Onix Cloud, Data & AI Solutions

360-degree brand transformation and creative team management for a global cloud solutions and consulting company.

Years
2022-2024

Client
Onix

Overview

Onix is a 14X Google Cloud Partner, serving over 1,400 clients with proprietary and AI-powered products that help businesses boost efficiency, increase productivity, and lower costs. Onix was acquired by Tailwind Capital, a private equity firm, in summer 2022. Under this new leadership came a new company vision: to be the most trusted cloud consulting partner to the world’s leading companies.

Onix's outdated brand was hindering its ability to compete effectively in a rapidly evolving market. The company was perceived as a traditional IT services provider, rather than a forward-thinking innovator in cloud and data. Moreover, the acquisition by a private equity firm introduced a new leadership team and a strategic shift towards a more aggressive growth trajectory. This necessitated a complete transformation of Onix's brand identity, messaging, and market positioning.

Solution: A 360-Degree Brand Transformation

As Head of Brand and Creative, I spearheaded a comprehensive rebranding effort, encompassing every facet of the company's identity. The process involved:

Brand Discovery: In-depth market research, competitor analysis, and stakeholder interviews.

Visual Identity & Design: Developed a new logo, color palette, typography, and visual language.
Brand Strategy: Crafted brand messaging and key performance indicators (KPIs).
Employee Advocacy: Implemented internal communication strategies to foster employee buy-in and enthusiasm for the new brand.
Team Management: Oversaw remote creative team to ensure timely delivery of high-quality deliverables within extremely tight deadlines.

Onix’s new logo, launched in April 2023.

The "O" transformed into a cloud symbolizes our core focus on cloud solutions and collaboration with cloud partners.
The "X" represents our commitment to 10X thinking and delivering exceptional, scalable solutions.
The arrow signifies our continuous progress and drive to propel businesses forward.
The word "ON" emphasizes our dedication to the Google Cloud Platform and its transformative power.

Strategic Partnerships & Immersive Brand Activation at Google Next 2023

Key Deliverables Made a Clear Impact

Unified Brand Identity: Ensured a cohesive brand presence across all touchpoints, from the physical booth to digital platforms.

Strategic Landing Page Development: Created dedicated pre-, during, and post-event landing pages optimized for lead generation and engagement.
Visual Consistency: Maintained a unified aesthetic across all marketing materials, including booth graphics, digital ads, and social media content.
Data-Driven Optimization: Utilized analytics to measure performance and make real-time adjustments to maximize impact.
Measurable ROI: Contributed to driving qualified leads and achieving key performance indicators for the event.

Conceptualized look and feel of booth space to achieve multiple goals — namely, launch to launch the new brand, boost website traffic, and drive leads.
Created an immersive experience with AI and headsets to allow attendees to visualize the mechanics behind Canoo’s automotive technology.
Developed and designed the deck for our breakout speaker session, featuring Canoo, Google leaders, and Onix’s CEO.
Executed entire activation with a short turnaround.

11 July - Updated Google Next After Party Page 1.jpg

Onix acquired Datametica, a data and analytics company, in November 2023.

Following the acquisition, I led the company’s end-to-end brand integration. This required extensive coordination between marketing, communication, and product teams to redesign products, update all sales enablement assets, as well as our website, again.

Giving Data Wings

I storyboarded our new product ad and oversaw the creative team that brought this visual to life. We launched this ad as one component of our brand activation during Google Next ‘24, and shared it across our digital ads before, during, and after the event.