OMI
OMI originally made starter motors, but over the years, it evolved into the company you call when you have an impossibly perplexing electromechanical challenge. We worked closely with their team, including their founder/CEO, to first understand their complex business environment, then create alignment around their positioning, and modernize their brand.
Parliament develops directional strategies, brand platforms, and creative executions for companies at critical inflection points.
What we doIn lockstep with OMI’s leadership team, we waded through the sometimes difficult but always critical work of defining their positioning. What is their true purpose? What thing can they do better than anyone else? And what do they have to do to own that? After much soul-searching, we landed on two words that said it all: mechatronic innovation.
We nailed down four undeniable attributes: collaborative, built to last, inventive, and dynamic. Equally established in reality and aspirational, they guide how OMI’s brand DNA, executional creative, and marketing should be brought to life.
In an industry where most companies make generic white-label products, it was important for OMI to make a strong impression. We developed three distinct brand directions, each exemplifying their attributes and standing out in their market.
OMI is taking an established, traditional industry into the future, and its logo needs to do the same. The hex shape used in Alpha is iconic in the mechanical world, and Charlie’s bold red color captured the energy we wanted to convey. Combining the two elements, we designed a powerful, distinct logo family that looks amazing on almost anything.
Like much of the OMI’s identity, the typography fuses two worlds together. The choices represent a modernist take on industrial, trustworthy type that is still dynamic and energetic.
OMI’s primary colors consist of a strong black and red-orange, creating a clean and refined visual identity. The bold red-orange adds a vibrant, energetic touch, providing a striking contrast that enhances the modern and sophisticated aesthetic.
We developed a palette of secondary colors to subtly accent and enhance the primary colors while also serving tactical needs. These colors provide a nuanced enhancement to the primary colors, ensuring a harmonious and refined visual presentation.
OMI thrives in complexity and technical minutiae, but most consumers don’t. Being able to clearly and confidently explain in writing what OMI does and how they do it was an incredibly important task for us. We created a deep resource of guidance, guidelines, and meaty chunks of copy that anyone involved in creating messaging can use to write the OMI way using the OMI style and voice.
OMI’s brand had come together nicely, but there was still work to do. They needed a kit of plug-and-play tools to communicate with prospective and existing clients. We set them up with a range of branded layouts, formats, PowerPoint decks, presentations, and templates that were on-brand and easy for their internal team to implement.
OMI started with starter motors in 1998 and has been innovating ever since.
Could their brand platform be shorter? Yes. Would it be missing important information? Also yes.
PDFs, PPTs, sales sheets, and white papers! Get ’em while they’re hot!
Sometimes, a little shopping around makes you realize how much you like the name you already have.
Thanks to the super smart and talented team at OMI for introducing us to the wide world of mechatronics and helping us present a polished brand that will continue to dominate and innovate the competition. Strategy, creative direction, design, and copywriting by Parliament. Special thanks to Aaron Noah, Calvin Ross Carl, Nick Hughes, Matt Hay, and Chris Erickson.
