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Positioning OTB for the future with a distinctive corporate visual identity


OTB is a global fashion and lifestyle holding founded in 2008 by Diesel CEO, Renzo Rosso. Since 2000, Rosso had been building a portfolio of iconic fashion brands including Marni, Maison Martin Margiela, Viktor & Rolf, Staff International, and, of course, Diesel. With high aspirations for its future and plans to grow, OTB needed a distinctive and coherent visual identity in order to position itself for the future.


In a highly competitive market, OTB needed to stake its ground by establishing a corporate visual identity to distinguish itself from competitors but also by communicating the group’s purpose and values to key internal & external stakeholders.


In order to define OTB’s identity we needed to formalize the group’s central idea and establish its positioning for the future. We undertook a visual audit of OTB’s competitors as well as an in-depth look into their past growth history in terms of revenue and acquisitions, searching for trends and key strategic moments.


A distinctive visual identity was created and it was applied across all communication materials including a new group website raising the stature and the overall appeal of the group. As a result, OTB, one of the leading groups in fashion today, has gained recognition and awareness among potential talents and partners around the world.


Market dynamics
Customer understanding
Competitive analysis
Brand audit
Best practices


Brand fundamentals
Positioning options
Leading concept
Implications & gaps


Brand book & guidelines
Marketing strategies
Activation platforms
Communication strategies
Client journey & touchpoints


KPIs definition
Client experience measurement
Learnings & insights



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