(Refreshed animated video for Otovo)
Otovo Brand Refresh & On-Strategy Campaign Asset Creation
Project: Updating core brand visuals, establishing a cohesive social media identity, and developing new marketing campaign assets aligned with the refreshed brand strategy.
Challenge:
As Otovo expanded across 13 European markets, maintaining a modern and consistent brand presence was crucial. The visual identity needed updating, standardized social media elements were lacking, and new marketing campaigns required assets that strongly reflected the evolved brand strategy from the outset. The goal was to create a unified brand experience and ensure new campaigns launched with visually compelling, on-brand creative.
Role & Approach:
As Creative Lead Designer, I spearheaded the implementation of the updated brand visuals and played a key role in developing creative assets for new marketing initiatives. My approach involved:
Centralizing Brand Guidelines: Establishing and communicating updated guidelines (logo, color, typography, imagery) within a central design system.
Cross-functional Collaboration: Working closely with performance marketing, product teams, and country managers to ensure visual updates aligned with business goals and to brainstorm campaign concepts.
Developing Social-Specific Assets: Designing a comprehensive toolkit of social media branding elements (templates, profile assets, etc.).
Template Creation for Scalability: Building easy-to-use, flexible templates enabling marketing teams to leverage the new brand.
Campaign Asset & Idea Development: Actively participating in the conceptualization and creation of new marketing campaign assets (e.g., ad visuals, landing page elements, promotional graphics) ensuring they were built from the ground up based on the updated brand strategy and visual identity. This included generating visual ideas and executing the design work.
Deliverables:
Updated brand visual guidelines documentation.
Centralized design system components in Figma, Brandmaster, Adobe Library, Canva and Notion.
A suite of content templates (e.g., Instagram posts/stories, Social media ads, LinkedIn banners and other contents).
Standardized social media profile assets (profile pictures, cover images).
Campaign assets across all platforms like key visuals for ad campaigns, social media promotion graphics, email marketing templates, one-pagers for sales designed under the new brand strategy.
Impact & Value:
This initiative delivered significant value to Otovo by:
Enhancing Brand Consistency: Ensuring a unified brand appearance across markets, digital touchpoints, and newly launched campaigns.
Modernizing Brand Perception: Refreshing the visual identity effectively.
Improving Marketing Efficiency & Quality: Providing templates and foundational assets that streamlined workflow and elevated the visual quality of marketing outputs.
Strengthening Social Media Presence: Establishing a cohesive identity on social platforms.
Effective Campaign Launches: Ensuring new marketing campaigns launched with strong, visually aligned assets built expressly for the new brand strategy. This contributed to impactful first impressions, clearer messaging, and stronger brand recall from the start of each initiative.
Supporting Overall Brand Strategy: Creating a stronger, more coherent brand experience, driven by newly developed, on-brand campaign creative.
