OTTO is a creative agency committed to delivering unique branded communications and strategic, design-focused solutions.

Huawei

Evolve Huawei from a "Chinese Telecom Infrastructure Provider" to a "Leading North American Global Technology Brand".

Faster to the Future

North American Brand Evaluation/Study / Brand Strategy (3-Year Road Map) / Brand Positioning / Creative Platform / Brand Messaging / Image Library / National Advertising Campaign / B2B Advertising / Digital Brand Integration / Olympic TV Commercials / Corporate Sustainability Video & Campaign

| Project Scope

Brand Positioning

We developed the brand position "Faster to the Future" with a three-pronged strategy that highlights Huawei's state of the art technology, fueled by their unprecedented investment in R&D.

National Ad Campaign
Huawei's technology was born in the digital age. To start the conversation with the American public, we focused on the future by highlighting young people's dreams through the lofty dreams of great Americans.

Three Phase Plan
We created a three year plan to introduce Huawei to the American public.

Olympics Commercial

OTTO conceived, wrote, storyboarded, and oversaw the creation of three commercials for the summer Olympics, highlighting Huawei’s real-time connected products.

Global CSR Brand

Highlighting the company’s commitment to helping people around the world, we created a global CSR video.

The Issue

Saying you are the largest telecom company in the world doesn’t register with people when they can’t hear you speak. Huawei Technologies is the world’s largest provider of telecommunications technologies and China’s second largest privately held corporation. With a vision “To enrich life through communication,” Huawei has earned a reputation as one of the most dynamic, fastest growing, innovative global technology companies today, but in America, they had no voice. Huawei commissioned OTTO Brand Lab (OTTO) in collaboration with BrandingBusiness (BB) to help introduce the brand to the North American market. OTTO worked with the executive team at Huawei to evaluate brand opportunities and assist with developing Huawei’s overall brand strategy, positioning, and creative approach. 

The Strategy

As many technology companies begin to create and manage their brands, the first instinct is to talk about the technology. Industry jargon tends to take precedent over the bigger picture and brand promise. For Huawei, we conducted a North American brand evaluation study using BB’s Brand Performance Platform, and we developed a brand promise and creative driver that embodies the existence of “what’s possible” when you dream of the future and deliver on reality. The new brand positioning campaign “Faster to the Future” was introduced through an updated digital experience in the North American market, full page ads in the Wall Street Journal, and TV commercials created to introduce the brand during the Olympic games.

The Outcome

The opportunities identified by our research have become the core focus for Huawei in North America. The new brand positioning campaign “Faster to the Future” was introduced through an updated digital experience in the North American market, full page ads in the Wall Street Journal and TV commercials created to introduce the brand during the Olympic games with an integrated social responsibility campaign.

International Paper

A high-tech creative approach that stunned the marketplace and redefined how value is measured in the world of digital paper.

Set Your Ideas Free

Brand Positioning / Advertising / Marketing / Messaging / CGI / Augmented Reality / Exhibit Design

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Computer Generated Imagery (CGI)

To drive home the cutting-edge technology behind International Paper's digital suite of paper, OTTO created CGI that visualizes a designer’s imagination. As the designer leaps from her computer screen portal onto a pile of papers that blow into steps, she soars through a window on a single sheet, watching as the papers transform into butterflies. She holds on tight and flies through the universe, the butterflies disperse, she wishes upon a star, all leading back to her dream. Take a close look, even the bed "sheets" are paper.

From sketch to interactive CGI, this concept takes you on a transformative adventure where anything a designer can dream of can be achieved using International Paper.

Form and function were key to help users easily find information for all product lines in the right side of the book, while designers can imagine possibilities in the left side of the book. The middle reveals a panoramic view of the full image, allowing users to explore and interact from one scene to the next.

Augmented Reality (AR)

As you hover over, watch as print comes to life in each scene of the illustration, launching an experience on your device activated through Augmented Reality: a behind-the-scenes video, an animation that brings the butterflies to life, a video that takes you through the steps involved in creating CGI, and lastly, a hidden poem in the book.

Fly the Butterfly — below
Activated by the cover image, watch as a butterfly tears away and lifts from a piece of paper, then flies through the air controlled by the user.

