How did you select this vendor?
Want Branding was referred to us by a company who had worked with them, and we did extensive diligence and spoke with four different vendors before we selected WANT. Their portfolio of unique, high profile naming jobs and their extensive, rich logo designs were decisive factors.
Myself, Rodrigo our CEO and Sergio our VP of Talent were directly involved in the selection process. During the first meetings Jonathan demonstrated he is a real expert in the field, asking the right questions and teaching us how to get to the answers he needed. His confidence, experience and chivalry assured us that WANT was the right partner for this job.
Describe the scope of their work in detail.
Our first meetings were very long and laborious. Jonathan and his team asked a lot of questions, and came back with deep follow up questions completing several iterations. They were really trying to understand our culture and values. They called dozens of people within our company, from GMs of remote sites to Board members, to understand how they viewed the company and the new management.
We help multiple meetings where hey presented the progress of their work. First we explored some name alternatives, and some really good names came up. However, the Board decided to keep our current name, and they went to work on the new brand concept, logo design, Vision and Mission statements.
They presented several options of Logo design, all very different but with strong supporting reasoning and research, and after we pointed to the direction we liked, WANT did a few more iterations to get to the final logo we use today. After the logo was finalized, they also provided us with a Branding Guide, very complete with typology, colors, applications, all brand usage rules and Stationary design.
WANT was also very resourceful in developing our mission statement, which incorporated our new CEO's vision for the company, in an elegant and marketable form, a statement we use every day now. Also, WANT suggested and developed our concept of 360º Mining, a core value that has become the center of our new corporate culture, connecting our Company with the Community and our Employees, in a sustainable, respectful, safe and Innovative harmony. We are now defined by this concept, thanks to WANT Branding.
At the end WANT delivered a new Brand, a new Concept, a new Vision and a new Mission, but really what they delivered was a new SOUL to the company, we can see how people now relate to the company differently, and you can see the spark in the eyes of recruits when we explain who we are. We then hired WANT for a follow-up project, to recreate our website, which was also a great transformation.
What was the team composition?
Everyone at WANT was involved at some point or the other, but the founder, Jonathan, conducted the whole project himself. He included key people from WANT as needed, such as other branding experts, designers, copywriters and developers.
The team was consistent throughout the project and our point of contact were also either Jonathan himself or Celeste, his lovely associate who took care of a lot of important details and coordination.
WANT Branding played a critical role in forming the acquisition’s strategic direction. They excelled at managing expectations and adhering to the budget, while often outpacing time estimates. They took ownership of their work, and senior leadership was very involved.