The Element of Brilliance
Tungsten Branding provides company naming and branding services for tech start-ups, Fortune 500 companies, and everything in between. Tungsten is known for intuitive brand name creation that aligns the company/product/service name and messaging with its core capabilities and values. Tungsten specializes in rebranding growing businesses that have outgrown their original identity. In short, if you need clarity, you need Tungsten.
Tungsten Branding has created over 500 regional, national, and international brand names for companies, products and services. Tungsten President & Founder Phil Davis, is a member of the Forbes Agency Council and serves as a frequent keynote speaker on the topic of "Brilliant Brand Marketing." Phil is a contributing author for Forbes & Entrepreneur and has written for, or been quoted in, Forbes, Entrepreneur, The Wall Street Journal, Inc.com, AdAge, The Washington Post, and Business Week magazine.
For company naming & branding enthusiasts, Tungsten produces "Brilliant Branding," a branding podcast featured on iTunes, SoundCloud, GooglePlay, & VoiceAmerica.
1 Language
- English
Focus
Portfolio
PODS, Johnson Controls, Benjamin Moore, HITACHI, Franchise Services INC, Ferguson, AO Smith, JTI, Addition Financial, Radiant Credit Union, Lumenis, Quaker Houghton, Harmony Outdoor Brands
PODS
Scope:
- Rebrand Strategy
- Name Development
- Tagline Development
- Brand Positioning
- Core Messaging
- Visual Identity Development
- Brand Guidelines
- Domain Name Acquisition
The Challenge: Create a brand name that captures a new concept
When naming a new product or service, you have to think outside the box. The original name for this product/service was Portables, a generic word often associated with outdoor toilets. Almost as bad, portables were the flimsy buildings used as temporary shelter for public schools. All the way around the name was misleading and failed to capture the unique nature of this new category in the moving and storage industry.
The Solution: PODS, the brand name that launched a company and an industry.
When presented with a product or service that is new or first-to-market, the opportunity exists to frame the language itself. (Much like the way Uber, Google, Xerox, and Kodak have done.) We searched for a word that was unique yet intuitive. PODS seemed to be just that sort of word, as in “two peas in a pod.” At the time, this word was obscure and not much in mainstream use. The client initially expressed concern about the association with aliens, space, and invasions. But after consideration, it was given a go. The word could also serve as an acronym for the pioneering service it created… Portable On Demand Storage.
The key is creating brand names that are short, simple, intuitive, and memorable. If you do it right, you won’t be able to contain yourself.
Hotel Arras
Scope:
- Name Development
- Tagline Development
- Brand Positioning
- Core Messaging
- Domain Name Acquisition
The Challenge: Craft a name that fits the community and the culture
When the McKibbon Group approached Tungsten Branding, they had a specific request -- to create a hotel brand that reflected both heritage and hospitality. The original name slated for the project was The Ellington, based on a 1920’s era architect of that name. The trouble was the close association with Duke Ellington. But the sentiment was there… to capture the spirit of Asheville with a name as unique as its blend of people and cultures.
The Solution - Hotel Arras
As part of the deep dive in our discovery process, we uncovered a number of references to Asheville as “the Paris of the South.” In many ways, Asheville was a renaissance city, full of culture, art, industry, and forestry. It contained diverse layers of talent and topography. Just the kind of clues our wordsmiths relish!
It just so happened that a city in Northern France shared many of the same characteristics, the village of Arras. This city was known for its markets, shops, arts, and specifically its woven tapestries. So much so that the word Arras became synonymous with the art form itself.
We had our name!
Rally House
Scope:
- Rebrand Strategy
- Name Development
- Tagline Development
- Domain Name Acquisition
The Challenge: Transform a geographic name into a national brand
When Tim Liebert came to us he was in a bit of a bind. His fan apparel company targeted his local market and was aptly named Kansas City Sampler. It sold a wide range of athletic gear to avid college and professional sports enthusiasts. He planned to open more stores but with just one small issue.
He wasn’t just in Kansas anymore.
This is a classic example of a geographically bound name. These types of company names quickly become outdated, restrictive, and misleading. In addition, having a location-based name says very little about how you do business, or why you do business. It just states the obvious, where you are!
The Solution - RallyHouse
RallyHouse is a great example of an evergreen, or perennial, naming strategy. By employing this type of naming technique, the brand never goes out of fashion. Fans will always want to “rally” and they will always defend their turf and protect their “house.” So whether you enter a stadium, gymnasium or auditorium, you are in the place where people celebrate their favorite teams. The name also tied subtly to familiar college associations, from sorority houses to student housing. In other words, it could be a place you call home.
The transition from KansasCity Sampler to RallyHouse enabled Tim and crew to make the jump from local merchants to national retailers. From the initial location, RallyHouse has grown to 60+ locations in 9 states... and counting.
SmoothGlo
Scope:
- Brand Name Development
- Tag Line Creation
- Product Logo Design
- Preliminary TM Research
- Domain Name Acquistion
- Product Brand Style Guide
- Brand Name Messaging & Positioning
The Challenge: Lumenis, the global leader in aesthetic lasers, came to us in need of a name - one that could help shape and redefine skin rejuvenation treatment.
The assignment was to find a name that was both engaging and appealing. The name needed to serve as a moniker as well as a benefit statement.
The result: SmoothGlo™
The name SmoothGlo™ turned out to be picture perfect... outshining the competition.
SEEKER by Commaris
Deliverables:
- Company Name Development - Commaris
- Product Name Development - SEEKER
- Verbal design - positioning, messaging, lexicon
- Visual design - logo, color pallete, style guide
- Domain acquisition
The Challenge: When to differentiate if the sky’s the limit
After Terrafuiga took to the sky with the flying car, they found a new horizon to explore in the UAV space. Developed for vast surveying projects, the new UAV could go higher, fly farther, lift more, and relay information better than any other drone in the same market. The question: should the new technology land under the Terrafugia name, or should the new tech soar with a name of its own?
The Solution: Time to put a new pair in the air?
On our mission to find a brand new home, we started by exploring names for the UAV itself. During the operation we identified the perfect company name, Commaris. Combining themes of commercial aviation with all things sky, stars, navigation, and guidance, Commaris was seen as a name that transcended the product naming exercise to live as the new company name within the Terrafugia brand.
