Optim is a dynamic Australian logistics solutions provider, with exceptionally personalised service, an agile approach and decades of expertise. Specialising in challenging and critically time-sensitive projects, Optim has built a reputation for delivering the seemingly impossible.
Founded in 1992, Optim was in need of an identity refresh, to reflect a 21st century brand.
Digital Tsunami was commissioned to manage the transition. Creative Director Andrew W Morse commenced the creative process with consideration of the components which contribute to the identity: the name, the nature of the business and the brand philosophy. The unique company name was to be retained.
An icon, logotype and brandline were presented.
For the icon, the focal point was the capital ‘O’ of Optim. The impact, strength and completeness of a circle became the inspiration for a series of icon concepts and a nexus for both the global scope of the solutions delivered and the wholistic and agile approach to problem solving.
The circle reflects both the globe (around which Optim ships freight) and the shape of wheels on the many vehicles which are a part of any shipment’s journey.
Three visual concepts were developed in a series of iterations for the client’s consideration. Then, in close collaboration, an icon based on the Zen symbol Ensō was selected and refined. This freely drawn circular brushstroke represents a strength and a wholistic philosophy of life, yet it’s open shape reflects agility and the search for perfection.
For the brand name, a robust type face with character was found and then individualised by the addition of two straight lines, representing the wheel tracks of an aircraft, container porttainer and transtainer, truck or train.
The brandline, which encapsulates the scope of operations, the scale of oversize shipments and the effort which Optim devotes to delivering a superlative service, is: “Moving Heaven and Earth”.
As the range of top level domain names expands beyond dot com, the opportunity arose to select an appropriate domain name: Optim dot global!
In collaboration with Sean and Dee at Design Davey, Digital Tsunami delivered: a contemporary brand identity; brandline; colour palette; fonts; new domain name; electronic document templates; business cards and a brand style guide.
This identity has now been implemented across multiple visual assets: business cards, office signage, branded notepads, and a web presence. Future applications extend to a fully ‘wrapped’ prime mover.
|Client:||Optim Global Logistics|
|Region/s:||Asia / Pacific, Australia, EMEA, Americas, Africa|
|Features||brand development, logo development, print design, web development|
From Our Clients
Digital Tsunami is awesome.
Knowledge far beyond my expectations, led to the site being beautifully creative with simplicity, which is just perfect for a young female artist.
Andrew's patience and respect was impeccable, but what I loved most, was that he just knew what to do EVERY single time ... just the perfect web creator.
Thank you Digital Tsunami. Thank you Andrew
The MULS Executive is delighted with this aesthetically pleasing, user friendly site.
We found Digital Tsunami to be a full-service operation and we are satisfied with the products delivered: from the (identity), banners, business cards, letterheads, to the student magazine.
Working with this team has been a delight and the resulting website far exceeds our expectations. All stages of the process were handled professionally, promptly and creatively. Discussions went smoothly, with flawless communication and suitable and sensible solutions whenever issues were raised. Time frames were either met or delivered early. The site was 100% accurate, indicating impressive attention to detail.
Without exception, the feedback on our site has been outstanding - clear and thoughtful layout, appropriate and interesting graphics and intuitive navigation.
Once again, thanks for your promptness and partnership.
The current challenge of my job at Abbott is one of the greatest I've faced in 25 years of IT career. It's reassuring to know I can count on people like you when things go wrong.
Andrew was able to create an entirely new website in a short period of time and to budget. He and his team worked very well with both our Marketing and IT team.