M2 Aerials | Vision in Motion
SCOPE
How do you enable a B2B technology company to position its division in the visual entertainment industry and appeal to consumer brands and broadcasters?
BRAND
M2 Aerials is a division of Measure, a drone-based technology provider of insights and analytics to the energy, transportation and telecom providers. Unlike Measure, M2 Aerials specializes in high-quality, drone-based cinematography for the entertainment sector. As a division of Measure, the company was struggling to penetrate the entertainment industry. In spite of having Emmy Award-winning drone operators, its messaging and image was not appealing to buyers at consumer brands, broadcasters and movie production companies.
POSITIONING
OTTO stepped in and created a messaging platform, a visual identity and a website better aligned with targeted audiences. We also added the word Aerials to M2 to clearly identify the focus of the company and add contextual meaning to M2. The tagline “vision in motion” positions M2 Aerials as a partner with the expertise, creativity and flexibility required to make producers’ visions into a reality.
STRATEGY
- Brand Positioning
- Tagline
- User Experience Mapping and Development
- Content Strategy
DESIGN
- Brand Voice
- Brand Identity
- Website
ACTIVATION
- Digital & Website
- Sales Engagement
The M2 brands exists in the extremely visual markets of entertainment, fashion and live events. These markets not only count on reliability, they demand creativity. The M2 brand is combination of both, with the scientific quality (NASA) and the digital flexibility necessary in these image-based market.
Flexibility is built into the brand, so the materials and promotions can cater to the market we are focusing on from Art Basel to BMW.
M2 has clients who demand a unique combination of science and art, requiring technical precision as well as outside-of-the-box thinking. The website is built on the same premise. It is a highly functional technical and marketing tool with dynamic flourishes throughout.
A mobile-first design, the M2 website enables clients, partners and employees to access critical information quickly and efficiently anywhere, anytime.
Challenge
M2 Aerials is a division of Measure, a drone-based technology provider of insights and analytics to the energy, transportation and telecom providers. Unlike Measure, M2 Aerials specializes in high-quality, drone-based cinematography for the entertainment sector. As a division of Measure, the company was struggling to penetrate the entertainment industry. In spite of having Emmy Award-winning drone operators, its messaging and image was not appealing to buyers at consumer brands, broadcasters and movie production companies. While the existing website focused on showcasing drone technology and technical features, buyers were interested in applied knowledge and case studies that showed the expertise of the company.
Strategy
OTTO stepped in and created a messaging platform, a visual identity and a website better aligned with targeted audiences. We also added the word Aerials to M2 to clearly identify the focus of the company and add contextual meaning to M2. The tagline “Visions in Motion” positions M2 Aerials as partner with the expertise, creativity and flexibility required to turn producers’ visions into a reality. M2 Aerials has drone-based cinematography and deep expertise necessary to create exciting and memorable immersive visual experiences.
Outcome
As a result of the switch, M2 Aerials was able to attract new clients, closing deals with BMW, Cartier, Prada and Coach, to mention a few.
