Online Optimism Brand Evolution:
Esteban, Ads Director
Flynn, CEO
Claire
Design Director
Elevating Our Look, Celebrating Our People
About the Brand Evolution
Our 2025 rebrand is a purposeful evolution that builds on our existing identity. As Online Optimism has grown into a larger, more structured company, we’ve updated our visual identity to reflect this growth while maintaining our recognizable character. We started by refreshing our logo and brand colors, but this change goes beyond visual aesthetics—it reaffirms our dedication to the people who have been instrumental in our company’s success.
The centerpiece of our new brand is a strong focus on original photography and footage featuring our team members, complemented by “namedrops” that identify the people in these images. This people-first approach aligns perfectly with our values and helps build trust between our team and clients.
Our New Brand in Action
Updated Brand Standards
Flynn, CEO
Design Team
Meet Our Design Team
Claire, our Design Director, has shaped Online Optimism’s visual direction for years, bringing unique insight into how our brand should evolve while staying true to its roots. Her leadership guided this thoughtful brand evolution that maintains our signature warmth while introducing a more sophisticated visual identity.
How Our New Brand Connects to Our Core Values
Build On Trust
To trust your marketing partner, you first have to know your marketing partner. As we shift into this rebrand, we’re putting our team front and center so current and potential clients can always put a face to the name that they are working with.
Support Our Communities
Accessibility was a key consideration in our rebrand. Our previous primary green color created usability issues, particularly on the web. Now, our new color palette and combinations fully comply with accessibility guidelines, demonstrating our commitment to inclusive design.
Keep It Human
We are using artificial intelligence extensively across our services, and we decided that we needed to put some guardrails on that, too. Our brand guide includes guidelines for the internal and client-facing use of AI to ensure we’re using AI tools appropriately and consistently.
Always Optimize
For our rebrand, we looked inward and gave ourselves the same care that we give our clients. After deliberately setting aside time for our team to work on internal projects, we’ve developed a comprehensive brand guide that meets the same high standards we set for our clients—detailed, exhaustive, and genuinely helpful for our entire team, particularly non-designers. We’ve created templates, asset depositories, and other optimizations to ensure consistency across all touchpoints.
Lauren, Search & Content Director
Daniel, Short Form Creator
Meara
Sr Social Media Director
The Result: Marketing Made Personal
Our rebrand reflects both who we are and who we aspire to be—an agency that puts people first, whether that’s our team members or our clients. While other agencies increasingly automate their services through artificial intelligence, we’re strengthening our commitment to human expertise while thoughtfully integrating AI tools. In a world where personal connection is often sacrificed for technological efficiency, we’re reinforcing our dedication and appreciation for the human touch.
This rebrand is part of our promise to deliver marketing made personal.