FutureBrand leads end-to-end strategy, naming and identity for Octave

FutureBrand has unveiled its work for Octave, encompassing the name, strategy and full brand ecosystem for Hexagon’s planned spin‑off. The new company will combine its Asset Lifecycle Intelligence and Safety, Infrastructure & Geospatial divisions and related businesses into a new independent software and SaaS company.

Octave is designed to focus on industrial AI and data-driven solutions for design, operation, and protection. As Hexagon prepares to separate its software business into a standalone entity, they tapped FutureBrand with the opportunity to extend beyond renaming an existing portfolio and build the new brand’s entire visual and strategic identity.

FutureBrand led a comprehensive strategic process to articulate Octave’s purpose, vision, and positioning within the rapidly evolving industrial technology landscape. The challenge was to craft a brand that honored the people who drive the business forward while respecting the legacy that shaped it. At the same time, the brand needed breadth and depth to unify four distinct business units into a single, coherent experience. The resulting identity system expresses Octave’s ambition with clarity and cohesion, translating its forward-looking strategy into a distinctive and future-facing brand world.

From collaborating with Sonicbrand to create a proprietary sonic experience, to commissioning a custom typeface, every element of Octave’s identity was intentionally crafted to reflect its brand idea: Unleashing intelligence at scale.

FutureBrand partnered with Octave to develop the brand from the ground up - delivering a full suite of strategic and creative work in under a year. This included the creation of the brand name, portfolio architecture, verbal and visual identity system, motion principles, employer value proposition, and the design of their tradeshow presence. Each component was built through a fast, focused, and highly collaborative process made possible by aligned teams and the presence of key decision-makers at crucial moments.

The outcome is a meticulously detailed, strategically grounded brand brought to life through a partnership defined by trust, agility, and shared ambition.

View the case study here.