Yellow stages Otto Systems along the lines of the watch industry
The Basel-based creative agency Yellow has developed an international branding campaign for Otto Systems that highlights precision and reliability. Rather than the outer shell, the new brand identity showcases the technical substance of the systems. Yellow drew inspiration from the Swiss watch industry and its tradition of presenting engineering excellence as a promise of quality.
Otto Systems AG, based in Uznach, develops and builds systems for the PET packaging industry. The systems are designed for high volumes and continuous operation. Efficient production is a top priority for operators, as quality defects or downtime can quickly become very costly and business-critical. Reliability, precision and robustness are the key characteristics that manufacturers in this market are looking for. However, the sophisticated technology remains largely hidden behind the covers in everyday use.
Swiss watch industry as inspiration
Yellow made use of these characteristics and found the right metaphor in the Swiss watch industry. It not only provided the inspiration for the visual staging, but also the basis for the story of the campaign. As with a watch movement, the new appearance focuses on the interplay of individual components. Close-ups of mechanical details, robotic components and connecting cables show the intricacies of the technology. Light and shadow create depth and draw the eye to the essentials.
The result is a world of images that aesthetically documents technical precision and translates Swiss engineering into an internationally understandable visual language. The motifs appear in specialist media and on industry platforms as well as key visuals for trade fairs and digital channels. The campaign thus creates a consistent basis for the further brand management of Otto Systems.
Responsible at Otto Systems: Stefan Zatti, CEO; Reto Bamert, Head of Global Sales. Responsible at Yellow: Strategic creative agency Yellow, Basel.
