OpenGate Capital is a Los Angeles based private equity firm that specializes in acquiring and optimizing lower-to-middle market businesses across North America and Europe. With its global presence and deep focus on target sectors and investment types, OpenGate is known to bring innovation and transformational value to complex transactions.
A Fresh Take on a Familiar Brand
In 2022, Darien Group and OpenGate Capital began a brand refresh with the intention of not only maintaining but distilling OpenGate’s most poignant brand elements into a streamlined look and feel.
The next phase in a longstanding partnership between Darien Group and OpenGate, the revamped brand is a natural evolution of the original 2019 rebrand; the result is a highly editorial, strikingly modern visual brand and website.
Visual Brand & Website
The new visual brand builds upon the 2019 visual brand, starting with an updated and enhanced color palette, tailored imagery, and sophisticated typography.
This visual brand, in turn, was applied to the website in conjunction with a pared-down copy and content approach which prioritizes substance over page length.
Ongoing partnership and Collateral
Darien Group continues to serve as an ongoing partner to OpenGate’s marketing team. All deliverables meet the dual mandate of a high degree of functionality matched with a strict adherence to the OpenGate brand standards.
A Sophisticated Brand Reposition
for an International Firm
Darien Group began an exploratory engagement with OpenGate Capital through the reinvigoration of the client’s brand foundations. The objective was to capture the firm’s vibrant team culture, rigorous investment strategy, and relentless drive in the form of a new tagline, messaging pillars, and visual brand. These elements were cohesively realized and subsequently incorporated into key brand touchpoints, such as corporate website, overview brochure, activity reports, and digital marketing assets.
Realizing Potential speaks to the depth of OpenGate’s mission: mining unique opportunities from complex situations that require a high degree of expertise to generate accretive value for its limited partners. The tagline is straightforward and to-the-point and serves as the umbrella for each supporting pillar developed in the initial messaging exercise.
Through a slight logo refresh, Darien Group was able to preserve the firm’s mark of an open gate, a symbol of new beginnings, inclusivity, and opportunity, while sharpening up the outline and font to modernize the overall mark. The bright blues and whites of the original color palette graduated to complementary shades of deep indigo and brass-gold, and a serif / sans serif typography pairing was selected. Powerful images of terrain, mountains, and bodies of water accompany the brand elements, ultimately creating a dynamic and balanced corporate brand.
As one of the highest-touch pieces of the new brand, OpenGate’s corporate website needed to communicate key narratives about the firm, investment strategy, and creative value-add capabilities in an effective and compelling way.
Key to the aesthetic development of the site were a a rich color palette, elegant typography selections, and sweeping images of natural landscapes to highlight the firm’s global presence. Along with sharp headlines and editorial-style page layouts, the site is a classic-modern blend of institutional expertise with forward-thinking approach.
The final result is a robust corporate website that serves as an effective brand ambassador for the client’s audiences, including current and prospective investors, asset sellers, intermediaries, and media.
Supporting Brand Collateral
Darien Group serves as an ongoing resource to the OpenGate marketing team to generate regular communications touchpoints to investors, management teams, and the firm’s transaction partners. For all the client’s deliverables, the most critical component is ensuring that each piece is designed to brand standards, compelling from a narrative perspective, and representative of the firm’s mission, vision, and values.