OTTO is a creative agency committed to delivering unique branded communications and strategic, design-focused solutions.


Imagine a financial site that is engaging, informative and accessible anywhere, on any device. We did.

GE Energy Financial Services

Strategy / Site Architecture / UX / Branding / Design / Content Strategy & Management / Writing / Illustration / Development

| Project Scope

Mobile Access

From desktop to smart phone, the GE EFS site allows users to take a quick view or in-depth analysis of any project in the GE EFS pipeline.

A Seamless Branded Experience
communicates efficiently, taking advantage
of the opportunities each digital
device provides.

The Issue
Although GE has a large corporate presence online—over 1,000 sites—the GE Energy Financial Services (GE EFS) site had fallen behind. Equally challenging, was knowing what brand standards to use in the online environment, as the guidelines are widely open for interpretation.

GE EFS needed a site that provided an inviting gateway into GE Energy Financial Services, consistent with the GE and GE Capital template system. The site had to showcase the projects and companies in which GE EFS has invested, to attract and inspire new customers. Most importantly the project needed to explain the value GE EFS provides: deep industry knowledge, expertise, tremendous breadth and the ability to help clients reach their goals with unexpected solutions. It was equally important to erase lingering misconceptions about GE EFS: that it is too expensive and difficult to work with.

The Strategy
• Analyze the GE web universe and develop a branded template system that ties
GE EFS to other GE businesses,  while looking towards the future, not the past.

• Rethink the content from the ground up. Questioning everything and only keeping
what is truly useful—the process ran from card-sorting to full feature development.

• Develop a new user-centric architecture by understanding their needs.

The Outcome
A user-centric design that engages visitors through value-focused, customer-centric content. One of only four responsive sites at GE, the GE EFS design allows current and potential customers to view the most important information at-a-glance, with the ability to do a deep dive at their fingertips—on any device, anywhere.

Additionally, we developed an editorial calendar that allows the site to capture trends and needs from the market and customer environments, then demonstrate how GE EFS can help customers and partners achieve their goals.


Passion and performance combine to help Nike unify a nation.

Nike U.S. Soccer

Strategic Planning / Image Creation / Messaging / Retail Experience VC

| Project Scope

Capturing Icons

Whether in a Performance or a Celebration moment, these soccer legends help to create an iconic moment of unity.

Cool and Illuminating

Originally conceived as a tool for explaining laser cooled technology, light became a theme that highlights the game experience as well as Nike's technological benefits.

Dramatic and Flexible

Depending on factors such as budget, square footage and benefit focus, OTTO created a flexible, branded system for a variety of Nike partners.

Highlighting Benefits

Nike U.S. Soccer jerseys are 100% recycled and still breathing.

S, M, L, XL

OTTO created a system for Nike that doesn’t sacrifice impact for budget. From a fully illuminated exhibit to a U.S. Soccer team, autographed jersey display.

The Issue
For the first time in history, both the Women’s and Men’s U.S. Soccer Teams are wearing the same uniforms. Nike needed to create a Visual Concept for retail partners that celebrates this historical moment and showcases the industry-leading technology woven into every uniform.

The Strategy
The visual theme OTTO created is based on two emotions: Performance and Celebration. We selected three athletes from each team—the link being that each member plays the same position as their male or female counterpart. By choosing poses that captured the proper emotion, we juxtaposed images of star athletes Alex Morgan and Clint Dempsey, Abby Wambach and Landon Donovan, and Hope Solo and Tim Howard creating a moment of unity.

To highlight Nike’s “Laser cooled technology” used in the design of the jerseys, we collaborated with HappyFinish,, to create images with light beams emanating from these icons of the game.

Light was also key component of the display system. Echoing the “lasers” in the imagery, we designed a light system that radiates from the product, helps to draw in visitors from a distance and highlights Nike’s innovative cooling technology.

OTTO took a “toolbox” approach which allows the system to scale to any size or shape.

The Outcome
Having created the overriding concept of Unity, OTTO NY was able to help Nike develop a flexible system that can transform a grand room, as well as energize a small space. A marquee image system combined with a flexible retail toolbox, helped  OTTO and Nike deliver a retail marketing system that can provide presence and core benefit messaging in any environment.

The end result is a high-impact brand experience that highlights the key features of Nike’s innovative technology. OTTO developed and designed a branded system that works at the Attract, Engage and Execution levels of the sales experience, enabling any partner to easily implement the Nike brand concept.

SL Green

It Happens Here!

