About Opiniion
Opiniion is an AI-powered resident experience platform built for multifamily property management. Founded in 2017 and headquartered in Lehi, Utah, the company helps property managers and owners consolidate resident feedback, manage online reputation, and act on resident sentiment across the full lifecycle — from tour to move-out. Opiniion is used by major property management companies that operate multifamily, student housing, and senior living communities.
The Challenge
As a smaller player in the reputation management category, Opiniion sought to stand out in a crowded market, incorporate a recent acquisition, and position itself for the future vision of its new leadership team. The team sought a brand that could carry a sharper, more confident position in an increasingly crowded reputation-management and resident-experience category.
At the same time, the existing visual identity had fallen behind. The brandmark and core teal color still had equity, but the surrounding creative system — site design, imagery, layout, overall polish — no longer held up next to newer, better-funded competitors. Opiniion had a strong product and a growing customer base, but a brand presentation that undersold both.
The Solution
YMC led a full brand review spanning both language and visuals. This review included deep competitive research, internal discussions with functional teams, customer and prospect surveys, and digital performance review to determine the best brand direction for Opiniion based on market need and internal strategy. Early concepts explored a new logo direction, but the decision was ultimately made to retain the existing brandmark and signature teal as the foundation — focusing the redesign on modernizing everything around it rather than replacing it. That shift meant differentiating Opiniion from competitors leaning on similar visual and messaging conventions without the reset a new mark would have required.
The engagement covered three areas:
- Positioning & Messaging — A refreshed brand narrative and messaging framework designed to differentiate Opiniion from competitors making similar claims, built around the company’s chosen goal of providing clarity through data.
- Visual Identity — An updated creative system — color application, typography, iconography, imagery style, and layout conventions — that preserved the existing brandmark and teal while modernizing the delivery and presenting a human face in a category dominated by colder, AI-forward visuals.
- Website — A full website redesign and WordPress development build, translating the refreshed brand system into Opiniion’s primary marketing and lead-generation channel.
“YMC didn’t hand us a new logo — they gave us a sharper way to say who we already were. The result is a brand that finally sounds and looks like how our team already talks about Opiniion, and prospects notice the difference before we even open our mouths in a room. Internally, it’s given everyone from sales to support a shared way to talk about who we are.”
Travis Brown
Chief Customer Experience Officer, Opiniion
The Outcome
The relaunch debuted at the 2026 Apartment Innovation and Marketing Conference with a speaking session from Opiniion’s CEO, supported by heavy social and email promotion. The new messaging resonated with Opiniion’s team, and the revised creative was well received by customers and partners in the space.
Comparing May 10–June 30, 2026 (post-launch) to March 15–April 30, 2026 (pre-launch), the new site drove measurable gains across traffic and conversion:
- 28% increase in total visitors
- 78% increase in total events
- 71% increase in visits to the demo request form
- 16% increase in direct traffic
- 15% increase in overall engagement time
- 6% increase in organic search traffic