Orion is a leader among mid-market infrastructure investment firms — a group driven by their strong internal ethos — but the investment landscape is rapidly changing and oftentimes misunderstood. The industry finally began to recognize “green” infrastructure as not just necessary but extremely lucrative — and Orion risked being crowded out by high-profile competitors and flashy new upstarts. Outcast partnered with the company to rebrand its messaging and visual identity and solidify its position as a leader in the sustainable investment space.
- Brand + Visual Identity
- Brand Experience
- Design
- Digital Experience Design + Development
We embraced the complexity of this challenge, just like Orion does in their work — digging deep into landscape analysis through extensive research. Orion occupies a niche in the space, being among the first to invest in infrastructure to not only turn a profit but create a better, more sustainable infrastructure. As one of the pioneers in an industry often defined by meaningless jargon, we saw that they needed to use a straightforward, colloquial approach that would cut through a sea of “greenwashing”.
Our team held interviews with both external and internal stakeholders to understand the priorities of the business and, more importantly, get a feeling for the team that would help us create a cohesive identity.
During our research process, we recommended that for the company to stand out, it needed a new name — OIC (Orion Infrastructure Capital). The new name paid homage to the original while setting it apart from the dozens of other “Orions” out there.
Our team delivered refreshed brand guidelines that lead to the creation of an entirely new website, reintroducing Orion as OIC.
We made sure to bring the client — and their input and insights — along through this creative process, and the result was a complete transformation of how the brand presents itself to the world.