SL Green Fifteenth Anniversary, Investor Communication

Concept / Design / Illustration / Art Direction / Content Strategy / Research / Writing / Production

| Project Scope

From Location to Destination

Featuring original photography by Jason Schmidt, these pages were printed on short-sheets that reveal historic images shot from the same vantage point—a very jarring before and after.

A Crystal Clear Strategy

Featuring transparent map pages that explain the companies multiple business and how they fit together around the NYC cultural and transportation hubs.

The Next NY

A section focused on the future of NYC, that was researched, written, edited and illustrated by OTTO NY.

The Issue
After fifteen years, listed on the NYSE, SL Green has grown to be New York City’s largest commercial real estate owner. How do we create a communication strategy that celebrates SLGreen’s accomplishments, while looking forward to a future of growth? How do we create a message that resonates with all stakeholders? How do we tell a story that works across all media?

The Strategy
Create a memorable story about SL Green that communicates a fundamental strategy that has lead  the company from a small IPO to NYC’s largest commercial real estate owner. Tell a visual as well as verbal story—the story of a company that has grown from the side streets to the avenues.

The Outcome
A focused message based on SL Green’s core strategy of buying properties close to the City’s transportation hubs—which just happen to be the cities most desirable corporate and retail locations.

“It” Happens Here
This is a theme that gets at the core of the SL Green message: Our investment strategy does not falter — it’s built around location and convenience. And we have been on target, again and again. We are New York real estate —a dominant presence at the heart of where people and businesses intersect.

While elevating “It” to be an active word:
In the world of real estate, New York City is where it happens…and, in the NYC real estate market, SL Green is it.

For the print annual report we utilized two core aspects of the print experience:
1.) You can—to a certain degree—control the user experience
2.) Use the physical nature of print to engage and inform the reader

The result is a book that uses good story telling as a vehicle to carry a consistent, engaging message through a variety of “print-interactive” chapters.


To excite grade-schoolers about the science of chemistry, we created the character, "MorpH", who changes form, reflecting the vast array of scientific possibilities.

Science Academy

Positioning / Naming / Branding / Marketing

| Project Scope

Kids Lab

"Kids Lab" is a program sponsored by BASF, that introduces children ages four to twelve, to the world of science. The program is comprised of simple, hands-on experiments designed to excite kids about the practical science that happens all around them. The identity achieved the goal of being credible and approachable.

Science Academy

"Science Academy" is a sister program to "Kid's Lab", targeted at high school and freshman level college students. With an older target audience, the look and feel of the program needed to be more serious, as these are kids who are considering a career in chemistry. Key elements such as typeface and the beaker icon, were used for the Kid's Lab and the Science Academy to tie the two programs together.


As noted earlier, one of the key aspects of MorpH, is his ability to change shape and color. The character makes science friendly, while explaining the fundamentals of surface and materials science.

As with all of our projects, we dive into the problem and try to create concepts rather than executions. Yes, we still use paper and yes, we share ideas. It is important that all of our concepts can grow and expand. Ideas travel fast. We believe that a sketch has the ability to grow into something amazing. Before we put mouse to mac, we put ideas to the test.

Citizen Stock

Citizen Stock is the first stock photo agency devoted solely to portraiture of "real people". We created a brand that captures the spirit of the portrait itself. Smile! The Citizen Stock positioning is the cornerstone of the brand. The key attributes above, define the brand culture.

Fake People Suck

Positioning / Branding / Tagline / User Interface / Website / Marketing

| Project Scope

Citizen Stock Smile

A SMILE speaks a thousand words. The most fundamental word for a portrait, became the foundation for our brand. Simple, smart, sophisticated.

Marketing Initiative

To promote marketing initiatives, we created a feature box that draws users into the key content areas. By balancing the homepage elements, we were able to create a dynamic promotional device that doesn’t compete with our main focus, the portraits.


The Citizen Stock website is the consumer’s primary connection with the brand. Because of the founders’ commitment to photography as an art, we worked hard to feature portraits as the centerpiece of the site itself. We see the user as our partner; their experience is the Citizen brand experience.

Key Words

Nothing beats a shirt! All of our promotions are built around the fundamental idea of an image search. We used the concept of “key words” to highlight the “real” photography featured on the site. By combining unique combinations of attributes, you get unexpected results.

Social Media

Unfortunately, just because a site is built, does not mean that an audience will come. To promote the Citizen site, we created a complete social media campaign. We utilized push-emails (above) along with Tweets, Facebook and press coverage to bring the site to the attention of our target audiences.

Curtis Institute of Music

Helping to extend a 100-year legacy well into the future, we realized the new Curtis brand and established a voice for the 21st Century.

