Tides
“They go well beyond what one would normally expect from a branding firm.”
Introduce your business and what you do there.
My company, Tides, is a philanthropic partner and non-profit accelerator dedicated to a world of shared prosperity and social justice. I am Lisa Ellis, the director of communications.
What challenge were you trying to address with Good Stuff Partners?
Tides, which has been around for more than 40 years, launched a new vision, mission, and approach (VMA) in 2015. At that point, we felt that it was time for Tides to highlight our new VMA and talk about ourselves as the more agile and strategic partner we have become to those who wish to accelerate the pace of social change in the world.
We needed a values-aligned branding partner and chose Good Stuff Partners to help us update our logo and website and develop cohesion and consistency in the way our mission was communicated to our partners across the globe.
What was the scope of their involvement?
From start to finish, they helped us crystallize the essence of what, why, and how our organization operates. Good Stuff Partners helped us translate that into a brand, logo, and tagline, as well as broade messaging around who we are. We continue to tap their expertise whenever we need that branding incorporated into our office facilities or to promote and advance new philanthropic campaigns to advance critical social justice issues, and much more.
Their team also supported our web developer to create a completely new website to go along with our revamp.
What is the team composition?
We’ve worked primarily with the firm’s talented two founding partners, but we’ve had some interaction with several other members of their capable team as well.
How did you come to work with Good Stuff Partners?
Tides was seeking a mission- and values-aligned partner who would help us surface and articulate our DNA and translate that into a powerful, accessible, and inspirational brand to champion and mobilize support for a more just and equitable world.
What evidence can you share that demonstrates the impact of the engagement?
We have a dashboard that we use to track brand affinity, awareness, engagement, and conversion. We’ve been able to track an increase in the number of people who know about and are engaging with Tides because of how we’ve been able to leverage the new brand.
We are also seeing positive trends from newsletter signups, registration numbers at our events, and, most importantly, our growing pipeline of leads seeking our tools and expertise to drive social change.
How did Good Stuff Partners perform from a project management standpoint?
They’re excellent project managers. Almost nothing falls through the cracks. They take initiative and are able to anticipate our needs, more often than not. They keep in touch with us regularly, and we often brainstorm ways we can promote Tides’ approach to helping our partners solve some of society’s toughest problems. They go well beyond what one would normally expect from a branding firm.
What did you find most impressive about them?
Their innovative mindsets and hands-on work styles have been key assets in our partnership. They have a purpose-driven approach and share our desire to make the world a better place. The fact that we have those things in common has helped our work and our business come together in really powerful and productive ways.
Do you have any advice for potential clients?
Trust them, and really open your mind and heart to their ideas. The Good Stuff Partners team may challenge the more traditional ways you might be thinking about your brand, but you’ll be in the very capable, talented hands of people who will always deliver first-rate results.