Some weeks are for spreadsheets. This one? It was for stories.

The kind of week that reminds me, “oh yeah, this is why we do what we do.”
Brand building. Voice finding. Helping brilliant people say who they are and what they do clearly, confidently, and in a way that actually connects with their audience.

Here’s what went down behind the scenes at Plum this week, and why it was very, very good (and worth having.)

Starting with the Story: A New 3PL with Something to Say

Every great brand starts with a great conversation. This week, we had a lot of them, with really nice, smart, capable people with decades of experience in the logistics world.

A few weeks ago, we kicked off work with our newest client, a 3PL company built by a ridiculously capable, wildly experienced group of founders and senior leaders. We’re talking decades at some of the biggest names in logistics. But they left the big players behind to build something better, something made for mid-sized businesses moving around bulky (and smelly) products that need personal, flexible, problem-solving logistics.

This week, we sat down for 1:1 interviews with the full leadership team — founders, ops leads, sales minds. Every conversation added another layer. We listened for the trends, the differences, the throughlines. What we found was a real story, one with teeth and heart and a clear differentiator among a sea of competitors.

We pulled it all together into a first-draft brand voice + positioning guide that (if we can pat ourselves on the back) is… really good. Strategic. Collaborative. Built to fill a strategic whitespace with a much needed solution.

Now we’re refining it side-by-side with their leadership team and getting ready to bring it to life across the board.

On a personal note: We’re incredibly lucky. Clients like this — thoughtful, sharp, mission-aligned — make everything better. Passionate, capable, kind humans? That’s not a perk anymore. It’s the new bar.

New Website Alert: Hatchbag Goes Global (and Gets Gorgeous)

Let’s talk about a little Magento website glow-up.

Our Liverpool based client, The Hatchbag Company, makes custom-fit boot liners (or cargo liners for all you yankees out there). They laser-scan and design them to fit every single curve and corner of your car trunk — no sliding, no gaps, no thank you crappy Amazon trunk protector.

Their old site? Real talk: it was sloooow. Outdated. And definitely not converting the way it should have been.

So helped them find the right Magento dev partner (shoutout to Human Element in Ann Arbor!), led the UX strategy, and project-managed the whole thing from start to finish.

It launched last week, just in time for Black Friday/Cyber Monday, and it’s already a massive upgrade. Fast. Intuitive. Built to convert!

Next up? A major U.S. marketing push to bring these made-in-Liverpool liners to American trunks.

A Fiery Rebrand That Actually Feels Like the Brand

We’ve been collaborating with a fellow agency on their rebrand — new name, new brand voice, new everything.

First round of social? Technically on brief… but honestly? It fell flat. Too polished. Too safe. Not who they wanted to become.

So we took a big swing.

We scrapped the script and reimagined everything — voice, tone, visuals, colors, captions. What came out the other side finally felt like them: alive, bold, unapologetically human.

And it hit. Actually — it nailed it.

Now this rebrand is bursting with energy, clarity, and momentum. Launching in Q1, and we can’t wait for people to see it.

Because the best brands don’t sound like everyone else. They sound like, in this case, the new, better version of themselves.

Corporate Gifting, Done Right

There are corporate gifts. And then there are these corporate gifts.

We just wrapped a luxury corporate gifting program for a Manhattan-based client with a contact list that could make your entire LinkedIn weep with envy.

Everything was curated, intentional, and truly bespoke in a way that only a custom tailor could offer. The kind of gift that doesn’t get regifted or returned. The kind that says, “We know y ou we appreciate you and thought of everything.”

So… sorry Harry & David. We’ll take it from here.

Our Beauty Client’s Big Year — On (and Off) the Screen

Another big moment for one of our long-time beauty clients: a GMA Deals & Steals feature to cap off what’s been an absolutely record-breaking year.

Their national visibility didn’t happen by accident. It’s the product of consistent storytelling, smart strategy, mega-relationship building and knowing exactly how to show up where their customers, and prospective customers already are.

This kind of steady, sustained growth is what we love most. The numbers are great, but the strategy underneath? That’s the hard part, and where the magic exists.

And One Last Thing…

This week made us pause, in the best way. Because it wasn’t about viral moments or flashy wins. It was about real progress and real storytelling. Real conversations. Real results. Real humans.

The kind of week that makes you proud to lead this kind of work, with this kind of team, for these kinds of clients.

Like I said up top: Very good. Worth having. 💜