Orbus Visual Communications (PPAI 428128, S7) just has a more modern ring to it.

The Illinois-based supplier formerly known as Orbus Exhibit & Display has officially changed its name, effectively immediately.

What’s In A New Name?

According to Orbus, the new name “reflects the company’s expanded capability, offering and commitment to meeting the evolving visual communication needs of its valued clients in events, interiors and retail.”

  • “Exhibits & Displays” was not exhaustive enough a description for what Orbus had become.

In recent years, Orbus has made a number of growth acquisitions that have allowed the company to evolve its mission to encompass a “dedication to delivering comprehensive visual communication solutions that go beyond exhibits and displays.”

“Visual communications is essential for organizations to effectively convey their brand and message creatively and visually,” says Gary Keefer, CEO of Orbus Visual Communications. “The name change reflects our commitment to being at the forefront of this dynamic industry, providing clients with a wide range of innovative visual solutions to meet their community needs.”

If the old name suggested offerings specifically tailored for trade shows, “Visual Communications” is meant to include workplace interiors, retail environments and other non-traditional events.

  • The name change will not affect operations in regard to all clients’ orders and customer service.

What Goes Into A Brand Change?

For years, the Orbus company vision has been, “To be the leading innovator of impactful visual solutions.” That led to the development of new products – along with the acquisitions detailed above – and, according to Natalie Whited, vice president of marketing, that vision began to lend itself to endless possibilities and offerings. It was decided recently that the name must better reflect that.

“’Visual Communications’ also aligns with the evolving nature of the display industry,” Whited says. “It positions Orbus as a company that can adapt to modern trends.”

A name might not tell the whole story, but it leads ahead of everything else, which is why it is a huge decision for any company. There’s a trickle down, and marketing must ensure every department is aligned with the ethos of the new name.

“While changing signage, logos and appearances of our name on our website and buildings are expected, what you might not consider is messaging and communication changes,” Whited says. “We needed to rewrite and re-phrase our key message that can tell our story and align with our brand identity.”