Otis

Brand strategy + concepts

Otis, the company that brought us the elevator back in the 1850s, came to us to help us take their iconic legacy brand into the 21st century (while smartly paying homage to their historical significance and presence in some of the world's most important buildings). 

We strategically focused first on digging into Otis' true north (what we call the Passionate Purpose), which then led to branding concepts, guidelines, and, ultimately, a new Otis. My role in this exercise was strategic and creative at once, helping to bridge the gap and direct initial concepts while finding ways that each concept's strengths ended up in the final look & feel. 

My roles: Concepting, art direction, copywriting

Reinventing the way you move through a connected world

Initial concepts took the “passionate purpose” about moving through our connected world and leveraged the 'upward mobility' aspect of the brand. Other concepts played with patterns in a more modern way to give the sense of movement. 

Page with images and text about architecture and construction. The right side features a yellow poster with a skyscraper image, the words 'RISE UP' in red, and additional placeholder text. The left side has a block of yellow background text about design and architecture, and a row of color swatches and images of buildings and design materials at the bottom.
A collage of urban-themed graphics with text. The main poster features a cityscape with tall buildings and the words "Change your view" in white. A person looking through binoculars at the skyline is at the bottom. The background colors are blue, pink, and purple hues. There is also smaller images with similar cityscapes, a color palette, and a block of blue text describing the perspective change through an elevator.
A split image of a man; the left side is overlaid with a yellowish filter and text that reads 'We put people at the center of everything we do.' The right side shows the man in focus, wearing a blue shirt with the OTIS logo, smiling slightly. There i
A woman with brown hair and a light-colored blouse standing in a modern indoor setting, with a design overlay that includes the text 'We are creating a more personal, connected world' and the Otis logo with the tagline 'Made to move you'.
A professional portrait of a smiling gray-haired man with glasses, wearing a navy suit and light shirt, with a pink overlay on the left side containing bold text. The text reads: "We are reliable, smart, and focused on the future." The logo and tagli
A split image of an Asian man wearing a white safety helmet and a blue jacket. The left side of the image is in black and white with text overlayed that reads, 'We roll up our sleeves to get it done.' The right side of the image is in color and shows

Our final direction took bits and pieces from at least three concepts to create an inspirational, strong, and modern look & feel. 

A multi-page brochure or presentation featuring a cityscape of New York, including the Empire State Building, with sections on brand story, design elements, photography, and colors, using a color palette of dark blue, pink, and neutral tones.
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