Print & Digital Advertising

We created ads to get people to visit the booth or contact the client. Using the initial “chalk” renderings, we provided a glimpse of what was to come while presenting the brand as high-tech. Then we made a flip book, animating the process from start to finish.

Interactive Exhibit — below

Under a giant scroll of paper, this exhibit announced International Paper’s digital paper suite. Visitors were surrounded by origami paper stars hanging down as they walked next to a curved large format display of a paper dream world. The play between physical and digital was the heart of the exhibit, which also featured an interactive bar with iPads. Visitors could explore hidden activities triggered by elements within the image or recharge their devices and watch a short film on the making of CGI.

The Issue

Help an industry leader demonstrate how their huge R&D investment has transformed their digital paper products into the best overall value in the industry.

International Paper (IP) spent significant resources to develop a superior suite of digital papers. Despite strong market pressure to rush product to market, they worked to perfect their products and even tested them extensively in the field before releasing them. The challenge they faced was overcoming the misperception that IP was sluggish while demonstrating that developing superior quality products takes time..

This was our time to shine…

The Strategy

  • Develop a branded system of parts—words, assets—to create maximum impact and to utilize across all customer touch-points.
  • Be transparent.
  • Use the true story to our advantage—we took time to make it the best we possibly could.
  • Push the science behind the paper—the art and science of paper.
  • Create something that causes a sea change in the perception of the IP brand.
  • Demonstrate how good the product really is.

The Outcome

Backed by killer imagery, strong messaging, and a tight, integrated suite of materials, this program raised the profile of International Paper’s digital brands while helping them redefine the conversation around value in the digital paper marketplace—a crucial point because digital printing is driven by efficiency.

We created materials that provide a long-term benefit by really pushing the products and demonstrating that they perform as well or better than anything on the market. As far as production goes, we did all of the things you are not supposed to be able to do to prove that this paper can perform at the highest level.

Brick Works

Creating a B2B brand for a truly creative company without sucking the fun out of it!

Custom Bricks Made To Order

Brand Strategy / Brand Positioning / Brand Development / Tagline / Messaging / Marketing / Digital / Packaging

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Direct Marketing

Brick Works is so fun and unique. We knew if we got the product into people's hands, they would love it. Craft is a huge part of the brand. We created an industrial feel by producing the promo on a letterpress. Housed within a custom pouch, you receive a custom Brickworks character that is adhered to a board with the brand promise, “Promote your organization without sucking the fun out of it!”

We developed an identity based on the idea of a creative factory, a place where fun is made. We designed a pattern to represent the building blocks of the brand and the endless customizable opportunities. We even printed business cards on heavy weight stock to capture the brand’s balance of sophistication, industrial and punk, all at the same time.

Buttons

In the spirit of the punk movement, we used inexpensive materials for maximum impact—from photo copied exhibits, to graphic black and white buttons.

Website

A purposely stripped-down mobile-first website enables viewers to find out what’s new and quickly make a connection.

The Issue

To help a wildly creative business break into the B2B event marketing business. The founder is an artist who felt that creativity, collaboration and punk were all at the core of the product. He wanted us to help the business “appear professional without sucking the life out of it”.

The Strategy

  • Learn about the competition, do the opposite.
  • Develop a simple, yet clear brand position that anyone can remember.
  • Educate to our young members the history, philosophy and graphic language of punk.
  • Embrace low cost means as a powerful tool to create maximum impact.
  • Make the system easy-to-use and reproduce.
  • Make it graphic, say it loudly, make it fun.

The Outcome

When you are dealing with decision makers, sometimes projects with limited budgets can be most rewarding. This was that type of project. With a creative client who possesses a deep commitment to craft and quality, all of the core strategies behind the brand were embraced, adopted and exploded. The brand demands attention, slyly knowing that the product will live up to it with an edge and a smile.

We created a brand that is irreverent and constructive, industrial and sophisticated and most importantly, one that represents the company without sucking the life out of it!

DV NYC

DV4 is a joint effort between OTTO and dcc, celebrating the power of design and visual communication. We called on an incredibly varied and talented group of photographers, art directors and print craftsmen to document these experiences.

