Vespertine Agency®

BACKGROUND

Please describe your company and your position there.

I am the executive creative director of Supermoon, a boutique brand agency based in San Francisco.

OPPORTUNITY / CHALLENGE

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

We hired Vespertine to develop naming architecture, concepts and product names, for the packages and proprietary technical features of a luxury smart bed.

SOLUTION

How did you select this vendor?

Through personal recommendation from former colleagues.

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

Vespertine developed a rigorous, strategically-informed approach to the naming architecture, and then delivered a large set of great names to select from. They framed the naming proposals expertly, and handled a complex client with sensitivity and aplomb.

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

We worked directly with Jason, founder of Vespertine.

RESULTS & FEEDBACK

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

Despite the client being a startup, with evolving strategy and several technical details still under development, most of the names developed have continued to hold up. Several of them are already being used in marketing materials and will be used in the production models.

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

Vespertine is incredibly collaborative and proactive - we had an open channel on Slack and had regular collective discussions. Jason managed his team expertly and delivered excellent work within the timelines and budget.

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

Vespertine is very collaborative and flexible - there's no "black hole" where they disappear for a week or two before resurfacing. I've been a client for naming agencies in the past, and worked in-house as a Creative Director at the world's largest branding firm, and found Vespertine to be absolutely outstanding in all aspects.

Strategic expertise, professionalism, creativity, cultural awareness, with a little punk rock guts thrown in - what more do you need to know? Hire them now.

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

Nothing comes to mind. Would hire them again in an instant.

BACKGROUND

Please describe your company and your position there.

I am the Group Brand Director for an advertising agency.

OPPORTUNITY / CHALLENGE

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

Jason came highly recommended from the executive level of our agency based on previous experience. So when we needed additional fire-power for an international company re-branding project, Jason/Vespertine were top of mind.

SOLUTION

How did you select this vendor?

After speaking with Jason and better understanding his methodology, process and the rigor that goes into his naming work, I knew that Vespertine would be the right fit for the job.

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

We briefed Jason on the revised brand positioning, the company’s’ current and future goals, as well as some initial thoughts on the types of names we’d like to explore in the process. Additionally, Jason held an naming session, probing and hearing directly from the clients any nuances about the business and naming associations. He then worked closely with our creative team to come up with over 80 initial names. Jason was an outstanding extension of our team, bringing his expertise not only to the process but to the presentation with client, helping them understand how best to judge work, the role of testing and the ultimate way to make decisions on names.

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

We worked directly with Jason.

RESULTS & FEEDBACK

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

The names are currently in legal review.

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

Jason is a great communicator and worked seamlessly with our agency team and timelines, making himself available not only for internal agency check-ins but client presentations as well.

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

Jason clearly sees the word of language differently than most but what is most impressive is being able to translate that expertise clearly to clients in a way that is both digestible and compelling.

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

No. They were a pleasure to work with and will look forward to engaging with them again in the near future.

BACKGROUND

Please describe your company and your position there.

I am an attorney for a publicly traded company with a presence in the consumer marketplace that is planning to create a new subsidiary around a certain line of business.

OPPORTUNITY / CHALLENGE

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

My company hired Vespertine to assist us in selecting a name for the new subsidiary we are planning to form around a certain line of business. Our goal at the beginning of the project was to have considered a variety of different names and selected 3-4 realistic and available names, from which we would decide internally upon one.

SOLUTION

How did you select this vendor?

My company had previously worked with Vespertine on naming a particular new product to be offered by the company. The marketing team that worked with Vespertine on that project was very happy with the experience.

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

At the beginning of the project, Jason tells you exactly what to expect through the life of the project. Jason sent us a Q&A document for us to communicate basics to him, and then we had an introductory meeting with all customer stakeholders where we discussed our needs and preferences in depth. Jason selected a group of a few dozen names and presented those to us in another meeting shortly after.

We gave him feedback in real time and afterward via email, and he then gave us a second presentation with a few dozen more names. We quickly circled around just a few, and took those back to our senior management for the final selection of one name. Jason had a vendor perform very light, initial trademark screening and warned us about potential risks to the names we chose.

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

One person - Jason H.

RESULTS & FEEDBACK

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

We left our time with Jason having a list of 7-10 names to choose from, and ultimately landed on one of them. We have formed a new subsidiary entity using that name, filed trademark applications for the mark associated with that name, and are planning to acquire a domain similar to the name.

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

Jason is a very good communicator - especially at telling you what to expect at the outset and then summarizing afterward. Jason managed the entire process until we reached the end, having the desired 7-10 names.

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

Jason has unique experience with naming products, services, companies and brands. Vespertine Agency is able to quickly sense and communicate a variety of meanings that various words conjure up, and therefore the meaning that a name might carry. The process of selecting a name seems to be a combination of art and science, and Jason seems to be very good at both parts.

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

No.

BACKGROUND

Please describe your company and your position there.

I am the VP of Strategy for a branding/advertising agency.

OPPORTUNITY / CHALLENGE

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

I've worked with Jason previously so when a client needed a new name as part of their brand strategy, I immediately thought of him. It's a specific space (personalized medicine) and the name needed to be international. There was no one else I knew I could trust to not only land a great name, but take inexperienced clients through the entire process.

SOLUTION

How did you select Vespertine Agency?

I've worked with Jason before and trust him and his work completely. I knew he'd be the perfect naming partner and he was.

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

Jason took the brand strategy I'd developed and took the client through the entire naming process, including what to do during and following the naming presentation(s), how to make decisions, what to do next... He overdelivered amazing names and gave the client several options they loved.

They were incredibly happy with his work. Jason always makes my strategy come to life in amazing ways.

How many people from the Vespertine Agency team worked with you, and what were their positions?

Just Jason.

RESULTS & FEEDBACK

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

The client selected (and cleared) a final name and also told us "I did all the things you told me NOT to do and you were right...".

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

Jason manages all his own timelines and deliverables. The team makes my life so easy and a great partner and collaborator.

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

Jason is not only a great namer, he's a great presenter. They put the client at ease, over-delivered, spoke eloquently, and articulated with their work. Watching them is a Master Class at how to present subjective work well.

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

Nope. He's a dream.

BACKGROUND

Please describe your company and your position there.

I lead creative production at Hulu.

OPPORTUNITY / CHALLENGE

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

Hulu hired Vespertine to develop a new name for an upcoming Hulu Original show.

SOLUTION

How did you select this vendor?

The creative talent at Vespertine has a long history of successful brand and naming projects with Hulu.

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

We asked Vespertine to watch the show, and evaluate how other shows in this genre had been named. We also asked them to explore issues that could come up in marketing the show using different categories of names. We needed a name that would capture the essence of the story, attract viewers, and win the approval of the show creators.

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

I worked directly with Jason Hall, founder of Vespertine.

RESULTS & FEEDBACK

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

Because of our work with Vespertine, we landed on a strong show name that set a creative direction for the entire marketing campaign.

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

Jason was responsive, hands-on and communicated exactly the right amount on the project.

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

I was impressed with Vespertine's ability to act quickly to accommodate Hulu's needs, but the creative energy they brought to the project is the true reason to work with them.

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

Can't think of anything I would ask them to do differently.