Omni Institute

How Omni Rebooted Their 40-Year-Old Brand

Hey Reader,

Before we started working together, the Omni Institute’s brand was long overdue for a refresh. Like…40 years overdue. Despite being in business while seeing ten U.S. presidents in the White House, their brand and website didn’t leave much to the imagination (or their ideal customer journey).

Omni had never done a formal brand exercise and no one on their marketing team actually knew where their original fonts, logos, or colors even came from. It was like one day, they just appeared from out of the sky with zero brand guidelines on how to use them consistently.

Not only that, but their brand felt like the weakest link and a disloyal brand ambassador—something that only existed out of necessity and by chance instead of feeling like it truly supported their goals.

When it came time to design, we wanted to find a way to incorporate Omni’s core values of connectedness with a dash of color, instead of the dark, somber feeling it had before we got to work.

If you were to have clicked over to the Omni website when we launched it earlier in July, you would’ve noticed how…

• Their website is clean, clear, and vibrant without adding a lot of extra bold colors to the page that distracted you from the most important information
• Their custom patterns encourage movement and scrolling, instead of making you feel overwhelmed or like you need to close out of your browser
• We zoomed into specific focus areas—like behavioral health, community health, children & families, economic security, and justice—without adding extra complexity
• We made an easy-to-follow storyboard for their About page that showcases their research without getting too science-y about it
• We created a well-organized blog archive for their published projects and research articles, so they could further showcase their intellectual property

As a part of our work together, we also equipped Omni with several brand activations—like a presentation deck, paper stationery, business cards, and social media graphics—so their design team could actually adopt the new brand we designed for them.

This rebrand wasn’t just about helping Omni evolve into a more joyful, vibrant brand on the internet. It was about spreading the word about all of their hard work as a non-profit research institute that didn’t rely on an outdated (and undocumented) brand.

Want to learn more about how we can collaborate on your next big design project? Click here to learn more about our services or fill out this form and tell us about your next project.

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Until next time,
Charlee & Leah

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