Unlocking digital potential to create experiences that build brands

With a new identity, Optimizely is working to help customers realise their vision

Unlocking digital potential to create experiences that build brands
Stocksy

With our new brand identity, Optimizely, comes a new purpose: empower people to unlock digital potential. We have a new website, a new colour palette and a new logo. By repositioning our brand, our platform and our offering, we’re sending a signal to marketers that our technology gives them more knowledge and greater confidence to realise their vision. 

Since creativity is built into our mission, we also wanted to celebrate the moment by commissioning new creative works. By giving marketers, technologists and leaders the right tools, we help them devote their energies to creating experiences that build brands. 

When Emmett Kyoshi was struggling to find a way to unlock his own potential, his mother handed him a paintbrush and paint and hoped he might find his expression on the canvas. Now, after three successful gallery shows, an online auction, and many works of art painted and sold, it is safe to say her wish came true. In her words: “With [Emmett’s] talent, from the minute he was given the tools, he has just taken over.” Emmett’s parents, Kathy Menighan and Paul Wilson, and his entire family, have provided Emmett the foundation and platform to share his energy, creativity and joy with the world. Since age four, Emmett has created over 70 abstract pieces which have been featured in gallery showings over the last three years, including a commission to paint the American Flag for the American Embassy in Croatia. 

When we saw Emmett’s colour palette and encountered his fluid, expressive style, we couldn’t resist seeing what he would do with our logo. In addition to his paintings, we featured his work in our brand launch video this April. These works, ‘Sweet Dreams’ and ‘Flow Like the Wind,’ both inspired by our new brand, will soon hang in the Optimizely offices in New York City. 

Alongside this reinvention, Optimizely is now offering a new and expanded suite of services. For marketers and merchandisers, this unlocks confident creation. Creative energy and the digital tools to express it are effectively limitless, but the time to harness both is not. Through a combination of data-driven insights and actionable recommendations, our platform now allows marketing and e-commerce teams to use their time only on what matters to their customers and prospects. 

For the tech teams and developers that work with marketers to craft the digital experience, our platform unlocks the power of behaviour-based decision making. Moving beyond imperfect tools like surveys and cutting through the complexity of data, our platform allows creative technologists to easily use tools like omnichannel experimentation and one-to-one personalisation. The result is the ability to create an exceptional digital experience with clicks, not code, and in time for it to matter. 

For our industry, Optimizely’s new brand symbolises a higher standard for digital experience platforms, one with the potential to unlock outsized outcomes at every level. The delight of a customer getting exactly what they desire, the satisfaction of teams that know they are working on just the right project at the right time, and the certainty of leaders who know they can harness systems that shape themselves around business outcomes at the highest level – we’re unlocking outsized outcomes for all of them. 

For our employees – Optimizers – our new brand is something to rally around. It stands for the quarter century of combined expertise our teams bring to the industry, a depth of experience no other company has. Period. Together, we will never stop improving.  

Kirsten Allegri Williams is chief marketing officer at Optimizely 

For more, watch Optimizely’s new brand video on YouTube

This article was originally published in the Summer 2021 issue of The Record. To get future issues delivered directly to your inbox, sign up for a free subscription.

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