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OpenTent
Flourishing people and teams
Overview
OpenTent is a consultancy in the US supporting non-profits and the technology and culture to help them deliver more impact in the world. They approached us at a pivotal time in their history where scale of operations and clarity of purpose were converging. They needed help to synthesize an authentic message to the world in a way that aligns with their culture, product, and values. We created a complete rebrand as well as a messaging framework for them to communicate effectively, both internally and externally.
The Challenge
OpenTent does a lot of deep systems work for non-profits. The kind of technical stuff that isn't exactly sexy, but leads to more joyful teams, communities, and people. So that part can feel a little bit dry. And they do much more than that, in a way that's completely different than anyone else on the market: with energetic purpose, values, and mission leading the way. The world didn't know that because they hadn't figured out how to fully express their progressive culture and view of the world yet. Our task was to bring to life the full expression of OpenTent, while still balancing in the technical systems work they are so well known for.
The Solution
We started with a deep dive into their processes, culture, and services. To do that we conducted a series of collaborative workshops with their entire team of roughly 25 employees. Those were fun and led to important insights on who OpenTent truly is. From that process we created a messaging framework for them to understand what they are and how to fully embody their values in an authentic way. Supported by the messaging strategy, we explored the OpenTent world and how it could be visualized.
The keyword "flourishing" became central to our design process. On a deeper level, OpenTent facilitates the flourishing of people, teams, and community. Since their team loves camping trips and nature so much, we created a fantastical and organic universe of plants, people, and technology interfacing, growing, and supporting each other in a web of collaboration and symbiosis.
The Results
The final landscapes we created exude joy, synergy, and an energetic look for a company that naturally stands out from its competitors. The result is an expressive yet grounded brand that will keep OpenTent uniquely positioned to attract the kind of clients they are looking to work with.