With Commaris secured as the company name, we returned to the UAV name mission. The name quickly became apparent. What perfectly describes a technology that searches, finds, and relays information from the sky? Enter, Seeker.
The new pair in the air, Commaris and Seeker, easily compliment one another while leaving room for future growth and development. After logo, color, and style guide development, the duo made their debut in the same year at the Commercial UAV Expo in Vegas!
Upouria
Scope:
- Rebrand Strategy
- Name Development
- Tagline Development
- Domain Name Acquisition
The Challenge: Transform a good product name into a great one.
The toughest rebranding assignments arise when a company has a solid brand name already but needs to change it due to trademark or other issues. (It can be tough to fix something that’s not really broken!)
In this case, the previous name was Eden Syrups, not bad considering the associations with mystical origins and sweet temptation. But wait… there’s more! The name actually derived from the owner’s last name, Eden, a true legacy name that took a bite from the trademark apple.
How to go from a good name to a great brand?
The Solution: Euphoria? Wait a minute...how about UPOURIA!
We started with the original characteristics of the brand, the ingredients that made it so appealing, e.g. sweet, tasty, flowing, decadent, and we built it out from there. The list ran from Shangri La to Oasis to Paradise, but the real coup d'etat de te in branding is creating that little wink, that nod that adds an extra ounce of intrigue and interest.
Playing with the word “euphoria” lead to the wordplay of Upouria… you pouring that sweet nectar of the gods into a warm cup of caffeinated goodness. And in an instant, eureka! Upouria was born. To top it off, the exact matching .com domain name was secured along with a matching logo design.
Bagster
Scope:
- Brand Name Development
- Domain Name Acquisition
The Challenge: Brand a portable waste disposal product for Waste Management
When a PODS franchise client needed a new name for a storage product he discovered, he knew the place to come. We worked collaboratively with both him and the couple that developed this novel idea -- foldable storage bags that could be bought at a big box store, filled with debris, and hauled off for easy disposal.
The "Ah-ha" Moment: Bagster!
We brainstormed a number of great names... ultimately leading the client to hit on the eventual winner. Intuitive and fan; BAGSTER was the brand name with the perfect handle!
Expansive
Scope:
- Rebrand Strategy
- Name Development
- Visual Identity Development
- Brand Guidelines
- Brand Messaging
- Domain Name Acquisition
The Challenge: Rebrand an existing organization with a novel name
When we say novel, we literally mean it! This client had the name Novel Coworking, and due to conflicts, had to change it. Their existing name also came with some issues.
- Novel could be confusing… e.g. as in innovation, or as in a book?
- Coworking can seem small-ish for a firm with a national footprint
What they really needed was a name that demonstrated capability, something that communicates the totality of their services, in short, a big picture approach.
The Solution: Expansive
After a series of deep dives and exploration, the Tungsten team narrowed the focus of the search to an actual word, a name with substance. In a world of empty vessel names, devoid of meaning, this name needed to hit the ground running.
But owning a real English word, with the exact matching .com, is a big lift.
If the goal is an ownable word, be sure to budget accordingly for domain acquisition, and bring some patience for trademark. With time, diligence and a dash of creativity, we were able to bring the brand identity together and deliver a name that literally speaks volumes. With dozens of locations nationwide, Expansive is a declarative brand name that matches the company’s growing footprint.
RedRover
Scope:
- Rebrand Strategy
- Name Development
- Brand Messaging
- Logo Development
- Visual Identity Development
- Brand Guidelines
- Launch Strategy
- Domain Name Acquisition
The Challenge: Brand an innovative moving & storage concept
When Peter Warhust, the creator of PODS, came to use looking for a brand new name for a brand new concept in moving and storage he asked for just one idea. Having named PODS, he looked to us to invent another name that captured the essence of his idea centered on retrievable storage.
The "Ah-ha" Moment: Red Rover... a brand name that contains a big idea
The key to defining a new brand is to first define the brand language. If you can get consumers to say your name, it’s half the battle. In this case, Red Rover works on multiple levels. On the surface, it’s a fun and memorable name, with associations to the kid’s game of calling everyone to come on over. It also provides a brand color (red) and a sense of functionality (a rover). And it lends itself to a mascot, aka man’s best friend. This underscores the brand’s traits of devotion, faithfulness, customer loyalty, etc.
To top it off, the name Red Rover enables the differentiator or “phrase that pays” by defining the new concept as Fetchable StorageTM. The name demonstrates that crucial interplay between brand name, tag line, color, mascot, and brand languaging. Only a select few names enable tiered messaging that is inception level deep and Red Rover is one of them.
AutoSavvy
Scope:
- Rebrand Strategy
- Name Development
- Brand Messaging
- Visual Identity Development
- Brand Guidelines
- Domain Name Acquisition
The Challenge: Replace a common name with a smarter brand
In an effort to go to market, companies often choose names that are familiar, predictable and often commonplace. But as they grow and evolve, these popular names are difficult to “own” from both a trademark perspective, and from a “white space”/uniqueness perspective. Such was the case of AutoSource. The company liked the name, but unfortunately, so did quite a few other automotive dealers. Their issues included…
- 33 previously registered trademarks on the USPTO.gov database
- Numerous other dealerships with closely matching names and/or domains
- Difficulty ranking for their name in terms of SEO
- AutoSource.com went to another automotive related business
What they wanted was a descriptive, but slightly more sophisticated name.
The Solution: AutoSavvy
After our typical, in-depth exploration of client needs, the Tungsten team honed in on names that retained the look and feel of the original brand, but allowed for ownership of the identity. AutoSavvy not only provided a seamless transition from the legacy name, it also allowed the client to own the exact matching .com, and to acquire the coveted trademark. From a cluttered field of dozens of soundalike competitors, AutoSavvy emerged as a singular brand name – one that captured their expertise in the business.
The lesson?
Not every rebrand requires a complete overhaul. Sometimes it’s possible to leverage existing brand equity and build something even better with just the right tweaks. It simply requires savvy… and a touch of brilliance.
