Optimo: a brand designed for growth, for an ambitious BCorp
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“Before it was very much me, and now the business is its own entity which my team feel aligned to. We’re all connected by a common purpose. It works both for clients and employees, and I put myself out there so much more, which is leading to many more opportunities.”
The brief
A brand for growth
Optimo’s mission is to create a better world by optimising the operations of every organisation working for environmental and social change.
At the beginning of 2022, the business was growing and Danielle was in the process of bringing a team on board. She knew the brand had to be repositioned because the old one didn’t reflect the business as it had now grown to be.
Their old brand came from “necessity” when Danielle started the company, and it reached a point where the business was very different from where it began. “The visuals and messaging didn’t match what I was trying to achieve. I knew a rebrand was needed to set out the purpose and values for my whole team to get on board with – and support our future growth.”
Defining Optimo’s brand strategy and name
Setting out Optimo’s intentions
We began by defining the business’s brand strategy before moving on to redesigning the visuals and building a new website. The strategy helped Danielle to understand the intentions of the rebrand. We set out what Optimo stands for, who the brand is for and how it works for the team, partners, suppliers and their wider network, as well as their ideal customers.
Part of the strategy process was to decide on a new name for the business, as the old name DH Professional Solutions represented the business as Danielle the ‘contactor’.
Danielle brought together a team for the rebrand: Laura from Chroma, Tash from Write Rabbit, Kayleigh and Lee from Kakadu, and myself. The whole rebrand team worked together to help Danielle and the team choose the right name for the brand.
Brand identity and website development
Visuals that express Optimo’s way of doing things
With the strategy in place and the brand’s voice and messaging crafted by Tash, we developed the new visual identity. Optimo’s visual identity now represents the process of positive change that Optimo help their clients go through when driving efficiencies in their business.
Kayleigh and Lee from Kakadu then embarked on building the new website whilst Laura helped Danielle to plan the relaunch of the brand. With many different parts to the rebrand, Danielle enabled everybody in the team to share their ideas and communicate throughout the project was important to meet the planned launch date and ensure the different elements worked together seamlessly.
“The brand reflects what we do now: the name, messaging and visuals. Anyone who interacts with the brand now gets a good essence of exactly what and how we do it.
I’m much more confident about talking about the business since the rebrand because I’m proud of the brand and how we present.”
The rebrand outcome
A future with purpose
The whole Optimo team were involved in the rebrand. Once the new brand had been defined, Danielle ran a series of sessions with them and her associates to work through the different elements of the brand, what it means for them, how the values resonate with them, and what Optimo stands for.
The strategy will be used as part of Optimo’s recruitment process going forward to attract a team with a shared purpose and values.
“Fliss is really clear and made the whole process really simple. She was flexible – if something didn’t work or we came across a challenge, she presented all the other options. It removed a layer of stress that would have been there otherwise.
I’m a big process person and I wanted to feel in control. It’s not my area of expertise and I was totally reliant on Fliss to guide us through it. She made it enjoyable and it meant we didn’t have to manage the process ourselves and blindly feel our way through it.”