Octane Launches New Brand Identity

A lot has changed since Octane was first founded 21 years ago! At that time, Facebook hadn’t been born and Amazon was ONLY selling books. Issues like sustainability, marriage equality, and social justice did not command the front pages of the news – or should we say, the top of our news feed. But even before topics like these were mainstream, Octane has always been a catalyst for culture-shifting issues, and creatively communicating their importance to the public. 

For more than two decades, we have tackled tough issues such as HIV/AIDS, an epidemic that hit home especially hard for us as part of the Washington D.C. community, as well as maternal and infant health, alcohol use among teens, and children’s mental health. 

As we have engaged people and communities, we have also connected them to valuable information about energy and sustainability, increased participation in the U.S. census and elevated voices to speak out about Washington, D.C. becoming the 51st state. Families and communities are now using information to create “good” and become activists across the globe. Thus, we believe it is the right time to introduceOctane Culture and Action Octane’s new brand identity.

The logo displays the intersection of culture and action, the premise of Octane, and our strategic approach. The primary visual is the fingerprint, which represents the lasting impact that Octane leaves on all of our work, and recognizes that humanity and our community are at our core. Like the uniqueness of each fingerprint, our communications solutions are personalized for each client based on their distinctive background, perspective, and goals.

Check out our website to receive the latest updates about our brand, client projects, and transformative communications solutions! Also, be sure to connect with us on social media, and follow our new Instagram page!

The Verdict in the Murder Trial of Derek Chauvin: Key Ways to Prepare Your Organization for the Outcome

George Floyd, left, Derek Chauvin, right
Source: ESSENCE – George Floyd, left, Derek Chauvin, right

Jury deliberations in the trial of former Minneapolis police officer Derek Chauvin continue today. Regardless of the verdict, many believe that this is yet another incident of police brutality and systemic racism, that resulted in the tragic death of an unarmed black man.

It’s important to be prepared to support your employees during this time. After the final verdict is issued, individuals in your organization may require unbiased emotional and mental health support. Here are some key ways to prepare your organization for the outcome: 

  1. Draft an internal memo, in advance of the verdict, that displays empathy and provides details for internal and external resources such as mental health/trauma counseling.
  2. Develop an external communications strategy to implement if necessary. Use social media to state your company’s position (if any), sympathy for the Floyd family and support for your company’s values of Diversity, Equity & Inclusion.
  3. Utilize the leaders of Employee Resource Groups to send additional communications and to provide forums for conversation and support.
  4. If you have returned to an in-person work environment, designate safe place locations throughout the office where staff may have private discussions with each other or mental health counseling professionals.
  5. Allow staff to use paid time off during work hours for confidential and personal appointments.
  6. Collaborate with the Human Resources team to host employee support groups.

All staff must be aware that specific words and/or actions may provoke an emotional or angry response.  Everyone is encouraged to use courteous and encouraging language and exhibit their natural supportive demeanor while engaging with each other. Staff must also be respectful of individuals that choose not to engage in discussions about the final verdict. 

We are hopeful that the outcome of this controversial case will motivate staff to embrace one another for who we all are. Social equity is essential to the betterment of our organizations and the global community.