From Sensation to Sustenance

Conceived / Edited / Directed / Designed / Written / Produced / Prepared & Printed by OTTO and dcc

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Visual Storytellers

We’ve asked some of New York's most accomplished visual storytellers to spend the last year exploring and documenting who, what, where, and how the people of New York relate to food. In this limited edition box set, we take you on 8 related journeys—a tour of NYC culinary stories and experiences.

From Sustenance to Sensation

Dv4’s edition, From Sustenance to Sensation, celebrates the vibrant and vital aspect of NYC culture. It’s about the people who make our city. It’s about the worlds they inhabit: from taco trucks, to soul food joints, to the high altars of the art of crafting a fine dining experience. It’s about sustenance—more than just a meal, it’s the people you share it with. It’s about that special grandmother’s recipe passed down and shared from every corner of the globe. It’s about different traditions coming together while some of the best chefs in the world work to perfect their art and deliver new and better sensations.

To view more, explore the DV archive.

www.dvnyc.com

DCC

Twenty-first century craftsmen.

Digital Color Concepts

Positioning / Brand / Website Architecture & Design / Marketing & Promotion

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Tell Your Story and Stop

It helps to have a visual client that appreciates good writing.

Being Remembered

Whether it is a striking image, a branded store, a printed catalogue, or a delivery van driving by, when you come in contact with dcc, we want you to remember it.

The Issue

Although dcc has two distinct businesses, color retouching and print, the organization has one common cause—to help clients communicate effectively and at the highest level. The key is to help the varying audiences they serve understand how the company’s practices integrate seamlessly to create impactful, branded experiences.

The Strategy

Highlight this privately owned company’s unwavering commitment to quality and client success. Create opportunities for people to engage with the many services dcc provides. Bring out the personality of the organization. Speak with humor and confidence.

The Outcome

The dcc brand is like no other. When the printing industry was shrinking, the company expanded in digital media. As one of the most knowledgable and agile companies in the industry, dcc’s team is backed by approachable people who know what good is and care about quality.

SL Green

It Happens Here!

SL Green Fifteenth Anniversary, Investor Communication

Concept / Design / Illustration / Art Direction / Content Strategy / Research / Writing / Production

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From Location to Destination

Featuring original photography by Jason Schmidt, these pages were printed on short-sheets that reveal historic images shot from the same vantage point—a very jarring before and after.

A Crystal Clear Strategy

Featuring transparent map pages that explain the companies multiple business and how they fit together around the NYC cultural and transportation hubs.

The Next NY

A section focused on the future of NYC, that was researched, written, edited and illustrated by OTTO NY.

The Issue
After fifteen years, listed on the NYSE, SL Green has grown to be New York City’s largest commercial real estate owner. How do we create a communication strategy that celebrates SLGreen’s accomplishments, while looking forward to a future of growth? How do we create a message that resonates with all stakeholders? How do we tell a story that works across all media?

The Strategy
Create a memorable story about SL Green that communicates a fundamental strategy that has lead  the company from a small IPO to NYC’s largest commercial real estate owner. Tell a visual as well as verbal story—the story of a company that has grown from the side streets to the avenues.

The Outcome
A focused message based on SL Green’s core strategy of buying properties close to the City’s transportation hubs—which just happen to be the cities most desirable corporate and retail locations.

“It” Happens Here
This is a theme that gets at the core of the SL Green message: Our investment strategy does not falter — it’s built around location and convenience. And we have been on target, again and again. We are New York real estate —a dominant presence at the heart of where people and businesses intersect.

While elevating “It” to be an active word:
In the world of real estate, New York City is where it happens…and, in the NYC real estate market, SL Green is it.

For the print annual report we utilized two core aspects of the print experience:
1.) You can—to a certain degree—control the user experience
2.) Use the physical nature of print to engage and inform the reader

The result is a book that uses good story telling as a vehicle to carry a consistent, engaging message through a variety of “print-interactive” chapters.

GE

Imagine a financial site that is engaging, informative and accessible anywhere, on any device. We did.

GE Energy Financial Services

Strategy / Site Architecture / UX / Branding / Design / Content Strategy & Management / Writing / Illustration / Development

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Mobile Access

From desktop to smart phone, the GE EFS site allows users to take a quick view or in-depth analysis of any project in the GE EFS pipeline.

