Embed Size (px)
Citation preview
!!!!!!
OTIS ELEVATOR COMPANY!GLOBAL REBRAND!
2!2!confidential © 2016Confidential © 2016!confidential © 2016Confidential © 2016!
160 years ago, Elisha Otis invented the safety elevator—and with that single invention, sent the modern world reaching toward the sky.!
In the century and a half that followed, competitors arrived, the industry became commoditized and that once bold brand fell into the ‘sea of sameness’—everyone looked and sounded the same.!
In 2016, Otis came to iris with one goal—to reinvent the brand that invented the modern skyline. !
REDISCOVERING A LEGACY OF BOLDNESS!
Five brands, zero differentiation
3!3!confidential © 2016Confidential © 2016!confidential © 2016Confidential © 2016!
DEFINING OTIS’ PASSIONATE PURPOSE!To move the brand forward, we first had to look back at the authentic values that helped Otis reach the #1 position in the first place.!
Through internal surveys, external research and discovery sessions with senior Otis leadership, we helped the brand find their core promise.!
“Reinventing the way you move through the connected world.”!
Authentic, yet aspirational—this passionate purpose is Otis’ guiding light for everything they do as a company.!
CONTE
XT CONVICTION
CORE OFFER CHARACTER
We are reliable, smart and focused on the future
We are creating a more personal, connected world
We put people at the center of everything we do
We roll up our sleeves to get it done
PASSIONATE PURPOSE!!
Reinventing the way you move through the connected world.!
4!4!confidential © 2016Confidential © 2016!
From there, the creative rebranding process led to a fresh, audacious visual identity that at once helped Otis stand out from this ‘sea of sameness’ and push the boundaries of how Otis empowered their employees, customers and the 2 billion people they move every single day.!
Everything created for the brand refresh was done so with three goals in mind: !
BOLD | OWNABLE | STRUCTURED!
A BOLD BRAND IS REBORN!
Grifo
Avenir Light
Avenir BookAvenir MediumAvenir Black
Avenir Light Oblique
Avenir Book ObliqueAvenir Medium ObliqueAvenir Black Oblique
+ =
TYPOG
RAPH
Y
AVENIR
Grifo Medium Grifo Medium Italic Grifo Bold Grifo Bold Italic
5!5!confidential © 2016Confidential © 2016!
6!6!confidential © 2016Confidential © 2016!
7!7!confidential © 2016Confidential © 2016!
Need to update with final layouts… think we can mock these up in a nice environmental, aka on a desk or something?!
8!8!confidential © 2016Confidential © 2016!
9!9!confidential © 2016Confidential © 2016!confidential © 2016Confidential © 2016!
‘Made to Move You’ is a promise to every single person that Otis touches—including our employees, our customers, the world at large.!
More than just a tagline, this was Otis’s rallying cry—and the inspiration that drove everything the brand introduced into the market in 2017.!
From internal communications and digital platforms to social media campaigns and VIP events, our promise connected the dots to ensure a consistent and powerful brand launch.!
!
8/17/17!
LAUNCHING THE NEW OTIS!
10!10!confidential © 2016Confidential © 2016!
11!11!confidential © 2016Confidential © 2016!
“Give iris the ability to work this. It’s what they do.
They’ll keep us from drifting back into the ‘sea of sameness.’”
-Tom Downie, VP Corporate Communications !
Contact us Betsy Albright
1.312.239.0187 x400
© 2017 OTIS. A UNITED TECHNOLOGIES COMPANY. ALL RIGHTS RESERVED. 12
