OTC New Brand Strategy

Ohio Transmission Corporation

Ohio Transmission Corporation was established in 1963. Since that time, it has grown to become of the largest industrial distributors and service providers in the United States through new mergers and acquisitions. Recognizing this as a new opportunity to reflect how their business reach has expanded to a national level over the years, the organization changed its name to OTC Industrial Technologies. To help launch this new naming strategy, Origo was asked to develop a new brand identity that would help re-introduce the company to the market and create a blueprint to how it would communicate its wide range of offerings to new and prospective customers in the future.

Services Provided
  • Marketing Research & Testing
  • Brand Strategy & Concepts
  • Messaging Strategy & Guidelines
  • Brand Guidelines
  • Logo Design
  • Collateral & Branded Materials
  • Internal Communication Strategy
  • Digital Advertising
  • Social Media Strategy
  • Print Advertising

With growth in recent years, came branding and marketing challenges for Ohio Transmission Corporation. New acquisitions and expansion of services created new segments and divisions of their business. This led to certain groups under their umbrella to be disjointed from their enterprise brand story, generating confusion internally, as well as in the market.

Therefore, a new brand identity needed to be established to re-introduce the company and its evolved suite of offerings and sub-brands. Also, OTC needed to establish clarity and internal stability around how each of their different entities laddered up to their network of evolved offerings, creating a cohesive marketing message.

 

To create a fresh and forward-thinking brand strategy, the first and most visible change was a re-envisioned OTC logo. Origo conducted research exercises with corporate leadership and partner organizations to determine OTC’s desired vision and positioning for the future.

We audited competitors, as well as identified essential brand attributes to differentiate our creative approach. From these exercises, conceptual directions were developed and tested, eventually leading to a new and highly recognizable logo lockup that reflects OTC’s competitive advantages and heritage, as well as its constant drive for future innovation.

Not only did the new logo mark need to embody OTC’s current strength and capabilities, it also needed to be applicable to the company’s existing and future divisions and sub-brands. Origo crafted brand guidelines that outlined how to implement the new logo and visual elements into a Branded House architecture, applying the new symbol to their different entities, as well as their communication strategies and marketing mix.

Now, with a name and image to reflect the evolution of services and sub-brands of OTC, the organization can better communicate with partners from different segments within the B2B space. We are proud to have helped generate this new corporate identity and replicable brand system for their team, as together, we were able to craft a creative business strategy that will be a catalyst for future expansion in their relationships, services, and success.

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