A Seamless Branded Experience

http://geenergyfinancialservices.com
communicates efficiently, taking advantage
of the opportunities each digital
device provides.

The Issue
Although GE has a large corporate presence online—over 1,000 sites—the GE Energy Financial Services (GE EFS) site had fallen behind. Equally challenging, was knowing what brand standards to use in the online environment, as the guidelines are widely open for interpretation.

GE EFS needed a site that provided an inviting gateway into GE Energy Financial Services, consistent with the GE and GE Capital template system. The site had to showcase the projects and companies in which GE EFS has invested, to attract and inspire new customers. Most importantly the project needed to explain the value GE EFS provides: deep industry knowledge, expertise, tremendous breadth and the ability to help clients reach their goals with unexpected solutions. It was equally important to erase lingering misconceptions about GE EFS: that it is too expensive and difficult to work with.

The Strategy
• Analyze the GE web universe and develop a branded template system that ties
GE EFS to other GE businesses,  while looking towards the future, not the past.

• Rethink the content from the ground up. Questioning everything and only keeping
what is truly useful—the process ran from card-sorting to full feature development.

• Develop a new user-centric architecture by understanding their needs.

The Outcome
A user-centric design that engages visitors through value-focused, customer-centric content. One of only four responsive sites at GE, the GE EFS design allows current and potential customers to view the most important information at-a-glance, with the ability to do a deep dive at their fingertips—on any device, anywhere.

Additionally, we developed an editorial calendar that allows the site to capture trends and needs from the market and customer environments, then demonstrate how GE EFS can help customers and partners achieve their goals.

Nike

Passion and performance combine to help Nike unify a nation.

Nike U.S. Soccer

Strategic Planning / Image Creation / Messaging / Retail Experience VC

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Capturing Icons

Whether in a Performance or a Celebration moment, these soccer legends help to create an iconic moment of unity.

Cool and Illuminating

Originally conceived as a tool for explaining laser cooled technology, light became a theme that highlights the game experience as well as Nike's technological benefits.

Dramatic and Flexible

Depending on factors such as budget, square footage and benefit focus, OTTO created a flexible, branded system for a variety of Nike partners.

Highlighting Benefits

Nike U.S. Soccer jerseys are 100% recycled and still breathing.

S, M, L, XL

OTTO created a system for Nike that doesn’t sacrifice impact for budget. From a fully illuminated exhibit to a U.S. Soccer team, autographed jersey display.

The Issue
For the first time in history, both the Women’s and Men’s U.S. Soccer Teams are wearing the same uniforms. Nike needed to create a Visual Concept for retail partners that celebrates this historical moment and showcases the industry-leading technology woven into every uniform.

The Strategy
The visual theme OTTO created is based on two emotions: Performance and Celebration. We selected three athletes from each team—the link being that each member plays the same position as their male or female counterpart. By choosing poses that captured the proper emotion, we juxtaposed images of star athletes Alex Morgan and Clint Dempsey, Abby Wambach and Landon Donovan, and Hope Solo and Tim Howard creating a moment of unity.

To highlight Nike’s “Laser cooled technology” used in the design of the jerseys, we collaborated with HappyFinish, happyfinish.com, to create images with light beams emanating from these icons of the game.

Light was also key component of the display system. Echoing the “lasers” in the imagery, we designed a light system that radiates from the product, helps to draw in visitors from a distance and highlights Nike’s innovative cooling technology.

OTTO took a “toolbox” approach which allows the system to scale to any size or shape.

The Outcome
Having created the overriding concept of Unity, OTTO NY was able to help Nike develop a flexible system that can transform a grand room, as well as energize a small space. A marquee image system combined with a flexible retail toolbox, helped  OTTO and Nike deliver a retail marketing system that can provide presence and core benefit messaging in any environment.

The end result is a high-impact brand experience that highlights the key features of Nike’s innovative technology. OTTO developed and designed a branded system that works at the Attract, Engage and Execution levels of the sales experience, enabling any partner to easily implement the Nike brand concept.

BASF

To excite grade-schoolers about the science of chemistry, we created the character, "MorpH", who changes form, reflecting the vast array of scientific possibilities.

