Open Procurement

Disrupting the industry with Open Procurement.


Open Rhodes


Technology & Innovation


Brand Strategy

Brand Identity

Brand Design

Brand Guidelines




Open Procurement is a Manchester-based procurement consultancy from Open Rhodes Group, an established business that has built a reputation for transparency, expertise and personability. They work tirelessly to build lasting relationships with their clients and provide the best possible experience.

The founder of Open Rhodes Group, Lee Rhodes, approached us with the challenge of evolving the existing visual identity for Open Procurement by creating a refreshing new brand and contemporary website for the new venture, while at the same time staying true to Open Rhodes’ existing core values.

One of the main objectives was to create a visual identity that would stand out from competitors by taking an innovative and daring approach, at the same time still appealing to corporate KDMs, C-suite executives and a wider audience that has become accustomed to the tech and data-oriented zeitgeist.

To truly see through the eyes of Open Procurement, we undertook extensive market and competitor research and conducted multiple stakeholder workshops to really understand their world. These insights helped to shape our initial ideas and thinking.

Using a joint brand positioning with Open Procurement’s sister company, Open Green Energy, we developed various creative concepts that aligned with the overarching positioning but also gave the brand its own distinct and unique visual identity.

Based on the core brand values, the client felt that the ‘Crystal Clear’ creative route best conveyed the message they wanted to get across. Taking inspiration from the layered nature of crystals, the route highlights their multifaceted service offer and is a nod to their ability of taking the complex and making it simple for clients.

The direction we took the brand clearly conveys the openness and transparency that Open Procurement stands for, as well as introducing a clean, modern and cutting-edge feel that would be effective across various marketing communications and collateral.

To ensure all the elements and rules around usage of the brand were clearly defined, we produced extensive brand guidelines that covered logo usage, colour palette, collateral mock-ups, website look and feel, typefaces, iconography, photography and video.

We then rolled the brand out to the website, creating an eye-catching and dynamic homepage with slick scroll movement, interactive animations and user-friendly navigation that allows the user to explore all relevant areas of the business with ease.

Blending iconography with a bold design, we clearly broke down Open Procurement’s services, sectors and business categories to clearly communicate the different areas of their operation. Click here to visit the website

Using the latest web development tools, we incorporated a variety of engaging load-in animations and dynamic buttons to bring the entire site to life, with supporting crystalline brand assets communicating the concept of transparency. All of this gives the site a cutting-edge feel and one that stands out from other corporate websites.

The integration of the Open Minds blog provides a platform for thought leadership, while a dedicated case study section showcases all the innovative work they do and the fantastic clients they work with.

In order to meet the key objective of lead generation, we ensured the user was given the opportunity to get in touch with Open Procurement at every step of the journey using easily identifiable CTAs across the site.

A personable yet professional tone of voice was featured throughout the website copy, guiding customers through all areas of the business and positioning Open Procurement as a real leader in its sector.

With its new brand and website in place, Open Procurement now has all the tools it needs to clearly communicate its offering with an exciting and fresh visual identity that helps them stand out from the crowd.

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“We worked with Holdens on the expansion of our business group structure and rebrand of our existing business to Open Procurement. After 20 years of experience in the sector, we wanted a rebrand to freshen up a traditionally corporate area. The team led us through the design rebrand, working closely with us to ensure our existing values translated into the new brand. The outcome was a unique, reinvigorated brand and a website that feels genuinely exciting to visit. Holdens gave us a brilliant launch point for our business moving forward.”

Lee Rhodes Founder & CEO