Get Government Unstuck / Opexus

In the words of AINS’ engineering lead: “the worst part of working for this company is our name.”

So we gave the 30 year old govtech company a new one, reflecting a fresh vision from a visionary CEO, and built a brand strategy and identity from the ground up.

AINS became Opexus, a portmanteau of operational excellence, with “get government unstuck” the brand promise at the heart of the workflow management software company. We speak directly to the ambitious public servants pushing to make government work better and who unfairly get a bad rap from the very public they serve. God bless the bureaucrats!

• brand purpose
• brand story
• naming
• product architecture
• logo and identity
• website design system
• manifesto video