DAY CPM evolves into Otak CPM, Comprehensive Project Management
January, 2022
In 2017, DAY CPM joined forces with Otak to bring its expertise to Otak’s clients and expand its brand of owner’s representation and project management services. Thanks to the acquisition, Otak was immediately able to provide a more complete set of offerings to our clients.
Building a Legacy and Looking Forward
Having Mike Day, the founder and head of DAY CPM, join the leadership of Otak brought more than his role as a well-known leader in the field. The dynamic “DNA” of DAY CPM that grew under Mike continued with the talented teams he put together, demonstrated by the distinguished position DAY CPM garnered across Oregon before coming into the fold. For Otak, DAY CPM was a key part of providing all services to all clients, in every geography. Understanding this vision is crucial and now the time is right for DAY CPM to think bigger and expand its reach beyond Oregon.
Considering the aspirations, the leadership decided it was time to formally change their name and with the help of staff rebranded to answer this new call to adventure. Going forward, DAY CPM will now be known as Otak CPM, Comprehensive Project Management.
The Cause Behind the Change
The purpose of this rebrand is twofold. First, it allows the former DAY CPM brand to continue to help clients realize their vision and serve their mission by becoming closer to Otak to leverage local resources to expand that mission. Second, it will help build owner’s representative capability across Otak and offer the premium service to all clients. With the name change, the company will be able to extend that local reputation it worked so hard to achieve to a greater number of clients— allowing us to achieve our vision for project delivery anywhere.
Change by Listening to Staff
Woven deeply in our DAY legacy is listening intensely to find the best path forward; likewise, the rebranding process was both comprehensive and inclusive. Many DAY staff members participated, sharing their thoughts and insights through interviews and a series of listening sessions. After hearing their shared experiences, it became clear that “CPM” is not an abbreviation that is understood in the industry, yet it is central to the service we provide. The team determined that the new Otak CPM brand mark should define it–Comprehensive Project Management—to raise awareness about Otak CPM’s approach to delivering projects and especially owner’s representation.
A Fresh Outlook
The team’s input proved to be invaluable, especially when it came to defining the benefits we bring to clients— that special DAY CPM “DNA.” Their thoughtful discussions have resulted in a new purpose statement for Otak CPM, which supports the Otak “Why,” and describes the practices’ vision and unique place within the organization:
“To transform the client experience as a trusted partner, sharing leadership, expertise, counsel, and creativity to realize our clients’ vision and serve their mission.”
With this freshly laid purpose, a set of brand values emerged that, tested in practice and steeped in years of experience, forms the foundation for how Otak CPM teams will approach their work and provide the level of service they’ve become known for. A renewed commitment to proven values that are formally recognized:
- Integrity – honest, ethical, respectful
- Authentic – genuine, reliable, original
- Exceptional – proactive, accountable, courageous
- Creative – solutions-oriented, innovative, nimble
- Collaborative – partnership, cooperative, inclusive
Together, these attributes are the heart of the Otak CPM brand and organization. They are firmly aligned with the whole of Otak, and yet especially significant to the Otak CPM staff and leadership to ground all actions, business decisions and communications, now and in the years to come.
With the new CPM brand, the Otak will become stronger and more valuable as we continue to grow the company and differentiate ourselves from our competitors.