How did you come to work with Traina Design?

We found sites that we really liked and researched who put them together. They had built one of our partners’ sites.

How much have you invested with them?

We spent about $200,000 on their services.

What is the status of this engagement?

We worked together on the project from April 2019–August 2020. They still provide ongoing site support.

RESULTS & FEEDBACK

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

Traffic to the site is up since working with them, and employee feedback has been positive. Independent of these factors, though, we’re still very happy with the site. It looks great and functions as intended.

How did Traina Design perform from a project management standpoint?
They did a great job. Our team has continued to work with them since the site launched, which has been helpful. We've built a strong working relationship. They’re easy to work with, approachable, and effective in troubleshooting issues.

What did you find most impressive about them?

They take a lot of pride in their work. We were probably a small client for them, but we never felt that way. The quality of what they delivered reflected how much they cared about the outcome of our project.

Are there any areas they could improve?

We didn’t have any major issues during our partnership, but there were some minor problems with flexibility. I would have appreciated it if they had provided us with a number of alternatives to the challenges we faced.

Do you have any advice for potential customers?

Bring them in early on in the project and be clear about your objectives. If you make them feel like the project is truly a joint venture, they’ll remain deeply invested in the work.

BACKGROUND

Introduce your business and what you do there.

Our organization manages the fare collections systems and revenue management for transport operators to collect money from travelers using the transit system. We manage products like ticketing gates, machines, and mobile ticketing. These machines are commonly used throughout major sites around the world. I manage the marketing team and our global presence.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Traina Design?

We wanted to create a brand that was separate from our parent company to appeal to small or mid-market clients. Essentially, the goal was to communicate that we offer a completely different set of solutions and offerings for clients who may not be able to afford the deliverables we’re most commonly known for.

SOLUTION

What was the scope of their involvement?

We wanted them to create a new brand identity for our new sub-brand. That effort involved creating the brand architecture, the brand name, a logo, designs, brand tone, an elevator pitch, and a style guide containing formats for text and tone. Those deliverables allowed us to develop the brand we wanted to achieve in the market.  

We’ve created caricatures based on their logo and graphic design deliverables and may even do some gamification. Our team is also planning to tweak and extend the set of brand guidelines they delivered to agency partners for their own deployment. The style guide also included the types of imagery they expected the brand to use in the future as well as unified formats and layouts. 

What is the team composition?

We worked with a project manager, who was responsible for scheduling and keeping us up to date on deliverables. We also worked with their creative director and their CEO. There was another creative assistant supporting the team as well. 

How did you come to work with Traina Design?

We were doing a brand study for our entire cooperation as a whole and Traina Design was identified as one of the top vendors the corporation wanted to select to manage the study. We were establishing this project at around the same time and reached out to their team for a brief. Their estimate was initially out of our price range. However, because they were doing our corporate brand study, we were able to work together to accommodate our budget.

It made sense to hire them because they were working on our corporate brand. We didn’t want this brand to be completely different from our brand as a whole. Because they would have a thorough understanding of our company, we felt confident they could create a brand that would align with the parent company. 

How much have you invested with them?

We spend about $65,000 in total. The initial scope was for $50,000, but our company underwent some directional changes that expanded the total scope of work over time. The project ended up being a lot bigger than the initial RFP.  

What is the status of this engagement?

We worked together from around August 2019–October 2020.

RESULTS & FEEDBACK

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

Both internal and agency partner stakeholders loved the new brand. They’re excited about it and want to promote it through their channels. Their universal approval indicated that they did a good job. Additionally, we had a wide variety of stakeholders they needed to impress. Across our stakeholders, there were different opinions and ideologies surrounding how we should approach the new brand. Despite that, they came up with a fresh, new, relatable brand that impressed everyone involved. 

The name they provided us with was very unique for the industry but also intuitive with regard to the brand’s overall purpose. The brand encompassed some of the nuances we were hoping it to stand for. Our current customers were asked to make the transition to using this new brand as well, and they provided us with positive feedback as well. Customers and stakeholders were happy with the brand, which is a great sign for us. 

The logo they delivered contains the shape of the letter “U” with a winking face. They made the spelling of our brand name into a memorable character. The team loved it, and we’re calling it our customers’ travel companion. We initially weren’t expecting to be able to personify our brand but everything came together with their designs. This has led to people using our brand name conversationally and as a verb, which we love to see.   

How did Traina Design perform from a project management standpoint?

The team kept us on a tight timeline for deliverables with quick turnaround times. The only opportunity for improvement here is that they could’ve taken more initiative in setting up some of the meetings. For instance, if we discussed having a meeting about the competitive landscape, they’d agree to meet but ask us to set up the meeting. We expect that from the agency. However, whenever we asked for information, they were happy to provide it. 

Over time, they started adapting more to our expectations. Once I expressed my expectation for them to lead these efforts, the communication and collaboration became smoother. We communicated back and forth through emails and Zoom. A project management platform may have helped us organize our communications.  

What did you find most impressive about them?

Whenever we did workshops with their creative director, we’d have a room full of stakeholders requesting different things and directions. They were always able to articulate what we wanted to say but couldn’t communicate ourselves. We were working with our own industry and products but still couldn’t articulate certain brand ideas as well as they could. We were always impressed with their words, phrases, and elevator pitches. 

Are there any areas they could improve?

They’re easy to communicate and get along with. We felt they managed the relationship well but had some issues with managing expectations at the start of the project. 

Do you have any advice for potential customers?

It’s important to be very clear with your brief. If a company knows what they want the deliverables to be, communicating that upfront will help clarify expectations. They can plan accordingly and better understand your business that way. There’s plenty of things they suggested to us that weren’t priorities for our company. Knowing those priorities is very helpful for defining scope.