Otis elevator global REBRAND
BRAND DEVELOPMENT | CORPORATE IDENTITY | EMPLOYEE BRANDING
THE CHALLENGE: 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.
It was time to reinvent the brand that invented the modern skyline.
THE SOLUTION: In order to stand out in this crowded and commoditized field, we needed to claim a unique, but authentic brand position—avoiding specs and stats and focusing on the people that Otis moves every day.
"Made to move you"—this tagline summarized the human-centered design, tone of voice and brand activations that brought this promise to life.
From a bold color palette that celebrated the light and materials of the urban landscape, to graphical elements that celebrated the historical architectural designs, to photography that displayed the awe and action of urban transportation—we developed a brand that was structured, bold and ownable.
The brand identity was built with the following goals in mind—to be bold to showcase a new vibrancy, ownable to help Otis put space between their competition and structured to help support the outpouring of marketing, PR, sales and communication initiatives that were necessary to make a splash in this dusty market.
The result was an outpouring of creative execution—driving 500% growth of social followers, multiple industry and creative awards and 10,000 microsite visits in the first month. But this bold new identity was just the foundation for the revitalized heritage brand.
