Optima AMR

Optima’s AMR is the future of modern workplaces. They’re independent, adaptable meetings rooms (AMR) that can be moved and configured in to ‘villages’. And if you move office they can come with you rather than ending up in landfill: sustainability in action.

Our brief was to create a compelling narrative, sales message and identity for Optima AMR. Optima want to present standard sizes from telephone booths to boardrooms. But they also want to reassure architects, designers and installers they can be configured to their vision too.

Following internal and client interviews, and a visit to their factory in Radstock, we defined the Optima AMR positioning as “Change the way you meet for good”.

We wrote bold headings such as “Be more sustainable. Be more circular. Be more AMR.” which are backed up by clear product facts.

We simplified and modernised the identity and created a simpler naming structure based on capacity (and how people actually refer to the meeting rooms).

All crafted with a premium look and feel.

“I initially asked for a brochure design, but what I got was customer insights, a more logical product naming convention that resonated with the customer, a sub-brand refresh, new iconography and a revitalised tone of voice. And a brochure.” Matt Mills

What we did

We went well beyond the brief: brand audit, competitor research, strategy, naming, core story, brand narrative and sales messaging, as well as the identity itself. What started as a request for a brochure became a sub-brand that gave Optima AMR a genuinely distinct position in the market.