COLLINS reimagines for audience relationship platform OpenWeb

Brand design agency, COLLINS, developed a new brand system for audience relationship platform, OpenWeb, with the aim of further strengthening the company in the areas of strategy and design.

Formerly Spot.IM, OpenWeb sought to own a new brand idea that would reflect its evolution and mission to fuel relationships between publishers, audiences and advertisers through online conversations. OpenWeb encourages conversations and community engagement on publishers’ own site. In the process, these publishers can help build engaged communities through multiple channels. 

“We worked with their leadership team to invent a new identity, both verbal and visual – based on a new strategic foundation we crafted with them to answer their largest ambition,” says COLLINS design director, Megan Bowker. 

The new identity was inspired by 19th century typography and newspaper headlines of the past decades. This helped create a narrative that aims to both represent OpenWeb’s core belief in written communication and resonate with publishers. The agency combined centuries-old visuals with modern digital technology and motion design to build a digital technique for intertwining libraries of open-source content.

COLLINS also developed a new logo in the shape of seven W’s that form the letter O, which aims to symbolise harmony and exchange, and is complemented by a tight colour system.

OpenWeb needed a clear voice that would represent their ideal future and advance healthier conversations daily, explains Bowker.

“To this end, we developed an approach that is intentional and responsible. It’s something that we hope serves as a breath of fresh air in a noisy, eye-popping digital landscape. OpenWeb had to signal that they’re different. With a clear, confident voice, we think this good idea will travel far,” she says.