Science Academy

Positioning / Naming / Branding / Marketing

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Kids Lab

"Kids Lab" is a program sponsored by BASF, that introduces children ages four to twelve, to the world of science. The program is comprised of simple, hands-on experiments designed to excite kids about the practical science that happens all around them. The identity achieved the goal of being credible and approachable.

Science Academy

"Science Academy" is a sister program to "Kid's Lab", targeted at high school and freshman level college students. With an older target audience, the look and feel of the program needed to be more serious, as these are kids who are considering a career in chemistry. Key elements such as typeface and the beaker icon, were used for the Kid's Lab and the Science Academy to tie the two programs together.

MorpH

As noted earlier, one of the key aspects of MorpH, is his ability to change shape and color. The character makes science friendly, while explaining the fundamentals of surface and materials science.

As with all of our projects, we dive into the problem and try to create concepts rather than executions. Yes, we still use paper and yes, we share ideas. It is important that all of our concepts can grow and expand. Ideas travel fast. We believe that a sketch has the ability to grow into something amazing. Before we put mouse to mac, we put ideas to the test.

Citizen Stock

Citizen Stock is the first stock photo agency devoted solely to portraiture of "real people". We created a brand that captures the spirit of the portrait itself. Smile! The Citizen Stock positioning is the cornerstone of the brand. The key attributes above, define the brand culture.

Fake People Suck

Positioning / Branding / Tagline / User Interface / Website / Marketing

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Citizen Stock Smile

A SMILE speaks a thousand words. The most fundamental word for a portrait, became the foundation for our brand. Simple, smart, sophisticated.

Marketing Initiative

To promote marketing initiatives, we created a feature box that draws users into the key content areas. By balancing the homepage elements, we were able to create a dynamic promotional device that doesn’t compete with our main focus, the portraits.

Website

The Citizen Stock website is the consumer’s primary connection with the brand. Because of the founders’ commitment to photography as an art, we worked hard to feature portraits as the centerpiece of the site itself. We see the user as our partner; their experience is the Citizen brand experience.

Key Words

Nothing beats a shirt! All of our promotions are built around the fundamental idea of an image search. We used the concept of “key words” to highlight the “real” photography featured on the site. By combining unique combinations of attributes, you get unexpected results.

Social Media

Unfortunately, just because a site is built, does not mean that an audience will come. To promote the Citizen site, we created a complete social media campaign. We utilized push-emails (above) along with Tweets, Facebook and press coverage to bring the site to the attention of our target audiences.

Curtis Institute of Music

Helping to extend a 100-year legacy well into the future, we realized the new Curtis brand and established a voice for the 21st Century.

Where Legends Begin

Positioning / Branding / Tagline / User Interface / Website / Marketing

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Identity System

In this day and age, the primary focus of any identity is the digital environment. To bring the brand to life, we created three animation sequences from the Curtis identity system. Each sequence is unique to the mark it represents.

Tagline

Creating a tagline that captures 100 years of talent was a daunting task. From Leonard Bernstein to Lang Lang, future masters of classical music have once-in-a-lifetime musical exchanges at Curtis.

Curtis.edu

Curtis.edu serves many audiences: Students, Alumni , Donors, Patrons and the general public. We took this challenge as an opportunity to create a site that set Curtis apart from all other Classical Music schools, capturing the mastery and spirit of the school, while making the site deep and easy to use.

The Students

The students are the heart of the school. To truly capture the brand, it was important to represent the magic that happens inside the school. With the help of photographer David Katzenstein, we directed on-site photo shoots as witness to the magical exchange between the students and their teachers.

The Curtis brand consists of a series of six musical “C’s”. The focus on the first letter of the Curtis name helps the organization to raise awareness. The full system is bold and refined, helping the organization to be remembered and to cement their place as a cornerstone of music education.

HP

Engaging and Viral.

Hewlett Packard MCF Videos

Strategy / Planning / Direction / Writing / Design / Editing

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HP Is Selling More Than Equipment

For the launch of HP MCF, we focused on knowledge and experience as the key value the organization provides. It is the combination of smart people and state-of-the-art technology that make HP an industry leading partner.

