At Optimizon, we’ve experienced incredible growth over the past few years. With the acquisition of Nozzle, Marketplace AMP, and Marketplace Power, our capabilities and expertise have expanded significantly. These strategic moves have enabled us to broaden our services and deepen our knowledge, ensuring we stay at the forefront of our industry. However, as our company evolved, it became clear that our old branding no longer represented who we are or what we do. It was time for a change.
Our decision to rebrand was driven by a need to align our identity with the transformative journey we’ve been on. Since acquiring our own software and adapting to the ever-changing e-commerce landscape, our internal strategy and business direction have undergone a massive shift. Our vision for the future has grown to better reflect the needs of our clients, and it was essential that our brand evolve alongside us. The rebrand represents not just a change in aesthetics, but a commitment to the future and to delivering even greater value to those we serve.
The process of rebranding
Rebranding is not just about a new logo or fresh colours; it’s about truly understanding who you are as a company and where you’re headed. Before we even began to reimagine our brand, we took a step back to review our core values. With the input of new directors and an influx of talented employees, we recognised the need to refocus our company culture, mission statement, and overall proposition. This groundwork was crucial in ensuring that the new brand would authentically reflect the ‘new us’.
Once our values and mission were clearly defined, we moved on to the creative phase. This was an entirely internal effort, driven by our incredibly talented designers and creative team. We chose to keep the process in-house because we believe that those who live and breathe our brand are best equipped to express its essence. Our team worked tirelessly to create a brand that not only looks and feels right but also resonates deeply with our identity and future direction.
The journey began back in December 2023, when discussions around Optimizon’s positioning and strategy were initiated at the C-Suite level. By February 2024, our creative teams were hard at work, bringing the new brand to life. The result is a fresh, dynamic identity that we are incredibly proud of—a brand that truly represents where we are today and where we’re headed in the future.
Changes made
In the past, Optimizon was laser-focused on Amazon, which made perfect sense given the platform’s dominance in the e-commerce space. However, as the landscape has evolved and new marketplaces have emerged, so has our expertise. With a talented and ever-growing team, we’ve expanded our knowledge across platforms like eBay, Walmart, and more. This evolution led us to re-evaluate our name and logo, which originally stemmed from “Optimising on Amazon” – OptimiZON. By shifting the focus by just one letter, we’ve become OptimizON, a name that reflects our ability to optimise brand listings across multiple marketplaces.
This shift is embodied in our new logo, which features a switch symbol to represent the power we bring to our clients’ online presence. Working with us is as simple as flicking a switch to optimise your listings, a nod to our data-driven approach and cutting-edge technology. The concept of “plugging into” or “turning on” our services emphasises how seamlessly our clients can tap into the power of our datasets to enhance their brand’s performance.
We’ve also made some exciting updates to our visual identity. While our signature orange remains central to our brand, we’ve given it a fresh boost with a more vibrant hue and introduced a contrasting royal purple. This new colour palette combines the calm stability of blue with the fierce energy of red, perfectly captured in purple and to the essence of who we are today. The original orange continues to represent our history, excitement, and warmth, while the purple adds a new dimension of boldness and creativity.
Our previous branding was somewhat limited in terms of secondary colours, but we’ve now developed a full range that allows us to present data in a visually appealing and easily digestible way. This includes a positive green, a cautionary red, and complementary shades of yellow, blue, and pink for comparisons. Our goal with these changes is to bring a new level of energy and excitement to everything we do, from presentations to client communications.
What remains the same?
While our visual identity has undergone a significant transformation, our core personality and values remain steadfast. We’re still the same company at heart, dedicated to optimising and boosting brand profits on Amazon while protecting them from potential pitfalls. Our service offering remains as robust as ever, with a team of Account Managers making strategic decisions to keep your brand’s accounts running smoothly. Alongside them, our advertising, technical, and creative teams work on every aspect of your listings, supported by our data team, who ensure that every decision is backed by solid evidence.
The vision and mission
At the heart of our rebrand is a renewed focus on data and multichannel marketplaces. Our vision is to become the ultimate one-stop e-commerce shop for our clients, helping them harness the full potential of online marketplaces in a manageable and effective way. Expanding into new markets can be daunting, especially when control feels out of reach. That’s where we come in—to offer the connections, expertise, and opportunities that allow our clients to expand their businesses profitably.
Our proprietary technology, Nozzle, exemplifies this mission. It provides unique insights into customer lifetime value on Amazon, offering our clients an unparalleled understanding of profit, spend, and ROI. This level of insight enables strategies that would otherwise be too risky to attempt, unlocking new avenues for growth.
Additionally, the expansion of our team with personnel from Amazon and eBay has strengthened our ability to answer complex questions with the authority of the marketplaces themselves. Our new team members have also brought in fresh services and partnerships, including AI technology and user testing, further enhancing our capabilities.
Client impact
For our clients, the rebrand brings nothing but positives. The high level of service you’ve come to expect remains unchanged, with the same reliable interactions, albeit with a refreshed look. Our enhanced brand allows us to go beyond everyday listing optimisation, embedding ourselves more deeply into your brand’s growth strategy and delivering even more effective results.
One practical benefit of the rebrand is a streamlined approach to efficiency, with new presentation templates designed to showcase data and results more clearly and effectively. As we continue to expand our service offerings, we hope the new brand will help you better understand the full scope of what we can achieve together, opening new doors for both your business and ours.
Future outlook
Looking ahead, we’re excited to continue forming partnerships with marketplaces and tools that will expand our offerings even further. Our goal is to become your dedicated e-commerce arm, allowing you to simply ‘turn on’ or ‘plug into’ our team and tools to unlock your brand’s full potential online.
We are no longer just an Amazon agency, though that will always be a core part of who we are. The e-commerce marketplace industry has diversified beyond Amazon’s dominance, and our brand reflects that shift. Your brand’s success shouldn’t be limited to one platform, and we’re here to ensure it isn’t.
The rebranding is just the first step in our journey, positioning us for future growth as we help you “Optimise on” Amazon, eBay, Walmart, B&Q, Tesco, and many more. We’re thrilled to take this step into the future and share it with you, our valued clients and partners.
Our next step in the rebrand process is to update our website to better highlight our expanded service offerings. We’re always looking for ways to improve, so if you have any suggestions or feedback, we’d love to hear from you.
We’re also ramping up our content efforts, with more data-led tips to be shared regularly via our social media channels, downloadable content, and our new podcast, eCom Insights, available on Spotify and Apple Podcasts. Make sure to follow us and subscribe to stay ahead of the curve and get the hottest tips first.
Final words
“The last few months have been extremely busy and, at times, challenging. We’ve seen a lot of changes across the company, and I cannot thank and praise the team enough. We’ve banded together to create something really special, and it’s incredibly exciting to finally share what we’ve been working on with the world.” – James, CEO
This is a truly exciting time for Optimizon, and we’re on the brink of achieving some incredible things. None of this would be possible without the continued support of our clients and partners, and we’re immensely grateful for your trust and collaboration. Here’s to a bright future ahead!