NorthStock
Deliverables:
- Company Naming - Rename H-Mac Systems to NorthStock
- Verbal design - positioning, messaging, lexicon
- Visual design - logo, color pallete, style guide
- Domain acquisition
STARMARK
Scope:
- REBRAND STRATEGY
- NAME DEVELOPMENT
- TAGLINE DEVELOPMENT
- DOMAIN NAME ACQUISITION
The Challenge: Transform a misleading name into a brand that shines
This client wanted a timeless name that could evolve as they grew. They specialized in dog training courses and dog training toys. Their previous name, TripleCrown, conjured up images of horses and horse racing. The most problematic names in branding are not boring or meaningless names, but misleading ones. They require effort to explain and TripleCrown was simply off track.
The "Ah-ha" Moment: Create an evergreen brand name that loyal fans will love
One of our favorite naming strategies is the “evergreen” or “perennial” approach to branding. Rather than starting with a coined/blank slate name, with no inherent meaning, we choose words that capture the essence of the brand -- words that come pre-imbued with a positive meaning. To avoid this misleading association, we focused on the outcomes they provide, e.g. high-quality goods, the gold standard, the mark of excellence, star pupils, shining product reviews, etc. These end benefits never tire, wear out, or become obsolete and outdated. The name would also work if they expanded to other pets or other product lines. This brand name now fills entire rows of national pet chains and continues to showcase their quality and their brilliance.
Product Line for AO Smith
The Challenge: Naming an entire line of water heaters
When AO Smith reached out to us, they had a fragmented line of stand-alone “brand children” with little rhyme or reason as to how they related. The immediate pain point was a line of energy-efficient hot water heaters that needed to present as a cohesive brand line.
The "Ah-ha" Moment: "Ex" marks the spot
- Vertex
- Voltex
- Effex
- Cirrex
Having already named one of their strongest performers, the Vertex, we borrowed on the “ex” suffix to create the Cirrex, Voltec, and Effex series. The “ex” underscored their commitment to excellence and had the cool “x” factor to boot.
AO Smith returned to us again on several other projects involving naming strategies and consumer research into their big-box line of heaters, as well as additional water heater names for current R&D projects.
The Vertex model is now one of AO Smith’s top performers, and combined with the other “ex” members, represents a substantial bottom-line contributor to their product portfolio.
Addition Financial
A regional credit union looking for a total rebrand.
- Rebrand Strategy
- Name Development
- Visual Identity Development
- Brand Guidelines
- Domain Name Acquisition
The Challenge: Solve the problem of an outdated, legacy brand name.
When CFEFCU came to us their predicament was clear - they had definitely outgrown their existing brand identity. The long acronym was short for Central Florida Educators Federal Credit Union (what a mouthful!)
The Solution: Addition Financial.
The old identity was in need of some new math so the Tungsten team looked for a name that would add up. The brand name needed to pay homage to the organization’s history while remaining open and flexible to new growth. Addition did just that! As a noun, it alluded to the core curriculum fundamental to learning. At the same time that name could pivot to all sorts of “additions” e.g. new additions to the family, an additional second mortgage, a room addition, etc. The added plus was the lexicon the name provided, helping to reinforce the messaging and multiplying its effect. By rebranding as Addition Financial, the company subtracted 24 letters from the old name. Fewer words and greater impact proved a winning formula and a lasting solution. The marketing team added their own spin with the tagline “Count us in!” and the rest is history.
LoftLinks
Scope:
- Name Development
- Tagline Development
- Visual Identity Development
- Brand Guidelines
- Domain Name Acquisition
The Challenge: Name a startup, NYC based, golf simulation experience
Naming startups is always a combination of fun and challenges, and this assignment was no exception. The owners had a very specific location in mind, upstairs space in downtown NYC. They wanted city-bound clients to have that country club experience right in the heart of the big apple. Upstairs, downtown, golf, brick, and mortar, virtual… a lot of items went into the naming criteria wish list.
The Solution: Loft Links
While we played with lots of clever concepts, the final winner was Loft Links. This name hit the mark for a lot of reasons…
- It referenced golf in the name
- It hinted at being in an elevated space
- It provided a sense of an actual, physical place
- It provided “sticky”/memorable alliteration
- It was clear in terms of trademark
- The matching .com was available
Most company brand names can score on one or two criteria, but this is a rare hole-in-one that accomplished nearly all the requirements. With the latest tech and a great location, this client now has a brand name on par with the finest.
TeamLogicIT
Scope:
- REBRAND STRATEGY
- NAME DEVELOPMENT
- TAGLINE DEVELOPMENT
- DOMAIN NAME ACQUISITION
The Challenge: Create a brand name for a nationwide IT franchise
When Franchise Service (owners of Sir Speedy® and PIP Printing®) approached us to brand their new IT business, they needed a name that would resonate with both the end-users as well as potential franchisees. After examining the different naming strategies, we decided that “Positive Connotations” would work best for this brand (aka evergreen or perennial). This is a strategy that works well for a number of businesses.
The Solution: Why settle for groupthink when you can have TeamLogic?
Combining existing positive industry-related words in a unique way enabled us to obtain a trademark and establish a web presence. Both “Team” and “Logic” resonate well with potential clients who want dependable experts to install, repair, and maintain their networks and computer systems.
The goal of TeamLogicIT is to become the CarMax of the small business IT industry... replacing many of the mom and pop computer stores with a nationwide branded IT solution that people will know and trust. For most small business owners, the idea of a turn-key IT company that worked as a “team”, and used a common sense “logic” in their solutions, was an appealing alternative to the ad hoc providers with which they were accustomed to dealing.
Double Cross Vodka
Scope:
- NAME DEVELOPMENT
- DOMAIN NAME ACQUISITION
The Challenge: Create an ultra-premium vodka brand
When the team at Double Cross first came to us, they had an engaging assignment — to capture the essence and spirit of luxury vodka, produced at a family-run distillery, in a 13th-century village in the foothills of the Tatra Mountains of the Slovak Republic. What’s more, the name had to be clear of any potential trademark issues and had to speak to both contemporary and traditional audiences.
The "Ah-ha" Moment: Double down until you get it right
When initially vetting Double Cross; there were many questions... Was it too edgy? Could it backfire? Was there enough “back story” to give the brand meaning?
