As it approaches its 25th anniversary, the OpinionWay Group unveils a new brand identity, designed to reflect its ambitions and address the challenges of a constantly evolving world. Combining technological innovation, social responsibility, and international outreach, this transformation marks a decisive milestone for the group.
For this rebranding project, OpinionWay enlisted the expertise of Lonsdale, a renowned french agency specializing in branding and design. Lonsdale succeeded in creating a distinctive and meaningful visual identity aligned with the group’s ambitions.
Frédéric Messian, CEO of Lonsdale, discusses the main challenges and highlights of this transformation.
What were the main challenges in redesigning OpinionWay’s brand identity?
OpinionWay’s previous brand identity no longer sufficiently conveyed its innovative approach or its position as a pioneering and leading institute. Over time, the group has expanded internationally and enriched its offerings, with data at the core of its operations. The identity also needed to better adapt to new usage contexts, particularly digital ones, to enhance its status and coherence across all touchpoints.
The new identity reflects both the scientific rigor and excellence of OpinionWay, as well as its human-centered and intelligent approach. It is built around a strong symbol. Beyond the brand identity redesign, we developed a comprehensive brand ecosystem that capitalizes on the historical quotation mark, now applied across communication materials as a seal of trust. This ecosystem brings OpinionWay’s core business back to the forefront of its brand.
Why was this project particularly engaging for an agency like Lonsdale Design?
A brand is a valuable asset, reflecting strategic thinking. What intrigued us most was the challenge of making OpinionWay’s vision clear and tangible. It was a meticulous process: balancing the preservation of the brand’s familiar elements and heritage—especially for an established and recognized brand—while crafting a modern identity that resonates with today’s environment.
We aimed not only to redesign the identity but also to build an entire proprietary ecosystem, paying close attention to every detail and touchpoint, anchored around a totemic element.
In your view, what will signify the success of OpinionWay’s transition to this new brand identity in the months ahead?
As the saying goes, “Everything must change so that everything can stay the same.” The clearest sign of success will be if the transition feels seamless to everyone, to the extent that no one perceives it as a change. Familiarity is the hallmark of enduring brands that outlast trends, as we understand at Lonsdale.
Additionally, one of the most powerful indicators of success will be the widespread adoption of the new identity by all employees. When the new identity and its ecosystem become a source of pride and unity within the organization, it will confirm that the transformation has truly succeeded.