Where Legends Begin

Positioning / Branding / Tagline / User Interface / Website / Marketing

| Project Scope

Identity System

In this day and age, the primary focus of any identity is the digital environment. To bring the brand to life, we created three animation sequences from the Curtis identity system. Each sequence is unique to the mark it represents.


Creating a tagline that captures 100 years of talent was a daunting task. From Leonard Bernstein to Lang Lang, future masters of classical music have once-in-a-lifetime musical exchanges at Curtis. serves many audiences: Students, Alumni , Donors, Patrons and the general public. We took this challenge as an opportunity to create a site that set Curtis apart from all other Classical Music schools, capturing the mastery and spirit of the school, while making the site deep and easy to use.

The Students

The students are the heart of the school. To truly capture the brand, it was important to represent the magic that happens inside the school. With the help of photographer David Katzenstein, we directed on-site photo shoots as witness to the magical exchange between the students and their teachers.

The Curtis brand consists of a series of six musical “C’s”. The focus on the first letter of the Curtis name helps the organization to raise awareness. The full system is bold and refined, helping the organization to be remembered and to cement their place as a cornerstone of music education.


Engaging and Viral.

Hewlett Packard MCF Videos

Strategy / Planning / Direction / Writing / Design / Editing

| Project Scope

HP Is Selling More Than Equipment

For the launch of HP MCF, we focused on knowledge and experience as the key value the organization provides. It is the combination of smart people and state-of-the-art technology that make HP an industry leading partner.

The Issue
After the acquisition of EYP, HP needed help explaining this new business, how it integrates with their existing services and the benefits of the company’s end-to-end Mission Critical solutions.

The Strategy
Companies that run mission critical facilities have zero margin for error. Consumers won’t accept the loss of phone service or a lost package from an online retailer. These facilities operate 24/7. What if you had a partner that took your worries away? What if nothing unusual happened today?

OTTO’s approach was to highlight the depth and knowledge that HP brings to mission critical thinking. From key operating capacity to energy conservation, HP has a complete set of end-to-end solutions, with a deep focus on R & D.

The Outcome
A series of videos and websites that demonstrate the breadth and depth of HP’s, MCF (Mission Critical Facility) capabilities. Executed in an understandable, down-to-earth manner these videos engage the viewer in a dynamic series of discussions. Packed with information, the viewer leaves the experience learning a lot, without feeling overwhelmed. This is a company that you can do business with. We solve problems, not just sell product.



Sometimes messages crystalize by need. In the case of Revana, the idea of revenue capture came to life through the brand. When strategy and design align, the visual and verbal possibilities are endless.

Total Alignment

Competitive Analysis / Strategy / Positioning / Naming / Brand Development / Image Library / Print Marketing

| Project Scope

Focal Point

The focal point of the Revana brand is an abstract mark based on the congruence symbol. The symbol serves the dual purpose of forming the letter "E" in the word Revana and connoting financial balance and harmony.

Image System

Increased efficiency, revenue capture and complete systems integration. Rather than show images of happy people working efficiently, OTTO decided to represent the idea of efficiency and harmony through common objects found in the office space. What would happen if everything worked together?

Graphic Language

Based on the fundamental elements of the brand, we were able to build a graphic language that could address the issues Revana customers faced.

The Issue
In the process of addressing its own operational effectiveness and improving revenue capture, Insight Imaging developed a suite of software and services—including clinical and business applications and back-office billing and collections services—to operate its centers more efficiently and profitably. This complete, turnkey solution virtually eliminates the uncertainties, errors and hassles associated with managing an imaging center business. It has added millions of dollars to Insight’s annual revenue that had previously been written off.

The challenge OTTO + RiechesBaird faced was to help our client turn this solution into a tool that would benefit the industry as a whole.

The Strategy
By creating the stand-alone brand—Revana—Insight Imaging is selling this suite of software and services to other imaging centers and/or hospitals—so that they too can benefit from increased revenue capture and operational efficiency.

Revana has the only solution that was created specifically to help imaging centers capture more revenue at every point in their business. By providing visibility of real-time contractual rates and other critical data, we enable imaging centers to collect the right amount, at the right time, from patients and their insurers.

The Outcome
Trying to capture the concept of “peace of mind” from a financial perspective is tricky. What does it mean when business goals and patient needs align? How does a business achieve balance? in the case of Revana we turned to the idea of congruence:

1) In agreement or harmony: institutional and departmental objectives are largely congruent.

2) Geometry (of figures) identical in form; coinciding exactly when superimposed.

The mathematic symbol for congruence became the centerpiece for their identity, as well as the heart of the messaging for their brand and product offering. When all of the pieces work together, everyone wins.


Blended by Nature Created by OTTO.

Nature. Science. Life.