The name was examined from all angles. The deciding factor came in a flash of insight. The Slovak coat of arms had as its main symbol, a double-cross. The name had it all, an acknowledgment of the brand’s heritage and a hint of its deceptively smooth taste. “Betray the usual” became the tag line. The fact that the name brought tears to the eyes of the Slovak producers meant that the name resonated beyond borders.
Managing and facilitating the TM process took over one year, but the end results have paid off. The distribution of Double Cross Vodka has grown from several locations in the northeast to nationwide availability in premium steak house chains such as Morton’s. The process was a group effort, with the winning name fielded by working collaboratively to achieve the best outcome... a luxury vodka brand name worthy of its rich heritage.
It’s high proof, that when done right, great branding can appear deceptively easy.
INUGO
Scope:
- NAME DEVELOPMENT
- TAGLINE DEVELOPMENT
- BRAND POSITIONING
- CORE MESSAGING
- VISUAL IDENTITY DEVELOPMENT
- BRAND GUIDELINES
- DOMAIN NAME ACQUISITION
The Challenge: Name an IT platform that points the way to easier parking
When this New Zealand based parking company came to us with a revolutionary parking/payment app, we knew we needed to create a cool, intuitive name that spoke to the ease of use and entry. In addition, the name needed to sound current, relevant, and a bit “webby” to help position it in the customer’s mind.
The "Ah-ha" Moment: In...you...go...Inugo!
Naming a potential “game-changer” is both exciting and challenging. The name needs to be both unique, yet intuitive, We played with all sorts of options from metaphors to positive connotation names, and even some play on words. But the unanimous winner was the friendly, subliminal, imperative Inugo! Not only was the name a simple five letters in length, but we were able to secure the exact matching .com. The “In” prefix invited interest and intrigue while literally underscoring the entering aspect of this parking app/technology. “In” also allows languaging such as intelligence, internet, instant, etc. -- all aspects of the brand’s attributes. The “go” suffix highlights the speed, ease of use, and mobility.
INUGO has grown significantly since launching, now servicine multiple industries; going far beyond the initial ask of parking... they are now an Parking & Access Management company!
Reviews
the project
Rebranding for State-Chartered Credit Union
"We were impressed by the way they looked at our business from a 360-degree view."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the COO of Radiant Credit Union, a state-chartered, not-for-profit, credit union. We’re based in North Central Florida, and we proudly serve communities in 15 counties.
What challenge were you trying to address with TUNGSTEN?
When we converted from a federal to a state-chartered credit union, we had to take the federal word out of our company name. Thus, we had to decide if we were going to retain our previous brand name or go through a complete rebrand.
We also had to make a quick decision since both the National Credit Union Administration (NCUA) and the Florida Office of Financial Regulation (FLOFR) needed to review and approve the decision we made. In connection with that, we hired TUNGSTEN to help us decide which option was the best for us.
What was the scope of their involvement?
TUNGSTEN met our board of directors and executive management, and they described the process we were going to follow. They helped us explore our options on whether we’d go for refreshing our previous brand logo or creating a completely new brand name, logo, and look. The team was able to present many choices because they researched our business, history, competitors, and industry as well as conducted surveys of our entire employee population.
After talking to them, our company went ahead with the rebranding path. Subsequently, they pitched 15 names to us, and we narrowed them to six options. From the six options, they designed logos that went along with the proposed names so that we could see how our brand was going to look.
In the end, our company decided that our new brand name would be Radiant Credit Union. Following that, the team built a brand book that served as the guidelines for our marketing materials moving forward. They came up with new names and taglines for our existing products, too.
In addition, we use a third-party company to design and develop our website, and TUNGSTEN oversaw reviewing our platform and they suggested changes we could integrate. They also designed the wrap for our facility vehicle as well as the city buses that we advertise on in addition to other graphic materials. Then, they led our branch refresh efforts by assisting with our signage, advertisement layouts, and other templates we were using.
What is the team composition?
We worked with 5–6 people, including Elizabeth (Director of Brand Strategy), Phillip (President), and Derek (Senior Visual Designer). When we created specialized projects, we transitioned to working with three employees from TUNGSTEN.
How did you come to work with TUNGSTEN?
We found TUNGSTEN through another credit union. We also did research on other credit unions that converted from federal to state-chartered. We analyzed who they hired during their rebranding process and TUNGSTEN came up a couple of times. Based on what we saw from their website and from our initial call, we thought that we could work well together with them because they were honest and open.
What is the status of this engagement?
We worked together from March 2020–October 2021.
What evidence can you share that demonstrates the impact of the engagement?
From a marketing standpoint, our new branding caught people’s attention. Our existing members really adapted well to our new look and feel. Our rebranding was quite difficult considering that our members were used to what we had for 40 years.
TUNGSTEN really helped our stakeholders ease into our new branding and marketing. More importantly, we were able to continue growing because of their support. In fact, we were able to open a new branch in Live Oak, Florida with the new rebranded look.
How did TUNGSTEN perform from a project management standpoint?
We only had a short timeline, but TUNGSTEN was able to accelerate everything. We also didn't miss any deadlines. We had weekly meetings and they sent us status updates through email, and we could always call them if we needed anything no matter the time. Overall, we had no issues.
What did you find most impressive about them?
We were impressed by the way they looked at our business from a 360-degree view. On top of considering our potential and existing members, they thought about how our employees would perceive our new branding and how it would change our culture. They were more than just a vendor to us — we considered them as a partner.
Are there any areas they could improve?
Perhaps, they could offer additional services right after rebranding. In our project, they did some graphics and other materials, but they weren’t ongoing projects. If they could have that already in their portfolio, that’d be great.
Do you have any advice for potential customers?
If you’re going to use them for rebranding, make sure that you include top-level internal team members from different areas within your business. In our case, we did that, and TUNGSTEN was able to listen to everybody’s ideas. It also gave TUNGSTEN a ton of viewpoints to work with. Overall, it was beneficial not only for a few people in the company but for everybody in our organization.
the project
Branding for Car Competition Platform
"TUNGSTEN gave us a good working experience by handling every task with confidence and leading us to success."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the founder and CEO of an online car competition platform. We draw raffles to select winners who will bring home different car models.
What challenge were you trying to address with TUNGSTEN?
We needed their team's branding skills.
What was the scope of their involvement?
