A brand transformation that started from within

How Restless Minds™ partnered with iFacto Group to create a new brand identity – Oxygen Group – that reflects the company's evolving vision, culture, and aspirations.

Client: Oxygen Group
Year: 2023
Role: Change strategy, creative direction, brand identity

In the world of rebranding, it's easy to focus on the external – the new logo, the tagline, the visual identity. But true brand transformation goes much deeper. It starts from within, with a company's culture, values, and aspirations. This is the story of how iFacto Group embraced this "inside-out" approach to rebrand as Oxygen Group, a company that is not only visually appealing but also genuinely aligned with its people and its purpose.

  • Following a series of acquisitions, iFacto Group faced a fragmented brand identity that no longer resonated with its diverse workforce or its ambitious vision for the future. The challenge was to create a unified brand that would not only align with the company's evolving values and aspirations but also foster a sense of belonging and purpose among employees.

  • Restless Minds™ partnered with iFacto Group to embark on a transformative rebranding journey. We delved deep into the company's culture, values, and aspirations, facilitating workshops and discussions to craft a new, inspiring vision that united the entire organization. This involved aligning internal structures, clarifying roles, streamlining processes, and fostering a culture that embraced the new vision and empowered employees.

  • Through this comprehensive transformation, Oxygen Group was born. This new brand is more than just a visual update; it's a living embodiment of the company's values, culture, and aspirations. By aligning vision, organization, and culture, Oxygen Group has not only strengthened its internal cohesion but also positioned itself for continued growth and success in the market. The transformation of iFacto Group into Oxygen Group is a testament to the power of internal alignment and cultural evolution in rebranding.

Define
the change

  • Deep Dive into Culture and Values: We facilitated workshops and discussions to uncover the core values and aspirations that would shape the new brand identity.

  • Identifying Pain Points: We explored the challenges and misalignments within the existing brand and company culture.

  • Crafting a New Vision: We collaboratively developed a compelling vision for the future that resonated with the entire organization.

We believe that successful transformation begins with a clear understanding of the desired change. Working closely with iFacto Group's leadership team, we embarked on a journey of discovery.

Inspire
the change

  • Communicating the Why: We ensured that every employee understood the purpose behind the transformation and the benefits it would bring.

  • Empowering Employees: We encouraged participation and ownership throughout the rebranding process.

  • Building Excitement: We created a sense of momentum and enthusiasm around the new brand identity.

With the new vision established, the next crucial step was to ignite a passion for change within the organization. We recognized that for the rebranding to be successful, it needed to be embraced by every employee, from the top executives to the frontline staff.

Guide
the change

  • Aligning the Organization: We worked with leadership to restructure teams, clarify roles, and streamline processes to support the new brand identity.

  • Transforming the Culture: We facilitated workshops and training to help employees internalize the new values and behaviors.

  • Launching Oxygen Group: We supported the unveiling of the new brand, ensuring a seamless transition and a positive employee experience.

With the organization inspired and ready for change, we shifted our focus to guiding the implementation of the new brand. This phase involved aligning every aspect of the organization with the new identity, from its internal structure to its external communication.