Competitive Analysis / Strategy / Positioning (Corporate & Consumer) / Naming / Brand Development / Language Lexicon / Packaging / Marketing—Online & Print / Image Library / Website / Social Media / E-Commerce & P.O.P Materials

| Project Scope

Science, Nature, Life

Science: Our products are grounded in leading-edge science and were developed by a REAL scientist.

Nature: Our products contain natural ingredients that feed the body and provide strength and energy, as opposed to many of our competitors that simply stimulate the body or provide supplements.

Life: Whether we are helping an ailing patient to gain strength or enabling a consumer to get the nutrients they need, our products are focused on helping people to live more vital lives.


Simple and to the point, this line originally read "created by nature, blended through science." We lost, it still works.

Color Spectrum

The variety of color combinations in the marks are based on the natural ingredients in the KeepWell products. Each flavor has a unique logotype taken from the fruits in each flavor.

KeepWell Flavors

With the limited palette of a 6oz. serving, we achieved shelf-presence by designing a bottle that is pure, unique and approachable. Each flavor is represented by a color-coded logotype which differentiates the flavors and helps people to remember the brand name.

KeepWell Website

The KeepWell foods website is friendly, approachable and acts as a resource for people trying to live a healthier life. The blog postings and up-to-date content, allow KeepWell customers to make sound decisions regarding a variety of heath related issues and trends. The look and feel of the site ties back to the core principals behind the brand: science – honest fact-based content; nature – nature based imagery; clean design; life – vitality, humanity.

The Issue
Help “newco” bring the formula for a science-based, nutrition beverage to the life.

The Strategy
We assembled a team of industry experts to help define the opportunity, the purpose and the audience for the product. After thorough industry analysis, the team developed a crawl, walk, run strategy that allowed us to build brand awareness through targeted audience-channels.

Based on 3 founding principals—science, nature, life—we positioned, named and packaged the new company and products as KeepWell foods.

The KeepWell Brand Promise: We have gone to great lengths to make this product as natural as possible and to deliver as many essential nutrients to the consumer as we can, in one convenient packaged serving. Based on this concise promise, we helped the company develop a focused strategy with tremendous growth potential.

The Outcome
The KeepWell name represents a way of life. What started as an idea for a product has now become a lifestyle. Through our positioning, naming and messaging we helped the company capture a brand idea that has people-appeal. We are no longer selling a beverage, we are providing “on-the-go” women and men nature-based and scientifically designed nutrition to stay healthy, active, and engaged in their daily lives. The products can take any form.

Through social media, public outreach and industry events, we have helped the company build market and consumer brand awareness, culminating in the first shipment of product and the planning for the next phase of development and distribution.

7th Generation

Through a clean and focused design, the new retains the communal aspect of the original site, while firmly promoting sales and product engagement.

Learning to Sell Online

User Analysis / Web Strategy / Positioning / Website / Icon Development / Blog / Implement Rewards Program

| Project Scope

The Newsletter

The online newsletter has a true editorial quality, with easy access to past, present and related content.

The Blog

Based on the website design, the 7Gen Blog's clean design, flexible structure and clear features help to engage users and allow them to find the content they wish to connect with.


To help users find what they are looking for in an efficient manner, we created a system of icons that consistently guide key user functions. Intuitively, these symbols become graphic shortcuts.

The Issue
Seventh Generation is the nation’s leading brand of household and personal care products that help protect human health and the environment. With increased competition, Seventh Generation needed to reaffirm their place as the pioneering-leader in the marketplace.

Due to rising consumer demand for “conscious” products, it was important to communicate that Seventh Generation is a company that genuinely believes in the helping people live healthy lives and to separate the company from brands that are simply jumping on the bandwagon.

The Strategy
The increase in consumer demand has made it less important to explain the need for “conscious” products and focus on what makes Seventh Generation different. was one of the first consumer websites to build a community around their products and beliefs. The challenge for OTTO NY was to create a site that appeals to the consumers that have helped make 7G successful, while attracting a new broader audience. The site needed to strike the balance between purpose and the selling of product.

Starting with interviews and index cards, OTTO NY rethought the online 7G experience from the ground up with new designs for the website, blog and online newsletter.

The Outcome
OTTO created a user-centric design that enables visitors to find what they are looking for. Today, users can access products, coupons and rewards programs quickly and efficiently. For consumers seeking tips on green cleaning or learning how to support family health, the site has increased the options for networking and education.

The new site has been embraced by both the existing 7G Nation, as well as first time visitors. Special features and offers are served through a design that is fresh, contemporary and easy to navigate. The need to sell product exists in harmony with the want to make a difference.