We engaged TUNGSTEN to work on our company's branding. We had our own ideas and solid business and financial models, but we needed a dedicated team to execute branding solutions for us. Although we didn't require them to, their team initially conducted extensive trademark research to flesh out accurate strategies for us.
Upon collating their findings, TUNGSTEN finalized our brand name, story, and positioning statement and determined the concepts and themes they could rely on as they generate design-related ideas. They then formulated our visual identity by designing our logo and choosing our brand colors and fonts. Finally, they devised a brand style guide for us to adhere to.
What is the team composition?
We worked with a team of 2–6 resources, depending on the project phase. Our main point of contact was their brand strategist.
How did you come to work with TUNGSTEN?
We had a vetting process, and TUNGSTEN made it to our shortlist. We chose their team because they understood our requirements and expressed genuine enthusiasm for our collaboration.
How much have you invested with them?
We spent $20,000.
What is the status of this engagement?
Our branding project with TUNGSTEN ran from March–August 2021.
What evidence can you share that demonstrates the impact of the engagement?
TUNGSTEN handled the entire process with professionalism and expertise — the branding solutions they generated were well-received by our staff and target market. We conducted regular market testings through our focus groups, and everyone was pleased with our brand message and encouraging strategies.
Apart from giving us marketable results to start with, we highly appreciated TUNGSTEN's capacity to deliver quality work while maintaining an enjoyable process. Overall, we were satisfied with everything they came up with and how they collaborated with us.
How did TUNGSTEN perform from a project management standpoint?
We communicated via email and Zoom. TUNGSTEN met our timelines and were flexible in addressing our urgent modification requests. They were a dedicated partner that worked according to our availability and kept us updated every step of the way.
What did you find most impressive about them?
We were most impressed with their astounding ability to form a connection with us. TUNGSTEN gave us a good working experience by handling every task with confidence and leading us to success.
Are there any areas they could improve?
They were a great partner — I couldn't point out anything constructive about their work.
Do you have any advice for potential customers?
Immerse yourself in the process to ensure that they are meeting your branding goals. Additionally, be transparent in giving feedback — TUNGSTEN is a collaborative partner that will incorporate your opinions and ideas into their work.
the project
Branding for Commercial UAV Manufacturer
"They had a lot of good chemistry among themselves — that was infectious."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the business development head at one of Terrafugia’s product lines, Commaris, and we’re building unmanned aerial vehicles (UAVs) for commercial applications.
What challenge were you trying to address with TUNGSTEN?
Our division did not have a name, and we needed help in coming up with a company and product name.
What was the scope of their involvement?
We started by meeting through video calls where TUNGSTEN asked us many questions to know more about our new company. They want to understand our product, our audience, and our ideals. We went through multiple sessions to ensure they had all the information they needed to set off and formulate a plan.
TUNGSTEN took all the information we gave them and turned it into several sessions. They gave us 10 name choices for every session. Each name choice came with a logo and description of what it means. We rejected many of their suggestions for various reasons, but they always came back to give us another set of 10 — it was an iterative process.
TUNGSTEN and I kept a shortlist together and only presented 1–2 names that we thought were exceptional to the company's president. They first did the company name, and after that, they worked on the product name. The product name was more difficult to produce and had more iterations.
Additionally, TUNGSTEN gave us an online catalog that includes different versions and colors of our logo. It also contained guidelines about how to publish and present our brand. We provide the style guide to our web developers, social media managers, and graphic designers.
What is the team composition?
First, I worked with their president. Later, their team evolved to 3–4 people, including John (Brand Strategist) and a graphic artist.
How did you come to work with TUNGSTEN?
I searched for branding providers through Google search. I did my due diligence and looked at the websites of the shortlisted vendors to understand their companies. We’re an aircraft company, and I looked for agencies that had experience working in our industry. After that, I interviewed the shortlisted agencies.
I ended up hiring TUNGSTEN because they really wanted to understand our company and our goals before anything else. Their proposal was excellent. Additionally, they were the most economical out of the shortlisted companies.
How much have you invested with them?
We spent around $50,000–$55,000.
What is the status of this engagement?
Our engagement lasted from March–July 2021.
What evidence can you share that demonstrates the impact of the engagement?
I presented TUNGSTEN’s work to various people in our company, and it received unanimous approval. Everybody liked the name, and the logo was awesome. Both the name and logo represented our company.
We attended a big three-day trade show in Las Vegas along with our competitors, and it’s our first time showcasing our brand. Everybody at the show came over to our 18-foot tower that displayed our name. People loved our name, it looked good in the logo, and they all pronounced it correctly. Even our competitors think we did a great job; we received industry validation.
How did TUNGSTEN perform from a project management standpoint?
TUNGSTEN is excellent at project management; John was our dedicated project manager.
Every week, TUNGSTEN drove the agenda for our meetings, which ended up being extremely productive and informative. Their presentation skills were phenomenal — they weren’t prodding us, and we just sat there and watched. After our meetings, John gave us a summary, a to-do list, and the date for the next meeting.
TUNGSTEN’s team was very friendly and had a lot of experience in this area. They were at the helm, driving us through the process. Even though it seemed like they were taking a long time and asking us a lot of questions, in the end, we understood that they did what they had to do. The whole process was a great experience. Everybody was so friendly and serious at the same time.
We received tremendous value for our money, and I could say TUNGSTEN put serious work and hours into this project.
What did you find most impressive about them?
TUNGSTEN’s professionalism was impressive. They were a well-organized team — their presentations were phenomenal. They had a script, and each person had a role. We didn’t listen to the same voice droning on and on for an hour. They took turns for the presentation.
Beyond their professionalism, they were very personable and friendly as well. They were great to work with. I recommend them to everybody; they did an excellent job for us.
When I was interviewing other companies, I often spoke with their owner or president. However, with TUNGSTEN, three people spoke to me on our first call. They came to me as a team, and I could tell they had a lot of good chemistry among themselves — that was infectious.
Are there any areas they could improve?
I can’t think of anything.
the project
Naming & Logo Design for OTC Medicine Manufacturing Company
“TUNGSTEN’s quality of work was excellent, and they made it very easy to work with them.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the president of an over-the-counter medicine manufacturing company. We sell products that people would find in drugstores, grocery stores, and large chain stores like Wal-Mart and Target. Our products include diaper rash creams, bee sting remedies, sleeping aids, earwax removers, and more.
