Rebranding Omind // Project Showcase

About Omind

Founded in 2020, Omind is a software development company based in Atlanta, U.S.A., dedicated to creating better experiences for customers, employees, and businesses. By leveraging AI, Omind is transforming how businesses connect and operate, while redefining customer journeys and elevating both business operations and agent performance. The company specialises in complete business transformations, aligning Customer, Business, and Employee experiences to create coherence and synergy. Omind's platform serves a range of sectors, including eCommerce & Retail, D2C, Education & EdTech, BFSI, and Travel & Hospitality. Its tailored solutions cater to roles such as Chief Customer Support Officers and Talent Management Managers, ensuring targeted impact and relevance. However, as the company transitioned from a service-oriented model to a product-centric approach, it faced challenges in achieving a cohesive brand perception and consistent messaging.

The Challenge

When Omind approached Moshi Moshi - The Communication Company 's brand consultancy team, they faced a series of challenges related to their brand evolution. As they transitioned from being a solutions-oriented company to a product-based one, Omind aimed to create a cohesive brand identity that could adapt to any business scenario. Their existing product and brand architecture lacked alignment, leading to inconsistencies in visual identity and communication. This shift demanded a resilient brand presence, similar to many leading software conglomerates, where the core perception and values remain strong regardless of new product offerings. Additionally, Omind aimed to create a unified brand voice with a contemporary feel, addressing the misalignment in their messaging and overall brand personality. A key concern was conveying that their automation tools were designed to optimise processes and enhance experiences without compromising job security or emotional connections. This required repositioning the brand to drive home the idea that automation enhances productivity and enriches human interactions.

The Brand Strategy - Human Expertise Meets Digital Precision

To address Omind’s challenges, we crafted a brand strategy focused on establishing a perception where human expertise and digital precision coexist harmoniously. With the belief that digital technology amplifies human capabilities, enhancing overall digital experience across customers, employees and business operations. This became the brand's differentiating factor, highlighting how Omind’s technology-driven solutions provide a distinct advantage in operational effectiveness. To ensure a consistent and cohesive brand identity, we proposed a hybrid brand architecture that would allow Omind to seamlessly integrate new digital products or acquired brands under a unified perception. Additionally, we designed the brand to be perceived as a trendsetter—agile, approachable, and forward-thinking. These characteristics were embedded as guiding principles, ensuring that Omind would consistently be viewed as a leader in optimising digital experiences without compromising on human value. This comprehensive approach helped align their visual and verbal identity, allowing Omind to communicate their new product-focused vision effectively.

The new brand tagline, “Inspired by Possibilities,” perfectly aligned with Omind’s strategy by emphasising the brand’s commitment to push beyond and transform experiences across all dimensions—consumer, business, and employee. This tagline reinforces the core positioning of combining human expertise with digital precision, suggesting an openness to innovation and the continuous exploration of new ways to elevate experiences.

The Identity

The rebranded Omind logo draws inspiration from the octopus, one of the most intelligent creatures on the planet. The design features eight geometrically constructed curved elements, representing the eight limbs of an octopus. This abstraction serves as a powerful symbol of cohesion, highlighting how Omind’s diverse capabilities and offerings come together as one unified entity. The logo not only signifies strength and adaptability but also reflects the brand’s approach of integrating various components seamlessly to create comprehensive solutions. The brand colours, elements and imagery have been carefully chosen to stand out in a saturated tech industry. This visual identity aligns with the brand’s narrative of merging human expertise and digital precision, portraying Omind as a dynamic and innovative force in the industry.

Brand Expression

At the core of Omind’s brand expression is a confident and gritty voice, built on principles that ensure every communication feels authentic, empowering, and collaborative. This tone resonates deeply with a broad range of audiences, from marketing heads and mid-level managers to CEOs and founders. The brand’s persona is designed to be resourceful, inspiring, and driven by a problem-solving, adaptable approach. Photography, combined with distinct brand elements, reinforces this identity, creating visual recall that complements the bold, assertive messaging. This approach emphasises Omind’s commitment to delivering an integrated experience across the customer, employee, and business spheres, embodying its vision of seamless experience management.

Final Reflections

Our work with Omind showcases how a thoughtfully executed rebrand can transform and elevate a brand's experience. It was a privilege to contribute to the journey of a company with the potential to become a driving force in experience automation within its industry. We successfully brought Omind’s ethos and vision to life, guiding its transition from a conventional identity to a contemporary, confident brand. The process was both rewarding and exhilarating for our team at Moshi Moshi, and we look forward to seeing the exceptional products Omind will bring to the market in the years to come.

Shout out to everyone who were instrumental in bringing this project to life - Kevin Mathews Yashaswini J. Shristhi Bihani Jayesh Saluja Abhijit Pal :)