Carpenter Technology

SCOPE

Deepening brand relevance and loyalty in a digital world.

BRAND

Hammermill is a one-of-a-kind brand in the paper industry. With a reputation built over more than 100 years in the market, Hammermill lives at the center of a complex ecosystem that touches B2B companies, large retailers such as Amazon and Staples, and the ultimate users of the brand – individual consumers.

POSITIONING

With declining awareness, shifting consumer preferences towards digital applications, and increasing availability of cheap paper brands at large chain stores, Hammermill’s market share was declining. The high quality and the tactile characteristics that Hammermill paper was known for were no longer enough to drive market demand and sustain customer loyalty.

strategy

  • Customer Insight Research
  • Corporate Narrative & Messaging
  • Digital Strategy
  • ESG brand integration
  • User Experience Mapping and Analysis
  • UX/UI

DESIGN

  • Brand Development
  • Brand Voice
  • Content Strategy & Development
  • CGI and Image Library
  • Digital Tools
  • Launch Planning
  • Sales Engagement
  • Website

ACTIVATION

  • Video & Brand Animations
  • Brand-based Marketing Systems
  • Brand Standards & Guidelines
  • Brand Voice
  • CGI
  • Collateral Systems
  • Digital & Website Maintenance
  • ESG Report
  • Work Safe Manual

OTTO Brand Lab created a brand vision for Carpenter Technology so that all
communication is on strategy and speaks in one voice visually and verbally.

Colateral-01
CT_Brochure_Spread_Mockup01
Colateral-02

Paper for Life Hammermill.com core idea we wanted to communicate about Hammermill to their customers: a vibrant brand, connected with people’s aspirations and needs, created for a digital lifestyle, expressive of products scientifically designed to provide optimal performance with today’s printing technologies and digital devices.

Our rebranding effort unified the brand with the companyʼs strategy. Now Carpenter Technology looks like the company that created special alloys for the Mars Rover and the Apple Watch. The Carpenter website is an inbound marketing machine featuring killer tools such as the Alloy Finder, Application Spotlight, Resource Library and Innovation Center. OTTO Brand Lab put all hands on deck to help Carpenter Technology produce the Work Safe Manual. It aligns the whole company from offices to the forge, with safety insights, protocols and tools, as well as industry-leading COVID safety.

The Carpenter website is an inbound marketing machine featuring killer tools such
as the Alloy Finder, Application Spotlight, Resource Library and Innovation Center.
OTTO Brand Lab put all hands on deck to help Carpenter Technology produce the
Work Safe Manual. It aligns the whole company from offices to the forge, with
safety insights, protocols and tools, as well as industry-leading COVID safety

OTTO Brand Lab put all hands on deck to help Carpenter Technology produce the
Work Safe Manual. It aligns the whole company from offices to the forge, with
safety insights, protocols and tools, as well as industry-leading COVID safety
guidelines.

OTTO helped the Carpenter team to develop a sustainability strategy as part of
their brand platform. We created a C-Suite advisory team. Developed a platform
for collecting, measuring and managing ESG communications. We created
sustainability messaging for employees, partners, customers and Wall Street.

Problem

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.

Strategy

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.

Outcome

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.

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