What challenge were you trying to address with TUNGSTEN?
We were looking to do a corporate rebranding. Most customers only cared about the name of our products, but as we grew, we were looking for more opportunities to get our company's name out there.
However, our previous name didn’t represent us; it was just the former brand owner’s last name. We wanted to have a name that showed what we did in a more descriptive way to have a better brand for our company.
What was the scope of their involvement?
First, we discussed with TUNGSTEN about our company, what we did, and what we were trying to accomplish. Then, they came back with documentation on their findings and asked us some more questions to help further hone that in.
After that, we got into a naming process, where they suggested a series of names and together selected the best option. Once we had our name, they brought in a designer who helped us design our logo.
What is the team composition?
We worked with one main point of contact and three other people who also helped in the naming process, each of them pitching their own ideas.
How did you come to work with TUNGSTEN?
I don’t remember, but I think I found them on Google. We had an initial discussion and went from there.
What is the status of this engagement?
I don’t remember the dates, but the process took a long time due to delays on our end. From the first contact we had with TUNGSTEN, it took us 1–2 years to actually start working on the project, and the project itself lasted around six months.
What evidence can you share that demonstrates the impact of the engagement?
Sometimes, people can be very creative and come up with an ingenious name, but they then find out that 40 other companies are using the same name when they look it online. The beauty of working with TUNGSTEN was that they helped us get a great and unique name, allowing us to acquire its web presence and get the URL that we wanted. This was an outstanding result that we would have had trouble duplicating ourselves.
We haven’t rolled out our new name to the public because we’re now in the process of having our website redesigned. Once we have our website, we will see the impact of our new name on our business.
How did TUNGSTEN perform from a project management standpoint?
TUNGSTEN’s communication was great, and they always communicated with us clearly. They constantly explained what they were doing and provided us with the timelines. We had some delays on our end, but they were very responsive nonetheless.
Another great feature about TUNGSTEN was that they had an internal website where they put the names they came up with, along with the rationale behind it and some specifics. This helped us review the names in more detail, which made the process easier.
What did you find most impressive about them?
Aside from their communication and ability to meet deadlines, TUNGSTEN’s quality of work was excellent. Additionally, they made it very easy to work with them.
Are there any areas they could improve?
No.
Do you have any advice for potential customers?
Put in the necessary effort and think about what you want out of the project. You can’t fully outsource these kinds of services; you need to work with them to drive the project where you want it to go. TUNGSTEN will guide you through the process, but you need to let them know what you’re looking for.
the project
Naming & Logo Design for Workspace Provider
“Naming was TUNGSTEN’s stand-out skill.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the CMO at Expansive, a flexible workspace provider. We own 44 properties across the US, and we offer them as coworking spaces, plug-and-play office suites, and private, dedicated offices. We also have event spaces, podcasting studios, on-demand conference rooms, and a variety of workspaces, and we offer long-term leases to our clients.
What challenge were you trying to address with TUNGSTEN?
We recently renamed our company, and we hired TUNGSTEN as our naming agency.
What was the scope of their involvement?
TUNGSTEN helped us select our current name and explore other options. They also helped us bring our new name to life with a new logo and messaging around it. They were very helpful throughout the whole process.
I joined the project when TUNGSTEN was working with our company on phase one, which was defining the new name. This included exploring the different options to decide which name we wanted to use. Then, we extended the scope of work, and TUNGSTEN helped us design a logo and some initial messaging around it.
What is the team composition?
We worked directly with Elizabeth (Director of Brand Strategy), who was our main point of contact and acted as our account manager. She was the primary liaison between our team and TUNGSTEN’s team. Additionally, 4–5 people worked closely on the project, all with different capabilities. Some of them were oriented towards graphic design, for example.
We interacted with Elizabeth regularly. She organized and led most of our meetings and brainstorming sessions.
How did you come to work with TUNGSTEN?
TUNGSTEN was already on board when I got hired, so I wasn’t part of that process. However, I believe that my marketing director did some online research and reached out to people in our industry, looking for recommendations. TUNGSTEN’s name came out as a result of that process, but I’m not sure how extensive of a review they did before selecting them.
How much have you invested with them?
We spent around $30,000.
What is the status of this engagement?
The project started right before the holiday season of 2020, so my company started working with TUNGSTEN around November 2020. I first heard about them in January 2021, and my first contact with them was in February 2021. By that time, they had already done a couple of naming rounds. Finally, we finished the transition process in July 2021.
What evidence can you share that demonstrates the impact of the engagement?
As our renaming transition has just recently concluded, we don’t have any metrics on the impact of the new name on our business. However, our internal staff is very excited about it. Our new name energized things and brought where the company has evolved to fruition.
We’re still in the process of rolling out the new name to our customers, and we’re getting ready to announce it around August or September 2021, taking the time to explain what it all means. There’s a general positive feeling about it.
Although there was some hesitation initially, we’re 110% confident that this was the right decision for us. It was a long-term investment for our business, and it set us up for success. Now, we’re moving forward in this industry.
How did TUNGSTEN perform from a project management standpoint?
TUNGSTEN did a great job in terms of project management. Elizabeth did a great job of giving us visibility as to where we were on budget and timelines. They laid out everything ahead of time, and we had a work plan, which was helpful.
What did you find most impressive about them?
Naming was TUNGSTEN’s stand-out skill. I’ve worked in marketing for over 20 years, and I’ve worked with other naming agencies before. TUNGSTEN did a really nice job understanding where we were coming from and doing research to dig deep into what we were looking for.
They came back with really strong ideas — I was impressed. Their team kept coming up with ideas in different territories and a variety of options. They also did a great job working with our broader team to pinpoint what worked and what didn’t about the different names.
TUNGSTEN’s process allowed us to diverge before converging so that we could figure out what was what we really needed. They were also great at steering us in the right direction, making everyone involved feel heard, and taking us to a place where our whole team was satisfied. We’re very happy with the result.
Are there any areas they could improve?
Although TUNGSTEN did a great job on the naming, we had issues in some of the further downstream messaging. We had a very specific type of output that we wanted to get to, but we had difficulty communicating that to them. Thus, they also had a hard time grasping what we wanted to get to.
