A new brand for a mobile messaging giant

What we did

Brand & positioning
Content marketing
Web experience


Indigo by OpenMarket


A giant in the fast-growing business mobile messaging space, OpenMarket was delivering more messages in the US than any other provider at the start of 2020. But the business messaging space was changing fast.

OpenMarket needed to productise and consolidate its offer into one platform. That platform was called Indigo. And the Beneath team were asked to help launch it. Little did we know our work would lead to a rebrand of OpenMarket itself…

Familiar but distinctive

Task number one was to create a modern SaaS platform brand that would tie in with OpenMarket’s five-year-old brand. Here’s how we did it.

Positioning and messaging

Task number two was to work with the OpenMarket team to position Indigo in the market. The platform needed a distinct and ownable story that would set a course for all marketing, sales and PR efforts. We wanted this story to be one only OpenMarket could tell. As part of this task, we created messaging that could flex for various verticals, buyers and solutions.

The brands within a brand

As part of the new Indigo brand, we needed to create a look and feel for the sub-brands that sat within the Infigo platform.

The Indigo content rollout

Task number 3 was to create the content that would help raise awareness of Indigo, generate sales leads, and move these leads down the sales funnel. We showcase this content portfolio in more detail in this customer story.

A brand new task

But by the end of the project, a new task had emerged. After we presented the Indigo brand work, the OpenMarket board decided to use this look and feel to refresh the whole OpenMarket brand. OpenMarket already had a new logo in place. Our task was to create a visual language around it.

A new beginning…

That’s not quite the end of the story. Six months after Indigo was launched, OpenMarket was bought by an even bigger fish in the interactions space – Infobip. (Now also a Beneath customer, but that’s another story…)

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