Tenet Partners

I’m the COO and co-founder of Advanced Aluminum Processing. We’re a newly formed joint venture company in the aluminum industry. Our company specializes in processing aluminum dross, which is the slag and remnants of metal that accumulate during the aluminum manufacturing process. We’re the first company to eliminate aluminum dross from landfills.

We needed help with our startup’s branding and identity design.

Tenet Partners provided branding services, including brand messaging, strategy, naming, and logo design. We had an introductory meeting where we explained our business, and they asked questions to understand our goals. Then, they went off to work and came back with options for logos and messaging. They also defined our brand's color scheme and worked on trademarking. Moreover, the team designed and developed our website.

We worked with six people from their team.

One of our partners knew them. When we met, the team understood exactly what we were looking for.

We spent between $50,000–$200,000.

We worked together from May–July 2025.

Tenet Partners was incredible and exceeded our expectations. They were able to understand our message and purpose and delivered what we were looking for. They kept everything simple, and I loved working with them.

They met deadlines and stayed on budget. We communicated via Microsoft Teams, email, phone calls, and text messages.

Their creativity and communication skills were impressive.

I can’t think of anything for them to improve.

I recommend working with them. Hire them now, and you'll never regret it; it'll be the best decision you'll make.

I’m the director of marketing operations and events at Bluetooth SIG, a trade association for Bluetooth wireless technology. We help facilitate the development specifications, monitor the qualification process, ensure all products meet certain criteria, and promote the Bluetooth brand.

Bluetooth had a new capability, and we were struggling to position both brands. We were looking for a refresh to show that Bluetooth was much more than just audio. We wanted a brand that represented that.

We started with a brand refresh, and Tenet Partners worked with us to determine how to refresh our overall visual and verbal identity. As we continued working with them, we added a few other things. Tenet Partners has helped us with our website overhaul, updating it from a design perspective using Figma. We’re working with them on brand architecture, including how we structure and name different features and specifications as they get developed under the Bluetooth umbrella.After that, we’ll look at our website from an information architecture perspective. We’ll see how things and the content are organized on our site. We’ve done a large amount of research. We’ve provided some names, and they’ve conducted many interviews with various people inside and outside our company. The team has gathered all that feedback and put together a presentation with some options. From there, we’ve done a bunch of reiterations. We went through various iterations once we had that initial line in the sand. We’ve spent much time defining our mission, vision, values, and what they look like. Then, we’ve moved on to the visual perspective. Tenet Partners has conducted a couple of training sessions with our executive team to ensure everybody is on the same page.

We’ve worked with three main teammates, including our account manager Natalie, a senior partner for research and strategy, and a senior partner creative director. We’ve also worked with a copywriter and a couple of web designers.

We used an agency to help us find Tenet Partners. We immediately connected with their team. Their ideas were thoughtful and most in line with understanding how unique our company is. Tenet Partners understood that part of our business, which showed in their presentation.

We’ve spent between $250,000–$500,000.

We started working together in October 2023, and the engagement is ongoing.

Tenet Partners' work meets our expectations. We rolled out the brand in March 2025 and hosted a major event. We’ve been able to brand that event with our new image and received positive feedback overall. The feedback from our members has been super positive, mentioning that our new color palette has made our brand look more exciting and invigorating. Our organization has over 40,000 member companies, and we have the technology, which is all part of the Bluetooth brand. Working with Tenet Partners has helped us create our brand from a visual and verbal perspective.

Natalie has been phenomenal to work with. The team is very communicative and keeps us updated. Their flexibility is fantastic. We’re a small team, so we sometimes take longer or need more people’s input. Tenet Partners has always been super patient with us. We mainly communicate through emails and phone calls. We have weekly syncs on Microsoft Teams, which have been beneficial and helpful. We’ve had a couple of face-to-face meetings and working sessions, too. Another unique situation was that our CEO retired halfway through the project. We got a new CEO, and Tenet Partners was phenomenal at pausing and recognizing that some directions would change with a different leader in place. The team was great at getting our new CEO up to speed and getting his input so we could move forward.

They’re great at working with our type of company. Tenet Partners understands our needs, and they’ve been great to work with. I also like that Tenet Partners accepts our feedback, understands it, and incorporates it. I appreciate that because we’re a unique organization. If the team doesn’t get it right the first time, they will continue reiterating to get it to a satisfactory place.

I am the Marketing of a healthcare software company.

Our company is a B2B division providing healthcare software and intelligence solutions to the healthcare market.

Existing colleague brought them on board

Existing colleague hired

2-5 Employees

Evaluate and refresh the brand to better reflect the current and aspirational goals of the group. To define what the brand needs to do to help the business achieve its goals.

I got key deliverables (e.g., messaging to support our brand strategy) that I've implemented in my daily marketing coms work (social posts, letters from the president, etc.) and shared with marketing coms leaders at the operating companies within our portfolio.

They were timely and responsive. Their AM was super helpful and engaging.

