12 November 2018

New Brand. Brand New

P48851 Optimation Youtube Assest Cover FA

By Alex Bouma, Chief Executive Officer

We are delighted to announce that we have launched a potent new brand identity for Optimation New Zealand. Our name stays the same, but our logo, brand colours and website have all been beautifully transformed to capture the essence of Optimation as a dynamic, forward-thinking company that successfully fuses human intelligence and design-led innovation with rock-solid capability and solution delivery at scale.

Our new brand tagline is Technology to Empower. This expresses Optimation’s unique ability to combine the creativity, skills and knowledge of our people with smart technology that empowers our clients to dream big and to realise their goals.

We are showcasing the exciting work we’re doing in design thinking, mobile/web development and digital transformation, with game-changing solutions like EMBail and innovative approaches like low-code development and rapid prototyping.

We are also underlining Optimation’s credentials and enviable track record in areas including application modernisation and support, and showing how we can add value for enterprise clients through our unique onshore-offshore model that brings access to remote capability and scale with a local face.

The new brand encapsulates the idea that at Optimation, we know our customers so well we can work in true partnership with them as they continuously re-invent their businesses.

We don’t just help them solve today’s problems, we enable them to see and seize new opportunities that are constantly being created by emergent technologies and ways of interacting with the world.


We can graphically represent a critical aspect of our approach; we look at our clients’ challenges from a different perspective resulting in uniquely connected pathways.

Brand DevelopmentOur shift in perspective, of our clients’ challenges, allows pathways to connect as represented here in 3D and 2D.

The new Optimation brand identity really pops – but it’s important to stress that the changes are much more than a superficial facelift. They reflect a lot of deep thinking about what truly makes Optimation stand out from the crowd.

A key dimension of our brand rollout will be about bringing our brand values to life and embedding them throughout the business, so we can continue to build a company that attracts great people by being an exciting, rewarding, and fun place to work. That means really living our commitments to integrity, trust, curiosity, respect, and ensuring that every day, everything we do creates value for our clients.

Along with the recent launch of Mentum Systems in Australia, the rebrand of Optimation now gives us attractive and compelling ways to highlight the ‘special sauce’ that makes each business unique, but also to articulate how powerful we are together as the Optimation Group.

Check out this quick video that conveys our core values and service pillars: