Great leaders dare us to dream big, but it’s the people working behind the scenes that make big things possible. That's who Opexus supports.
OPEXUS
MANIFESTO / BRAND STRATEGY / CREATIVE DIRECTION
- Best of Show — American Advertising Awards
STATEMENT.
AINS was a tech company with a 30 year legacy in the government space, providing case management software for the unique needs of federal agencies.Their ambitious new CEO understood that the brand could be a key competitive differentiator in a B2G space where brands are often an afterthought.
In the words of AINS’ engineering lead: “the worst part of working for this company is our name.” With forgettable aesthetics and no story, AINS was losing market share as other larger software providers began encroaching into their space with better resourced sales teams who could talk a big game.
AINS became Opexus, a portmanteau of operational excellence, with a clarity and focus around not just product but audience. The heart of the new brand is a celebration of public servants pushing to make government work better, and who unfairly get a bad rap from the public they serve.
We expressed the Opexus brand with inspiration from mid-century government building architecture denoting a time when trust in public institutions was at an all time high. Its geometric elements would also be an effective symbol for the organization and order that our software brings to government processes.
The year after relaunch, Opexus exceeded its ambitious annual sales target by the end of Q2, leading to a hiring spree. The CEO was thrilled to see that having such a distinctive brand was also helpful in attracting good talent. The Chief Revenue Officer, who oversaw the new brand project with BRINK, was recognized by WashingtonExec as the CRO of the year, with our work together cited as a major reason for the honor.
After 3 years, Opexus valuation grew from $200MM to $700MM.
In the words of AINS’ engineering lead: “the worst part of working for this company is our name.” With forgettable aesthetics and no story, AINS was losing market share as other larger software providers began encroaching into their space with better resourced sales teams who could talk a big game.
AINS became Opexus, a portmanteau of operational excellence, with a clarity and focus around not just product but audience. The heart of the new brand is a celebration of public servants pushing to make government work better, and who unfairly get a bad rap from the public they serve.
We expressed the Opexus brand with inspiration from mid-century government building architecture denoting a time when trust in public institutions was at an all time high. Its geometric elements would also be an effective symbol for the organization and order that our software brings to government processes.
The year after relaunch, Opexus exceeded its ambitious annual sales target by the end of Q2, leading to a hiring spree. The CEO was thrilled to see that having such a distinctive brand was also helpful in attracting good talent. The Chief Revenue Officer, who oversaw the new brand project with BRINK, was recognized by WashingtonExec as the CRO of the year, with our work together cited as a major reason for the honor.
After 3 years, Opexus valuation grew from $200MM to $700MM.