They have a team that has very diverse communication styles which was interesting and is likely helpful to them when assigning different team members to different clients. They were down-to-earth people who really seemed to enjoy what they did.

When provided with specific feedback, it wasn't always implemented or responded to right away. However, this may be more a reflection of changing points of contact at Hearst Health as their primary point of contact changed throughout the project.

I’m the chief advancement officer at the Smithsonian Environmental Research Center, a scientific research organization. We’re part of the Smithsonian Institution, and we work around the world on coastal ecosystems, understanding and protecting them.

We hired them to do a brand audit for us.

Tenet Partners has done a brand analysis for us. They’ve looked at our website, materials, and everything we’re doing. They’ve also picked similar organizations to benchmark against. The team has also given us suggestions for what we can do going forward. We’ve engaged them to help us with our visual identity and messaging, which is what we’re working on now.

We’ve worked with four main teammates from Tenet Partners, including Hampton, who oversees the whole project; Andrew, who does the messaging; Mary, who does the design work; and Laura, who has worked on the website. Everyone has a role, and we know exactly who we need to talk to for what issue.

Hampton works as a volunteer on our board, helping us out. Initially, we found him through a contact who recommended him.

We did the brand audit in the fall of 2023. We had some problems because the Smithsonian was slow in contracting. It took almost a year to get the contract ratified for the actual rebranding. Thus, we started working with Tenet Partners in August 2023, and the engagement is ongoing.

The brand audit has gotten us to where we need to be. Their work has given us a roadmap for what we need to do branding and messaging-wise. We haven’t debuted all of this work yet, but the team has far exceeded our expectations.

Tenet Partners has been good about keeping the trains on time. They’ve been very persistent about getting feedback so we can keep everything moving. We communicate through email, Zoom, Google Meet, phone calls, and Microsoft Teams. AI takes the notes at the meetings, and they’re proofed and sent around.

We’ve been impressed with how easy the process has been. Before starting this process, their team did a lot of interviews with staff as prep work. Out of the gate, we’ve been impressed. There have been very few edits, and we’ve been shocked at how well it has gone.

There's nothing they could improve on. I’ve worked with many firms, and this has been the best experience I’ve ever had with one.

Be a nice person and be competent.

I’m the director of author marketing and business development at the American Psychological Association (APA). We’re a nonprofit publisher, and I lead a team that promotes our 90 journals to readers, scholars, potential authors, and reviewers. We also work with our publishing partners and editors.

We needed help communicating more effectively the value we bring as a nonprofit scholarly publisher to our constituents, such as authors, reviewers, editors, and the scholarly community at large. We had a lot of messaging, resources, and information, but there was a general feeling that it wasn’t quite landing. We also had an ongoing impression that we weren’t doing enough in open science, equity, diversity, and inclusion. We had a disconnect about us as a nonprofit publisher.

Tenet Partners provided messaging services. We called the project “Communicating the Value of Scholarly Society Publishing.” We shared all of our existing resources, such as handouts and reports. They also met with internal and external focus groups to talk through what we perceived as our value and what they perceived as our value.

We worked with three teammates from Tenet Partners: Beth, Laura, and Natalie, who was our account manager and who we worked with the most.

We looked at several consulting groups and didn’t care about their size. We looked for a consulting group with experience working with scholarly organizations on revising their messaging. We needed someone with exposure to other scholarly societies in the nonprofit and publishing world. We looked at 3–4 potential candidates and selected Tenet Partners.

We spent between $90,000–$100,000.

We started working together in August 2023, and the project ended in July 2024.

We’ve implemented Tenet Partners' suggested wording and revised our approach to our conferences, receiving very positive responses. We’re using their recommendations to build out a champion engagement program this fall.

Tenet Partners’ project management was excellent, and we had a good experience with them. We communicated mostly via Zoom, sometimes Microsoft Teams, and email via Microsoft Outlook.

Natalie was amazing at keeping all of the logistics in line. There was a lot of back and forth about interviews, feedback, and meetings. She was superb at keeping all of that in check and up to date. Laura and Beth were great at presenting their recommendations.

Tenet Partners was very responsive, and I appreciated how thoughtful their recommendations were. They understood where we were coming from, our messaging, and our audiences. I was impressed with how thoughtful and well-reasoned their recommended language was. When something was unclear to us or we questioned something, they had a convincing reason for their recommended wording. As we saw in our campaigns, it resonated with the audiences better than what we had before.

No, there weren’t any areas I would want them to do differently. There were some delays in the project, but they were completely on our side. Tenet Partners did a great job keeping us moving even when we didn’t want to.

Take advantage of all of the suggested meetings. This is a very thoughtful and intelligent group. Trust them and provide as much information as you can. They’re great at internalizing and coming up with excellent guidance. Take full advantage of their time and the allotted meetings. Include as many of your constituents as possible, and give yourself time to truly discuss their recommendations with them because they have great insight and advice.