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.
Implications & gaps
Brand book & guidelines
Client journey & touchpoints
Client experience measurement
Learnings & insights