Fresh From The Field — Openly – By Hula
For the month of April we’ve put a special focus on projects and discussions around Design & Planet in alignment with our 2024 Autumn Conversations events.
Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Aotearoa Design Assembly community.
Developing a brand that is here to fight for a more transparent and robust democracy for all – for people, business and the planet – Hula walk us through their work for Openly.
Want to submit your own work to Fresh From The Field? Fill out the FFTF form here.
The brief
In an environment of declining trust, transparency can be a competitive advantage. For corporations, it’s a matter of being rewarded now for their corporate integrity or mitigating risk later. This was an advantage missing in the corporate landscape in New Zealand and abroad, and Openly sought to make transparency valuable for businesses.
Openly began their journey to create a world-first integrity accreditation platform that enables corporations to disclose information relating to their engagement with government. But before they could make a positive impact in the world they first needed to start with a name and a brand.
We were given that challenge.
To bring the Openly brand to life, developing the brand strategy, a name, voice and identity.
The Design Response
We had a product and an ambition, but what was missing was an overarching idea that the brand could rally behind, something we could all believe in.
The idea of ‘Championing Positive Influence’ was born.
Based on the idea, we began exploring names that cut directly to the openness and transparency our client is here to champion. ‘Openly’ was the winner.
We developed a distinctive graphic mark that tells a story of positivity, engagement and energy. This symbol stands for Openly as well as its larger mission of open and ethical interactions between businesses and government.
Being a champion for corporate integrity, Openly isn’t one to sit on the side-lines. So we developed a brand tone of voice to match that is a balance of provocation and positive change.
The brand is here to fight for a more transparent and robust democracy for all, which is better for people, business and the planet. To reflect this we created a brand identity that feels bold, bright and open – striving to bring a level of friendly simplicity to an otherwise complex and opaque industry.
With their new story, identity and voice, Openly is on its way to fulfilling the promise of its name – creating a more open advocacy environment and to set a new standard of conduct for public – private dialogue.
The Design Team
Creative Director: Mark Benseman
Strategic Lead: Bree Asmus
Strategists: Marela Glavaš, Sabine Hogguer
Creative Lead Content: Sokpart Pao
Senior Designer: Nick Blazey
Designer: Jenna Billman
Motion Designer: Max Desai
Account Manager: Kate Barry
Digital Director: Kevin Akers
Digital Product Designer: Andrea Ramirez
https://hula.nz/
Instagram: @hula.nz
The Client Team
Openly
Client details
https://www.linkedin.com/company/advocateopenly/
https://www.instagram.com/advocateopenly/
https://advocateopenly.com/
