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
We have been a client of Digital Tsunami now for a number of years.
As an ASX listed company, we seek reliability with our suppliers. Digital Tsunami have proven they are reliable and trustworthy multiple times.
We host multiple websites and services through them, and use them for technical and creative work.
There has never been an issue, they are always on top of all technical details, and simply provide the best possible solution around a given budget, and get things right first time. Clearly they have excellent quality controls and that shows in their services.
Service delivery is precisely what was asked, while respecting deadlines and budget constraints. Digital Tsunami are very good value for money, particularly for quick wins without long pre-planning project phases.
We have been fortunate to work with Andrew and his creative team from the inception of our business. The design and execution of our site has been fundamental in winning over clients and establishing our footprint in a very crowded space. We also place great value on their input into our business process.
You have demonstrated patience, perseverance, attention to detail and a rare ability to perceive what was needed even when we didn't. We are delighted with the site, it performs and looks great and our enquiry rate since it superseded our previous website has already increased by 20%.
With a brief timeline to ensure we had a web presence and launch coinciding with our 10 year anniversary, Digital Tsunami delivered. On time. On budget. Great Effort!