The Issue
After the acquisition of EYP, HP needed help explaining this new business, how it integrates with their existing services and the benefits of the company’s end-to-end Mission Critical solutions.

The Strategy
Companies that run mission critical facilities have zero margin for error. Consumers won’t accept the loss of phone service or a lost package from an online retailer. These facilities operate 24/7. What if you had a partner that took your worries away? What if nothing unusual happened today?

OTTO’s approach was to highlight the depth and knowledge that HP brings to mission critical thinking. From key operating capacity to energy conservation, HP has a complete set of end-to-end solutions, with a deep focus on R & D.

The Outcome
A series of videos and websites that demonstrate the breadth and depth of HP’s, MCF (Mission Critical Facility) capabilities. Executed in an understandable, down-to-earth manner these videos engage the viewer in a dynamic series of discussions. Packed with information, the viewer leaves the experience learning a lot, without feeling overwhelmed. This is a company that you can do business with. We solve problems, not just sell product.

 

Revana

Sometimes messages crystalize by need. In the case of Revana, the idea of revenue capture came to life through the brand. When strategy and design align, the visual and verbal possibilities are endless.

Total Alignment

Competitive Analysis / Strategy / Positioning / Naming / Brand Development / Image Library / Print Marketing

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Focal Point

The focal point of the Revana brand is an abstract mark based on the congruence symbol. The symbol serves the dual purpose of forming the letter "E" in the word Revana and connoting financial balance and harmony.

Image System

Increased efficiency, revenue capture and complete systems integration. Rather than show images of happy people working efficiently, OTTO decided to represent the idea of efficiency and harmony through common objects found in the office space. What would happen if everything worked together?

Graphic Language

Based on the fundamental elements of the brand, we were able to build a graphic language that could address the issues Revana customers faced.

The Issue
In the process of addressing its own operational effectiveness and improving revenue capture, Insight Imaging developed a suite of software and services—including clinical and business applications and back-office billing and collections services—to operate its centers more efficiently and profitably. This complete, turnkey solution virtually eliminates the uncertainties, errors and hassles associated with managing an imaging center business. It has added millions of dollars to Insight’s annual revenue that had previously been written off.

The challenge OTTO + RiechesBaird faced was to help our client turn this solution into a tool that would benefit the industry as a whole.

The Strategy
By creating the stand-alone brand—Revana—Insight Imaging is selling this suite of software and services to other imaging centers and/or hospitals—so that they too can benefit from increased revenue capture and operational efficiency.

Revana has the only solution that was created specifically to help imaging centers capture more revenue at every point in their business. By providing visibility of real-time contractual rates and other critical data, we enable imaging centers to collect the right amount, at the right time, from patients and their insurers.

The Outcome
Trying to capture the concept of “peace of mind” from a financial perspective is tricky. What does it mean when business goals and patient needs align? How does a business achieve balance? in the case of Revana we turned to the idea of congruence:

1) In agreement or harmony: institutional and departmental objectives are largely congruent.

2) Geometry (of figures) identical in form; coinciding exactly when superimposed.

The mathematic symbol for congruence became the centerpiece for their identity, as well as the heart of the messaging for their brand and product offering. When all of the pieces work together, everyone wins.

KeepWell

Blended by Nature Created by OTTO.

Nature. Science. Life.

Competitive Analysis / Strategy / Positioning (Corporate & Consumer) / Naming / Brand Development / Language Lexicon / Packaging / Marketing—Online & Print / Image Library / Website / Social Media / E-Commerce & P.O.P Materials

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Science, Nature, Life

Science: Our products are grounded in leading-edge science and were developed by a REAL scientist.

Nature: Our products contain natural ingredients that feed the body and provide strength and energy, as opposed to many of our competitors that simply stimulate the body or provide supplements.

Life: Whether we are helping an ailing patient to gain strength or enabling a consumer to get the nutrients they need, our products are focused on helping people to live more vital lives.

Tagline

Simple and to the point, this line originally read "created by nature, blended through science." We lost, it still works.

Color Spectrum

The variety of color combinations in the marks are based on the natural ingredients in the KeepWell products. Each flavor has a unique logotype taken from the fruits in each flavor.