In retrospect, we should have spent more time in that part of the process to brainstorm and articulate what we were trying to accomplish in that stage. We ended up cutting some things out of the scope because we were running out of time and budget on it. However, we ultimately landed in a pretty good place, and it was a great process overall.
Do you have any advice for potential customers?
Write your own version of what you’re trying to accomplish, and be as clear about it upfront as possible because it will be helpful for everyone.
the project
Branding & Logo Design for Startup Fashion Jeweler
"They didn’t just work to produce the deliverables we needed, but they worked as an integral part of our onshore team."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the owner and founder of a fashion jewelry company.
What challenge were you trying to address with TUNGSTEN?
I needed their team’s branding efforts.
What was the scope of their involvement?
I just built my company when I reached out to TUNGSTEN’s team to task them with generating branding positioning strategies. They were also in charge of creating a brand name and a tagline that best represented our brand and the products we offered. Once those were settled, TUNGSTEN designed our logo and came up with an elevator pitch that we could use when promoting our company to potential clients and partners.
In order to ensure that our branding pipeline was well maintained, TUNGSTEN developed templates and a style guideline that we could use to generate promotional materials that were in line with their initial deliverables.
What is the team composition?
We worked with 2–6 branding resources from TUNGSTEN, depending on the project phase. Throughout the process, my main point of contact was their founder.
How did you come to work with TUNGSTEN?
I found their company online after looking for potential agencies to hire for this project. Upon looking at their website and eventually interviewing their team, I was convinced that TUNGSTEN was the right partner that could elevate our brand.
How much have you invested with them?
We spent $19,000.
What is the status of this engagement?
Our project with TUNGSTEN ran from December 2020–March 2021.
What evidence can you share that demonstrates the impact of the engagement?
TUNGSTEN was an expert team that delivered top-notch results to our business. As a new company, we’re still in the process of promoting our products to our clientele, but I can confirm that TUNGSTEN’S branding efforts definitely elevated our brand. We had a great and fruitful collaboration with their team, and I’m sure all the other companies that left them a review on Clutch had the same favorable experience.
How did TUNGSTEN perform from a project management standpoint?
We mainly communicated via email and held regular meetings on Zoom. TUNGSTEN’s team was on top of the project management game. They were committed to meeting our timelines and were always receptive to our feedback — the project flowed easily because of their understanding and accommodating nature.
What did you find most impressive about them?
TUNGSTEN was truly passionate about transforming our brand. They didn’t just work to produce the deliverables we needed, but they worked as an integral part of our onshore team. We saw their willingness to help us succeed throughout the project — they really went above and beyond to understand the industry we’re part of, so they could deliver more tailored results.
Are there any areas they could improve?
I don’t have any constructive feedback to share. We had a positive working relationship with TUNGSTEN.
Do you have any advice for potential customers?
Make sure to gather all the information you need to be able to kick start your project on a good note. Setting clear goals and relaying all of those to TUNGSTEN’s team will also lead them to deliver the results you need.
the project
Branding & Web Design for Indoor Golf Experience Business
"Their work was outstanding."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the co-founder and CEO of LoftLinks, an indoor golf concept. Our goal is to open the game of golf to all types of people through diversity, inclusion, and top-notch instruction.
What challenge were you trying to address with Tungsten?
We wanted to build a strong company, but there were holes in our understanding in terms of what we should and shouldn’t do from a branding perspective. We thought it would be important for us to go through a brand development and naming process.
What was the scope of their involvement?
Tungsten did an overall discovery where we talked about our brand, our mandate, what we were looking to accomplish, what field we wanted to be in, the sound we wanted, and other brands we respected. We also discussed taglines and names that we thought could go well.
They also helped us understand how names and taglines should be used and set up a patent so that our work wouldn’t be used anywhere else. Additionally, they did web design and worked on the domain to make sure that we had our bases covered.
What is the team composition?
We worked with their full team. We worked with their CEO, and as the project went on, the team evolved to include an account manager.
How did you come to work with Tungsten?
They were referred to us, and the people who referred Tungsten told us that their relationship was well-handled.
What is the status of this engagement?
This project lasted from about January–August 2019, but we still collaborate with them.
What evidence can you share that demonstrates the impact of the engagement?
Their work was outstanding. It has helped us keep our brand in mind throughout everything we do. The process was so instructive, and it helped us put guard rails on what we do.
Tungsten put us on the right path. The reception has been incredible. People love the colors, the art, the designs, and the look of the logo. When people look at our Instagram feed, everything is on-brand, which wouldn’t have happened without Tungsten.
How did Tungsten perform from a project management standpoint?
Everything was top-notch. We were able to tap into all of their resources and collective experiences, which gave us a lot of confidence. We didn’t feel like any question was too silly to ask, and the team handled everything at the highest level; you wouldn’t think they were a small company.
What did you find most impressive about them?
Having access to the whole team was amazing. Every time we had a conference call, we could tell that we were working with people who knew what they were doing. We enjoyed every interaction with them because we knew that we were going to get the best from them. It was really fun.
Are there any areas they could improve?
No, I have no suggestions.
Do you have any advice for potential customers?
If you’re coming in without experience in this area, be open-minded and talk to Tungsten’s business development team. Additionally, make sure you ask a lot of questions because you’ll become more comfortable.
Go through the business development and proposal processes. If you do that, you’ll be impressed with how the team responds to your questions.
the project
Naming & Trademarking for Pharmacy Technology Company
"Tungsten’s work has had a positive impact on our brand awareness."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the product manager at Cervey, a pharmacy-centric technology company.
What challenge were you trying to address with Tungsten?
We were splitting from our parent company that was a drug wholesaler, and we were transitioning into having our technology division as its own company. We had gone through this process with another company to do our brand platform and positioning statement.
As we were going through the process, we were told that our original name was quite bland. So, we started shopping around for a naming company, which is why we approached Tungsten.
What was the scope of their involvement?
We provided Tungsten with our messaging and positioning statement so that they could get to know us. They then sent questionnaires to all of our stakeholders so that they could get more input.
We had an online workshop in which Phil (President & Founder) walked us through a bunch of questions and got to know us and our product offerings.
Afterward, the team came back to us with a couple of different names, and, after picking our top three, we landed on Cervey. Additionally, the team did some trademarking work.
