OEX

Over the years, OEX evolved as a group of companies providing services for businesses. As its portfolio expanded, the brand operated under a branded house model, reflecting the organization’s identity as a single entity consolidating expertise across sales, customer service, logistics, technology, and e-commerce.

This model accurately represented an earlier stage of the company’s development. Over time, however, OEX became less focused on service delivery and increasingly concentrated on identifying growth opportunities, acquiring companies, developing their capabilities, and increasing their value. The existing brand architecture no longer reflected the true nature of the business or its most important competitive advantage.

Our task was to redefine OEX. Not as a business services group, but as an organization that develops businesses. The starting point was a fundamental question: what enables companies operating in different market sectors to grow faster as part of OEX than they would independently?

We discovered that OEX’s advantage stems not only from its M&A expertise, but also from its unique ability to transfer knowledge, processes, tools, and know-how that accelerate the growth of its portfolio companies. OEX is not merely an owner of businesses. It is a system that enables their growth.

This insight became the foundation of the Growth System™ strategy. The concept serves as a metaphor for OEX’s capabilities as an operating system for the companies it develops. Through the transfer of knowledge, technology, operational expertise, and business relationships, companies within the group can scale faster and build greater value.

The strategic shift also required a new approach to brand architecture. We moved away from the branded house model in favor of an endorsed brand architecture. The previous structure suggested that the companies were simply specialized units within a single organization. The new strategy, however, required emphasizing their autonomy and expertise. As part of this transformation, brands such as Axendi and Cursor were redesigned – from strategy to visual identity – gaining distinct positioning while maintaining a clear connection to OEX.

The new visual identity became a direct expression of the Growth System™ idea. Built around the motif of orbiting and expanding points, it symbolizes the flow of expertise, interdependence, and growth generated through connections between companies. A key element of the system is the Growth System™ mark – a corporate endorsement granted to companies operating within the OEX ecosystem. Inspired by the logic of technology certification, it functions as a mark of quality, confirming that a company develops according to the group’s unique value-building model.
The result is a cohesive strategic, architectural, and visual system that enabled OEX to evolve from a brand associated with business services into a brand defined by its most important capability: the systematic creation of business value.