What to Expect Foundation

Educate and empower moms in need so they can expect healthier pregnancies, safer deliveries and healthier, happier babies.

Moms Helping Moms.

Positioning / Branding / Web Strategy / Design / Content / Strategy / Marketing / Video Production

| Project Scope

Their Story

When we are creating a brand for a non-profit, we know that they will be strapped for resources. For WTEF we created a brand that is flexible and can be used as a graphic language to tell their story helping expand their communications abilities without expanding their budget.

The Issue
The What to Expect Foundation (WTEF) is an organization that took the lessons from the famous book, “What to Expect When you are Expecting”, and rewrote them to meet the tremendous needs of underserved mothers. As the success of the organization and their Baby Basics program grew, so did the confusion surrounding the original book and the self-funded organization.

Do we remove the very name that gives the organization equity?
How do we continue to raise awareness and funds, when people are confused by the relationship between the two entities, the organization and the book?

The Strategy
From the start, we knew we had to define what the foundation was about. We met with Heidi Murkoff, the author of What to Expect When You’re Expecting, to understand her vision of the Foundation. We also met with Lisa Bernstein, the Director of the Foundation and her team, to get a true understanding of the impact the foundation has on peoples lives.

Through this process we learned that we had two distinct audiences: first, donors who were familiar with Heidi’s book; and the second (and primary) audiences, mothers, care givers and government agencies who come to the foundation because of the tremendous success of the Baby Basics program.

The key to getting this right, was to build off of the equity of the world’s number one pregnancy book, while being sure to speak directly to the people who know the foundation for their programs.

The Outcome
We developed a brand position that speaks to the heart of the WTEF offering: Moms Helping Moms. We created a brand that speaks to all moms.

Knowing we had multiple audiences, we developed a site architecture that gets to the heart of what matters most to all parties: the impact the organization has on a mother’s life. We feature first-hand video testimonials of the life-changing impact the organization has had on underserved moms. We feature videos of health care experts, government officials and Hillary Rodham Clinton on her global efforts with the Foundation.

Whether you are giving or in need, when you interact with WTEF, you understand the organization’s purpose. The language speaks directly to each audience whether you are an administrator ordering new materials or taking a class, or a donor who wishes to make sure that their money is going to make a difference.

Holy Apostles Soup Kitchen

Feeding 100,000 People a Week.

From Farm to Tray

Branding / Writing / Illustration / Design / UX / Environmental Design / Marketing

| Project Scope

Gearing Up

Cool giveaways such as the limited edition FFTT apron, made for some happy guests.


Food became edible art.

Wall of Fame

All guest were given the chance to have their picture taken in front of the sponsor wall. This served as a nice memory of the night and fun food for social media. (OTTO NY crew, loud and proud.)

The Issue
The Holy Apostle Soup Kitchen (HASK) feeds over one-hundred thousand people per week. For many, it is their only source for healthy meals. For others, it is the only place where they are treated like human beings. To raise awareness and the funds to help sustain their efforts, OTTO was asked to help HASK plan the From Farm to Tray fundraiser.

The Strategy
In association with Sara Pandolfi, a benefit was planned with some of NYC’s best chefs creating unique meals for guests at the Kitchen. The Theme was called From Farm to Tray (FFT) and featured dishes made from food that was grown within a one-hundred mile radius of NYC.

Playing off of the unique juxtaposition of the Farm and the City, we developed a design theme that we implemented across all materials—including giveaways such as a one-of-a-kind apron, recipes and the chance to discuss cooking (and to be photographed) with some of the city’s most renowned chefs.

Mailings and social media were used to raise awareness for the event and to highlight the impact that HASK has on the community.

The Outcome
We enlightened many.
We helped more.
We reached our financial goals.
We had a great time.
We are doing it again.


In a challenging market, URS was able to show strong and very real results, in Black and White.

URS Annual Report In B&W

Annual Report Concept / Design / Production & Illustrations

| Project Scope


When most companies were waiting till next year, URS’ diverse market approach enabled the company to continue to grow. As the saying goes, I’ll believe it when I see it in Black and White. In the case of URS, we visualized their active roster of long-term projects through real stats, accompanied by Black and White illustrations and pared down site photography, presenting honest and straight-forward results.

Black & White

The black and white story of URS is illustrated with high-impact graphics that tell the story in dramatic fashion. Written information is treated just as boldly with call outs, icons and factoids.

The sober and direct design of the URS annual report was welcomed by all stakeholders. The no-frills approach of uncoated stock and the simple B&W representation of projects, enabled the company to demonstrate the success of their strategy in a manner appropriate for the times.

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