Onix Cloud Solutions

Rebrand to Support Rapid Growth and Google Cloud Partnership
Brand Strategy | Positioning | Art Direction

Implemented the digital marketing and content strategy for an early-stage fintech bank. Focused on driving customer acquisition across web, email, social, and direct mail, while navigating strict regulatory and compliance standards within the financial industry.

Year
2023

Client
Onix

Onix is a 14-time Google Cloud Partner, working with more than 1,400 clients across industries like healthcare, finance, manufacturing, education, and government. They help organizations solve complex problems with cloud-based tools, automation, and AI-driven solutions that improve performance, reduce costs, and accelerate growth.

In summer 2022, Onix was acquired by Tailwind Capital, a private equity firm focused on scaling high-potential companies. With this shift came a renewed company vision: to become the most trusted cloud consulting partner for the world’s leading organizations.

The timing was crucial because the cloud ecosystem was evolving rapidly. Generative AI was entering the mainstream, hybrid and remote work had redefined infrastructure needs, and cloud-native architectures were becoming the default, not the exception. Enterprises across every sector were racing to modernize, automate, and leverage data more intelligently. As a Google Cloud Partner, Onix needed to move in step with these trends—not only to stay relevant, but to lead.

Company Overview

The Challenge

Despite strong technical capabilities and a loyal client base, Onix’s brand had fallen behind. It was still perceived as a traditional IT services provider—a legacy player in a field increasingly driven by innovation, agility, and AI. This disconnect created a number of challenges, both externally and internally.

In the eyes of our customers, the outdated brand made it harder to showcase the company’s value. Prospects often underestimated our capabilities in cloud transformation, data strategy, and AI enablement. It limited our ability to win the kinds of forward-looking projects that define the future of digital business.

With our partner, Google, perception mattered just as much. As one of the top partners in their ecosystem, we needed to reflect their pace of innovation and strategic priorities. Staying stuck in a legacy brand risked signaling stagnation at a time when Google Cloud was investing heavily in AI, industry-specific solutions, and transformational partnerships.

And within our own team, the brand no longer reflected where we were headed. The acquisition by Tailwind brought new leadership and a bolder, faster-paced growth strategy. That meant expanding into new markets, attracting top talent, and pursuing more ambitious partnerships. A brand stuck in the past couldn’t support that kind of future.

To move forward, Onix needed more than a visual refresh. We needed a full rethinking of who Onix was, how we showed up, and what made us different in a competitive, fast-moving market.

Brand Positioning
& Strategy

The company was expanding quickly and redefining its role as a top Google Cloud partner. Our goal was to support a brand that could grow with the business and clearly communicate its strengths.

Working closely with company leadership, we helped clarify how Onix delivers value: deep technical expertise, a strong Google Cloud relationship, and a focus on real business outcomes. This strategy informed every part of the rebrand, from messaging to visual design.

Identity &
Messaging System

The visual identity redesign focused on communicating both continuity and change. The new logo was a central element: a custom “O” that doubles as a cloud icon—symbolizing Onix’s foundational relationship with cloud platforms—paired with a subtle arrow formed between the “I” and “X” to suggest forward movement.

This duality became a design principle throughout the identity system: progressive but familiar, technical but human, global but approachable. We preserved the recognizable red color to maintain brand recognition while modernizing the palette and typography for greater digital legibility and visual consistency.

Messaging was refined to align with the new visual language. We developed a flexible messaging system that clearly outlined how Onix supports transformation at every stage of the cloud journey.

Onix’s new logo, launched April 2023.

  • The "O" transformed into a cloud symbolizes our core focus on cloud solutions and collaboration with cloud partners.

  • The "X" represents our commitment to 10X thinking and delivering exceptional, scalable solutions.

  • The arrow signifies our continuous progress and drive to propel businesses forward.

  • The word "ON" emphasizes our dedication to the Google Cloud Platform and its transformative power.