Branding and Creative for Hydration Company
Please find below a summary covering project details and feedback. The essential facts are kept as they are, confidential information is amended.
A quick introduction on the buyer’s organisation
I’m the VP of marketing for DripDrop Hydration, a public benefit corporation with a mission to defeat dehydration. We sell a highly efficacious hydration product that',s used by the military, firefighters, and professional athletes. We',re now making the product available to everyone who needs a dehydration remedy or cure.
What challenge were you trying to address with Duncan Channon?
The original challenge was to develop a new creative platform. Like many projects, once we got began, we realized we needed to clarify our brand strategy. Once we got through those foundational parts the challenge was to develop creative assets that were in line with the new brand strategy and creative platform.
What particular tasks were Duncan Channon responsible for?
terms of brand strategy, I think the best way to put it is that they sharpened what was already there. We were trying to interacte too many things and, as a result, our main message was getting lost. They helped us hone in on the best positioning and develop techniques for how to be consistent in that approach.
In terms of creative strategy, the work focuses on supporting the brand across different touch points. The first major touch points was a website revamp and then we followed that with updates of our packaging and point of sale materials. They also created several videos, which will live on the website and be used as part of our social media strategy.
Was there a dedicated team?
work with a team of four people (I',m sure there',s additional people doing behind the scenes) that aren',t necessarily coming to meetings. The roles fall into: Strategy, design, copy writing and account management/producer.
How did you come to work with Duncan Channon?
I',ve been a longtime admirer of Duncan Channon but hadn',t been in a position to work with them before now. DripDrop is a brand that was founded by a doctor to save lives and has a strong mission at the center of why we exist. The product really deserves to be represented to the world in a way that’s true to its mission. I launched the RFP process looking for an agency that could be a thoughtful partner to us in that regard. At the same time, Duncan Channon began an arm of their agency— known as their Purpose Practice—to take on smaller, values-driven clients.
What is the final result of working with Duncan Channon?
We began working together in May 2017 and the work is ongoing.
Are there any measureable or evident results?
to their brand strategy, it feels like DripDrop is finally living up to all that it',s meant to be based on how their creative team brought it to life. The product and the mission are incredible, but we weren’t reflecting to the world the best version of either. The shift from the way that we were presenting ourselves to this new brand expression brings a tremendous source of pride and energy to the people that work in the organisation. We are just starting to take the work live to consumers.
How did Duncan Chanon perform from a project management standpoint?
I',m an executive producer by background and their production team is always a step ahead of me. They set the project up for success by clearly interacting and making sure that all happens on time. Of course there are snags and issues but I feel like they’re true partners. I appreciate that they don',t back down from having and expressing their point of view. We’re able to work through differences in a way that feels very collaborative.
What is (from your point of view) the key factor to pay attention while dealing with Duncan Channon?
The team has a genuine passion for our brand. The level of engagement has been outstanding. They bring expertise, intellect, curiosity, and ideas to the table. They’ve helped shape how we will create our business. It is a true relationship.
What aspects of their work would you like to get improved?
I don',t think so, no.