ASPYR New Brand Strategy - ASPYR

Well before its new brand, Aspyr had identified itself as the region’s nexus of workforce strategy and innovation. As such, its new identity needed to convey a sense of connection, leadership, and influence to its various audiences. Origo conducted research amongst different stakeholders to work through rounds of concepting and testing, which led to the new name, Aspyr, a modern take on the word “aspire” that instilled a sense of inspiration and curiosity for the future of Central Ohio’s workforce ecosystem. The goal of the new naming strategy was to reflect its unique mission and enhance its ability to speak to its many offerings to the different communities it serves. 

When it came to Aspyr’s visual identity, a new logo partially representative of the “A” in Aspyr showcased the upward momentum the organization brought to the region, using bright yellow, peach, and orange hues with a modern spirit. The result was a logo that inspired positivity while standing out from the norm of other governmental organizations.

As an organization relying on cross-industry collaboration, the Aspyr team regularly networked and spoke at events. Since Aspyr always participated in communicating in person with its audiences, its collateral needed to be geared toward those endeavors. To help, we created branded folders, letterhead, business cards, case study templates, and more for the team to effectively communicate its benefits to current and potential partners, as well as a brand guideline to help the Aspyr team develop future outreach efforts for their organization.

Now, Aspyr has a distinct identity that highlights the unique services and support that this organization offers to Ohioans, which will allow them to re-introduce their organization to current and potential partners, as well as expand their reach to serve more Ohioans in need of their services.. Origo is proud to have partnered with them and looks forward to seeing how they continue to grow and evolve in the future.