Repositioning Openbook: A Cohesive Brand for a Multidisciplinary Future
Originally founded as an architecture firm, Openbook quickly evolved into a multidisciplinary company, expanding its expertise to include real estate, engineering, and beyond. As the company grew, absorbing new skills and partners, it became clear that its positioning needed to evolve as well.
Huse Innovation partnered with Drummer to redefine Openbook’s brand architecture, ensuring that each business unit retained its uniqueness while maintaining a cohesive group identity.
Through in-depth interviews with the partners, we explored their concerns, aspirations, and vision for the company. It became evident that the brand needed a unifying signature—one that would encapsulate both its breadth and its depth. This led us to the concept of “Space x Expertise.”
Space represents the common thread across all business units.
Expertise highlights the specialized knowledge each unit brings to the table.
The "x" symbolizes synergy—the balance between autonomy and collaboration. Each business unit operates independently, excelling in its field, yet comes together when cross-disciplinary expertise adds value to a project.
With this foundation in place, we developed a brand architecture that established a strong, overarching identity while allowing sub-brands to communicate independently when needed.
This strategy extended to Openbook’s website, which was purposefully designed as a network of micro-sites—each reflecting the group's shared visual language while retaining the flexibility to stand alone.
The result is a brand ecosystem that embraces both specialization and unity, positioning Openbook for continued growth and innovation.
partners
Drummer
Brand identity design