KeepWell Flavors

With the limited palette of a 6oz. serving, we achieved shelf-presence by designing a bottle that is pure, unique and approachable. Each flavor is represented by a color-coded logotype which differentiates the flavors and helps people to remember the brand name.

KeepWell Website

The KeepWell foods website is friendly, approachable and acts as a resource for people trying to live a healthier life. The blog postings and up-to-date content, allow KeepWell customers to make sound decisions regarding a variety of heath related issues and trends. The look and feel of the site ties back to the core principals behind the brand: science – honest fact-based content; nature – nature based imagery; clean design; life – vitality, humanity.

The Issue
Help “newco” bring the formula for a science-based, nutrition beverage to the life.

The Strategy
We assembled a team of industry experts to help define the opportunity, the purpose and the audience for the product. After thorough industry analysis, the team developed a crawl, walk, run strategy that allowed us to build brand awareness through targeted audience-channels.

Based on 3 founding principals—science, nature, life—we positioned, named and packaged the new company and products as KeepWell foods.

The KeepWell Brand Promise: We have gone to great lengths to make this product as natural as possible and to deliver as many essential nutrients to the consumer as we can, in one convenient packaged serving. Based on this concise promise, we helped the company develop a focused strategy with tremendous growth potential.

The Outcome
The KeepWell name represents a way of life. What started as an idea for a product has now become a lifestyle. Through our positioning, naming and messaging we helped the company capture a brand idea that has people-appeal. We are no longer selling a beverage, we are providing “on-the-go” women and men nature-based and scientifically designed nutrition to stay healthy, active, and engaged in their daily lives. The products can take any form.

Through social media, public outreach and industry events, we have helped the company build market and consumer brand awareness, culminating in the first shipment of product and the planning for the next phase of development and distribution.

7th Generation

Through a clean and focused design, the new seventhgeneration.com retains the communal aspect of the original site, while firmly promoting sales and product engagement.

Learning to Sell Online

User Analysis / Web Strategy / Positioning / Website / Icon Development / Blog / Implement Rewards Program

| Project Scope

The Newsletter

The online newsletter has a true editorial quality, with easy access to past, present and related content.

The Blog

Based on the website design, the 7Gen Blog's clean design, flexible structure and clear features help to engage users and allow them to find the content they wish to connect with.

Icons

To help users find what they are looking for in an efficient manner, we created a system of icons that consistently guide key user functions. Intuitively, these symbols become graphic shortcuts.

The Issue
Seventh Generation is the nation’s leading brand of household and personal care products that help protect human health and the environment. With increased competition, Seventh Generation needed to reaffirm their place as the pioneering-leader in the marketplace.

Due to rising consumer demand for “conscious” products, it was important to communicate that Seventh Generation is a company that genuinely believes in the helping people live healthy lives and to separate the company from brands that are simply jumping on the bandwagon.

The Strategy
The increase in consumer demand has made it less important to explain the need for “conscious” products and focus on what makes Seventh Generation different. Seventhgeneration.com was one of the first consumer websites to build a community around their products and beliefs. The challenge for OTTO NY was to create a site that appeals to the consumers that have helped make 7G successful, while attracting a new broader audience. The site needed to strike the balance between purpose and the selling of product.

Starting with interviews and index cards, OTTO NY rethought the online 7G experience from the ground up with new designs for the website, blog and online newsletter.

The Outcome
OTTO created a user-centric design that enables visitors to find what they are looking for. Today, users can access products, coupons and rewards programs quickly and efficiently. For consumers seeking tips on green cleaning or learning how to support family health, the site has increased the options for networking and education.

The new site has been embraced by both the existing 7G Nation, as well as first time visitors. Special features and offers are served through a design that is fresh, contemporary and easy to navigate. The need to sell product exists in harmony with the want to make a difference.

What to Expect Foundation

Educate and empower moms in need so they can expect healthier pregnancies, safer deliveries and healthier, happier babies.

Moms Helping Moms.

Positioning / Branding / Web Strategy / Design / Content / Strategy / Marketing / Video Production

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Their Story

When we are creating a brand for a non-profit, we know that they will be strapped for resources. For WTEF we created a brand that is flexible and can be used as a graphic language to tell their story helping expand their communications abilities without expanding their budget.