What is the team composition?
I worked primarily with Phil and a project manager.
How did you come to work with Tungsten?
We got a couple of recommendations from a few people and I also did my own research. We found them through Clutch, and they looked like a good partner.
How much have you invested with them?
We spent around $18,000 for naming and trademark research.
What is the status of this engagement?
We worked with Tungsten from January–April 2019.
What evidence can you share that demonstrates the impact of the engagement?
In January 2020, we went live with the new name and branding. There’s been a positive impact and people have been very impressed. We had a huge boost in traffic at our conference. Overall, Tungsten’s work has had a positive impact on our brand awareness.
How did Tungsten perform from a project management standpoint?
Our project manager was great about making sure the team hit their deadlines, keeping us on track, and moving the project along. It went really well. We communicated via phone and email
The team also created a web-based suite where we were able to see the names they had selected as well as sample templates of what the names would look like.
What did you find most impressive about them?
Tungsten provided quite a few creative options that could go different ways. Once we narrowed it down to our top 2–3 options, we had a hard time deciding which direction to go because all of them were very creative. They’ve also got good technical writing skills.
Are there any areas they could improve?
No, not that I can think of.
Do you have any advice for potential customers?
Make sure you’re clear about exactly what you need. Our experience was great.
the project
Naming, Logo Design & Branding Services for Ophthalmologist
"Their team was able to think outside the norm to give us what we wanted."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the co-founder of Remagin.
What challenge were you trying to address with Tungsten?
My wife and I are both ophthalmologists, but she focuses on oculoplastic surgery. We had different brands. She had her ocular plastic surgery practice and I had the Orlando Eye Institute. We wanted to combine our brands because it was annoying to have two different names for the same office. We wanted an umbrella name for clients to understand our services.
What was the scope of their involvement?
Tungsten helped us to create a name, tagline, and logo. Their team found a name with an available domain because we didn’t want our website to have a different name. Those were the major components, but they also provided other brand aspects such as fonts. Their team created a different color scheme to use in our advertising.
What is the team composition?
Our main point of contact was John (Brand Strategist).
How did you come to work with Tungsten?
I searched Google and talked to a few companies but Tungsten provided the best pitch. They talked about how they would tackle the project systematically. The other companies vaguely talked about how they would accomplish our goals. Tungsten wanted to be involved in the whole process, so their team felt like a better package. I also remembered their name because their branding was effective, which was a good sign. Even though they were a little more expensive than their competitors, I had the most confidence in them.
How much have you invested with them?
We spent about $10,000 on the project. I would totally do it again.
What is the status of this engagement?
We started this project in February 2020, and they delivered the final package in June 2020.
What evidence can you share that demonstrates the impact of the engagement?
Their team created a comprehensive package. We loved the process. Initially, they came up with an array of names. We liked one of the names from that first batch.
We told them that we didn’t want a medical logo. Rather, we wanted something more iconic. Again, they quickly came up with a logo that my wife and I liked. When we finished the process, we had an overwhelmingly good feeling about it.
How did Tungsten perform from a project management standpoint?
They were good at setting and meeting deadlines. In terms of availability, the issues were on our side. Their team was flexible.
What did you find most impressive about them?
Their team was able to listen to our needs. For medical practices, they might not have expected to do what we did. Their team was able to think outside the norm to give us what we wanted.
Tungsten also wasn’t afraid to give us feedback to ensure we didn’t make a bad decision. We valued their advice given their experience.
Are there any areas they could improve?
No, not really. It would’ve been nicer to have a name sooner, but the creative process takes time. The project went about as well as I could’ve possibly imagined it to. Their cost was higher than other companies, which initially gave us pause. But looking back, it was worth the investment. We wish that we started with them when we launched our company 10 years ago.
Do you have any advice for potential customers?
I would highly recommend that people go with an established marketing and branding company. It will make your life easier in the long run. I also highly recommend Tungsten. Take their questionnaire seriously because that guides the project. Attack the questionnaire and have fun with it.
the project
Naming & Branding Services for Moving and Storage Company
“They’re able to distill down the essence of a business and put a unique and creative spin on it.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
My position is CMO. Red Rover is fetchable storage, which is actually a tagline that Phil (Founder) coined. We think it will help redefine a whole new category of moving and storage. We are fairly new and have just started to build out our marketing team.
What challenge were you trying to address with Tungsten?
Although we’re in the moving and storage industry, our service offering is so different that we felt like we needed something to reflect that difference. We wanted our name and positioning to be as unique as the service offering we provide.
What was the scope of their involvement?
Tungsten did everything from naming, tagline, brand iconography and logo, look and feel, voice, and brand guidelines. They really did the full package.
What is the team composition?
Phil was our primary point of contact. I know there have been several other people working on the project.
How did you come to work with Tungsten?
My company had worked with Phil on other projects before I came on board.
What is the status of this engagement?
The engagement began in March 2019, which predates my time with the company, and it’s ongoing.
What evidence can you share that demonstrates the impact of the engagement?
I’ve been in marketing for a long time, and I believe we have probably gained 50% more immediate recognition based on the name versus if we had come up with something that sounded endemic to the category. The moving and storage category and the associated content can be a little dry, but having the name Red Rover allows us to have a little bit of fun with it. It gives us an opportunity to do some interesting and fun social media, as well as develop other content that’s not just about moving and storage. I believe that the brand guidelines they created for us actually won an award.
How did Tungsten perform from a project management standpoint?
They’ve been excellent. We communicate via phone calls, email, and text. They’re very timely and conscientious.
What did you find most impressive about them?
They’re able to distill down the essence of a business and put a unique and creative spin on it.
Are there any areas they could improve?
No, not that I can think of off the top of my head. It’s been really great working with them. We’ve seen great results.
Any advice for potential customers?
I would say educate them as much as possible about your category and your business. The things that you feel maybe aren’t as important, they may recognize as little gold nuggets and actually build platforms on them. Just be super engaged and transparent with them. Let them be creative, because they deliver creative.
External stakeholders were pleased with the company's new branding. On top of that, TUNGSTEN's work helped the client to further grow their business. TUNGSTEN had strong listening skills, which allowed them to address all the stakeholders' needs. They were timely, accessible, and reliable.