OPENROAD

OpenRoad Identity

Solving Business Problems on the Web

OpenRoad is a technology consulting firm that helps their clients solve critical business problems. Internally, their staff shares a desire to take on new challenges, while methodically managing each project. Although they have many satisfied customers, OpenRoad wanted to expand to broader and more international markets. To do so, they needed to carve out a defensible position and better communicate their expertise. Furthermore, OpenRoad didn't have a clear identity system in place, and their website failed to convey their diverse experience.more

An Identity from What Was Already There

By asking probing questions, we learned that customers often chose OpenRoad because they felt like a safe choice. OpenRoad management also believed that their methodical approach was a core differentiating factor.

Our approach focused on two pivotal aspects to their operation: planning and exploration. The finished identity relies heavily on a pattern based on the topography of Burnaby Mountain, where the company founders first met. This treatment plays with notions of movement and depth, and their exploratory spirit.

Their History Informs the Visual System

When you walk up to OpenRoad's front door, you're immediately met by their new identity. The blue, stratigraphic pattern is leveraged across all of their assets, including their space, while the identity system informs everything from invoices to presentations. In addition to being visually interesting, it also feels solid and dependable. This is echoed on the website, which introduces their staff as friendly, real people you can trust. All of this adds up to a single, unified, professional voice.

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Over nearly two decades in business, OpenRoad needed to better represent the solidity, professionalism, and exploratory nature of their business. This came together in new mark, brand, identity, and website.

OpenRoad’s website features some of their recent project successes, and then leads into a clear statement of who they are and what they do. Additionally, summaries of current blog topics allow interested parties to explore some of their opinions and thought leadership pieces.

OpenRoad about page
OpenRoad community page
OpenRoad client page
OpenRoad careers page

Pictured (from top left, clockwise): the About page gives insight into the founders and team; OpenRoad is highly involved in the local technology community, and speaks to this here; the Careers section helps attract bright, talented people; the Clients OpenRoad works with are prominently featured.

The OpenRoad mark starts from the typeface Omnes, and is then refined with customized treatments including curved areas and sharpened points. A stylized “R” works to convey a sense of forward motion. The OpenRoad palette takes a page from their original colors, but becomes a little more sophisticated through the use of more muted tones.

Visitors to the OpenRoad office find a translucent, angular, topographic pattern overlaid on the front door; even the boardroom is touched by the OpenRoad look and feel.

The bold OpenRoad presentation folder utilizes heavy areas of color, and arresting pattern, to create a strong impression with existing clients, and potential ones. The angular forms are representative of a topographic map of Burnaby Mountain, where the founders met and started their company.

OpenRoad’s collateral as applied through their stationery. Pictured (from left, clockwise): letterhead (front overlaying back), mailing label, business card (front and back), envelope (front overlaying back).

Scope

  • Consulting, analysis, and planning
  • Positioning strategy
  • Creative concept and design direction
  • Corporate identity system
  • Functional brand assets and signage

Key Benefits

  • Positions and differentiates the organization
  • Effectively conveys the firm's vision and personality
  • Presents a unified and memorable identity
  • Establishes a system that can grow with the group
  • Integrates changing social content throughout site

Assets

  • Clear set of brand standards
  • Custom wordmark
  • Fully branded website
  • Public-facing and internal documents
  • Marketing collateral (e.g. signage)

Feedback

"Working with smashLAB isn't always easy. They're picky and often come back with things we didn't ask for. We keep hiring them for just the same reason."