The Issue
The What to Expect Foundation (WTEF) is an organization that took the lessons from the famous book, “What to Expect When you are Expecting”, and rewrote them to meet the tremendous needs of underserved mothers. As the success of the organization and their Baby Basics program grew, so did the confusion surrounding the original book and the self-funded organization.

Do we remove the very name that gives the organization equity?
How do we continue to raise awareness and funds, when people are confused by the relationship between the two entities, the organization and the book?

The Strategy
From the start, we knew we had to define what the foundation was about. We met with Heidi Murkoff, the author of What to Expect When You’re Expecting, to understand her vision of the Foundation. We also met with Lisa Bernstein, the Director of the Foundation and her team, to get a true understanding of the impact the foundation has on peoples lives.

Through this process we learned that we had two distinct audiences: first, donors who were familiar with Heidi’s book; and the second (and primary) audiences, mothers, care givers and government agencies who come to the foundation because of the tremendous success of the Baby Basics program.

The key to getting this right, was to build off of the equity of the world’s number one pregnancy book, while being sure to speak directly to the people who know the foundation for their programs.

The Outcome
We developed a brand position that speaks to the heart of the WTEF offering: Moms Helping Moms. We created a brand that speaks to all moms.

Knowing we had multiple audiences, we developed a site architecture that gets to the heart of what matters most to all parties: the impact the organization has on a mother’s life. We feature first-hand video testimonials of the life-changing impact the organization has had on underserved moms. We feature videos of health care experts, government officials and Hillary Rodham Clinton on her global efforts with the Foundation.

Whether you are giving or in need, when you interact with WTEF, you understand the organization’s purpose. The language speaks directly to each audience whether you are an administrator ordering new materials or taking a class, or a donor who wishes to make sure that their money is going to make a difference.

Holy Apostles Soup Kitchen

Feeding 100,000 People a Week.

From Farm to Tray

Branding / Writing / Illustration / Design / UX / Environmental Design / Marketing

| Project Scope

Gearing Up

Cool giveaways such as the limited edition FFTT apron, made for some happy guests.

Below

Food became edible art.

Wall of Fame

All guest were given the chance to have their picture taken in front of the sponsor wall. This served as a nice memory of the night and fun food for social media. (OTTO NY crew, loud and proud.)

The Issue
The Holy Apostle Soup Kitchen (HASK) feeds over one-hundred thousand people per week. For many, it is their only source for healthy meals. For others, it is the only place where they are treated like human beings. To raise awareness and the funds to help sustain their efforts, OTTO was asked to help HASK plan the From Farm to Tray fundraiser.

The Strategy
In association with Sara Pandolfi, a benefit was planned with some of NYC’s best chefs creating unique meals for guests at the Kitchen. The Theme was called From Farm to Tray (FFT) and featured dishes made from food that was grown within a one-hundred mile radius of NYC.

Playing off of the unique juxtaposition of the Farm and the City, we developed a design theme that we implemented across all materials—including giveaways such as a one-of-a-kind apron, recipes and the chance to discuss cooking (and to be photographed) with some of the city’s most renowned chefs.

Mailings and social media were used to raise awareness for the event and to highlight the impact that HASK has on the community.

The Outcome
We enlightened many.
We helped more.
We reached our financial goals.
We had a great time.
We are doing it again.

URS

In a challenging market, URS was able to show strong and very real results, in Black and White.

URS Annual Report In B&W

Annual Report Concept / Design / Production & Illustrations

| Project Scope

Illustration

When most companies were waiting till next year, URS’ diverse market approach enabled the company to continue to grow. As the saying goes, I’ll believe it when I see it in Black and White. In the case of URS, we visualized their active roster of long-term projects through real stats, accompanied by Black and White illustrations and pared down site photography, presenting honest and straight-forward results.

Black & White

The black and white story of URS is illustrated with high-impact graphics that tell the story in dramatic fashion. Written information is treated just as boldly with call outs, icons and factoids.

The sober and direct design of the URS annual report was welcomed by all stakeholders. The no-frills approach of uncoated stock and the simple B&W representation of projects, enabled the company to demonstrate the success of their strategy in a manner appropriate for the times.

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