Amherst-based digital marketing agency Artist Dynamix announced in late 2025 that it was rebranding, signaling a significant shift in how the company positions its work.
At the time, the agency stopped short of revealing its new name, opting instead to publicly acknowledge that a change was coming.
This week, the agency made that next step official: Artist Dynamix is now operating under the name ‘Owwtreach’.
The announcement follows weeks of deliberate suspense that included a series of LinkedIn posts stating that the company was rebranding, but that the new name would not be shared immediately. According to founder Fungai Tichawangana, that pause had a reason.
“We wanted to give people context before hitting them with a new label,” Tichawangana said. “We teach our clients about storytelling, and this is a demonstration of that.”
A rebrand framed as a journey, not a reveal
Rather than rolling out a traditional rebrand announcement, Tichawangana told followers he would take them “back in time” before introducing the new name.
That journey included stories from Mount Pleasant, Harare, where Tichawangana and friends ran an early agency out of a garage, experimenting with client work long before formal titles or processes existed. He also revisited the computer lab where, in 1998, a friend first introduced him to HTML, an encounter that would eventually shape his career in digital marketing.
The other part of the rebrand is using the name change as a way to teach other businesses how to establish online visibility. As Owwtreach establishes its website and other online collateral, Tichawangana will share the journey on LinkedIn and other platforms.
Why Artist Dynamix changed its name
Artist Dynamix built its reputation on creative digital work, initially focused on creatives. Over time, however, the scope of the work expanded.
The agency increasingly focused on online visibility as a system: how businesses are discovered across search, maps, platforms, and AI tools; how trust is built (or lost) across touchpoints; and how attention translates into real-world economic activity.
According to Tichawangana, the original name began to limit how that work was understood.
“People heard ‘Artist Dynamix’ and assumed creative services,” he said. “Creativity is still core, but the work now lives at the level of systems, infrastructure, and visibility, across different sectors. The name stopped matching the reality.”
The new name, Owwtreach, is intended to reflect that shift toward intentional, long-term digital marketing strategy, outreach, and durable visibility rather than campaign-by-campaign marketing.
In the background, the agency continues to build websites, create content, and deliver search engine optimization services, but will foreground all of this work with frameworks and strategies that Tichawangana has developed over approximately three decades in the industry, serving small businesses and organizations in various countries.
Local roots, broader reach
Despite the name change, the agency emphasized continuity in its local commitments.
Artist Dynamix, now Owwtreach, has focused on work with small businesses, nonprofits, creatives, and community organizations across Western Massachusetts. The business has been heavily involved in initiatives to support local businesses and the cultural ecosystem.
That focus remains unchanged, even as the company expands to work with businesses in other locations, cities, and countries.
“We have been working on frameworks for building whole business ecosystems, using strategic digital marketing,” said Tichawangana. “This includes individual local businesses, shopping malls, cultural districts, tourist destinations, and whole cities. We needed a brand that could carry those frameworks and present them to the world.”
What happens next
The transition will roll out gradually across the company’s website, profiles, and service descriptions. Existing clients are not affected in terms of service or support.
For local businesses watching closely, the rebrand offers a case study in how agencies themselves are adapting to changes in search, AI, and online discovery, and how naming, positioning, and storytelling play a role in that adaptation.
As Tichawangana put it, “A name doesn’t create the work. But the wrong name can get in its way.”
With Owwtreach, the company is betting that alignment matters, especially in a crowded, rapidly changing market.
And what becomes of ‘Artist Dynamix’?
“We won’t kill the name. Artist Dynamix will become the name of an initiative that takes care of all the work that we do with the creative sector,” said Tichawangana. “I’ve discovered that one of the best ways to support artists and creatives is to build strong local business ecosystems. The Artist Dynamix project will connect artists to the work Owwtreach does with businesses.”
CONTRIBUTOR
Inc413 News Team
The Inc413 news team compiles business stories from across Western Massachusetts and beyond. Our primary focus is on stories that have an impact on small businesses, entrepreneurs, and the people they employ.
