Otto Brand Lab recommended a strategy designed to appeal to the strategic buyer by elevating both the messaging and the visual language to create a new category of intelligence. Measure had to come across as a forward-thinking partner with the data acquisition experts, scalable solutions and transformative intelligence able to allow customers to make the hidden obvious and deliver critical information at the speed required to amplify economic performance, ease of business and quality of life.
The new positioning was expressed around a new brand line: intelligence in motion.
Messaging Platform:
We then went through a comprehensive corporate identity redesign process. As is typical on OTTO’s identity design projects, we included an application study, showing how the new identity would be applied to several relevant touchpoints for the company.
The new visual identity was aimed at expressing an organization that is confident, expert, smart and agile.
Graphic System:
Working with their existing photo library and stock imagery, OTTO created a system of “engineering” overlays of lines and shapes that dynamically generate as you interact with them. This not only created a solution that the client could maintain it positioned the brand as a premium technology leader.
Website:
We placed extra focus on the website in the applications exercise because that would be the most important touchpoint for the organization as we took the new brand to market.
Measure’s website was already on the HubSpot platform when the company connected with OTTO, but it was not utilizing the robust platform anywhere close to its potential. We needed to completely re-architect the new site in order to optimize it for lead generation and sales enablement.
Measure knew that it was not taking advantage of the potential of inbound marketing methodology and HubSpot’s advanced capabilities, so our deep expertise in those areas were critical to helping the organization realize its growth goals.
