OTTO Pizza

brand strategy • brand development • brand standards • print collateral • packaging • signage • website • music curation

A few years after opening their first shop and at the beginning of a period of rapid expansion, OTTO approached me to help define and focus their brand. Design systems were established to facilitate rapid, cost-effective deployment of signage, in-store decor, menus, and collateral. A comprehensive audit of ownership, management, and staff resulted in a refined mission, messaging, and company story, as well as strategies to build on brand strengths and address brand weaknesses. Standards, covering messaging and all elements of the visual brand, were produced to support in-house content development, franchise owners, and 3rd party consultants, as well as reinforce the brand pillars for ownership and employees. Additional guidelines were produced for interior and exterior signage to address continued expansion over a widening geographical footprint. I continue to consult on brand requirements for an expanding enterprise while keeping them true to their independent spirit. 

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