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