Octus
Ushering in a New Era of Growth for a Credit Intelligence Leader
the overview
Founded in 2013, Reorg established itself as a leader in distressed credit intelligence, serving investment banks, asset managers, and law firms. However, after its acquisition by a private equity firm in 2022, the company sought to expand into all credit markets. Prophet partnered with Reorg to transform its brand into Octus, delivering a new brand positioning, name, expression, and marketing website that reflected its evolution. The rebrand positioned Octus as a leader across all credit markets, driving engagement and supporting its next chapter of growth.
the challenge
Reorg’s brand and name were deeply tied to distressed credit, limiting its ability to communicate its broader offerings. The challenge was to:
Reposition the brand to encompass all credit markets.
Signal growth and ambition while retaining existing equities.
Create a cohesive website that highlighted Octus’s capabilities and drove business outcomes.
the solution
Prophet undertook a comprehensive rebranding effort, including positioning, naming, verbal and visual identity development, and website creation.
Brand Positioning
Through leadership workshops and consultations with over 40 customers and stakeholders, we articulated a brand positioning anchored in Octus’s expertise, proprietary data, and actionable intelligence. This positioning highlighted qualities such as rigor, focus, and tenacity while signaling growth and ambition.
Naming
The new name, Octus, signaled a bold evolution, breaking away from distressed credit connotations. It conveyed strength, agility, and innovation while distinguishing Octus as a leader across all credit markets.
Brand Expression
We crafted a bold verbal and visual identity, including a modern color palette, dynamic typography, and a voice that combined tenacity with expertise. This fresh identity set Octus apart in a market often defined by repetitive and uninspired branding.
Marketing Website
The website was designed as the cornerstone of the rebrand, creating a seamless digital experience that:
Showcased Octus’s expanded offerings with tailored navigation for investment banks, asset managers, and law firms.
Positioned Octus as a leader in all credit markets through bold, confident messaging and visuals.
Drove engagement and lead generation with clear calls to action and interactive features.
Using a modular design system, the website ensured scalability for future updates and provided flexibility for growth. Annotated wireframes, high-fidelity prototypes, and design templates were delivered to the development team, ensuring seamless implementation. Weekly collaboration sessions ensured alignment with Octus’s vision, resulting in a dynamic and user-friendly website that effectively communicated its expanded story.
Activation Planning
An activation plan supported the brand rollout with internal training, external communications, and digital marketing strategies that amplified the impact of the website and broader rebrand.
the result
The rebrand and marketing website successfully positioned Octus as a leader in all credit markets. Key outcomes included:
A dynamic website that clearly communicated Octus’s capabilities and drove lead generation.
Increased awareness of Octus’s expanded offerings among diverse audiences.
A cohesive identity that resonated with customers, stakeholders, and internal teams, setting the foundation for sustained growth.
the team
Creative Director: Craig Stout
Art Director: Vansuka Chindavijak
Experience Director: Aline Forastieri
UX Designer: Asha Kuchyt
Content Strategist: Nicole Basham
