A new brand for a mobile messaging giant
Client
Indigo by OpenMarket
What we did
Brand strategy, positioning and story
Brand visual identity
Content marketing
Copywriting
Sales enablement
Story-led design
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 brand and launch it. (Little did we know our indigo visual identity work would then be used to rebrand OpenMarket itself.)
Familiar but distinctive
OpenMarket needed a modern SaaS platform brand that would tie in with OpenMarket’s five-year-old brand.
We created two logo lock-ups: inline and stacked variations for flexibility in application. We wanted photography to be key asset of the indigo visual identity toolkit. We showcased real people in real environments, emphasising the mobile messaging channel’s unique ability to reach people in specific moments and places.
The imagery acted as an extension of indigo’s colour palette, harnessing pastel tones without the use of flat blocks of colour. Meanwhile, a graphic language featuring solid shapes represented two halves of a conversation between the customer and enterprise.
Positioning and messaging
The visual identity work was informed by the positioning. 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 Indigo platform.
The Indigo content rollout
As part of the launch, we created a portfolio of content that would help raise awareness of Indigo, generate sales leads, and move these leads down the sales funnel. The final part of the story? The OpenMarket board decided to adopt the indigo brand on seeing the work. A successful project.
Testimonial
