Otherwise Principal and Chief Brand Strategist Nancy Lerner was in London, flipping through the International Edition of the New York Times when she was struck by a bizarre coincidence in the Culture section’s cover story. The story in question was “The rebirth of a Modernist
At Otherwise, we know a tagline does the lion’s share of the talking in brand identity — literally. A name and logo can draw a person in, but the taglines we create answer their questions about an organization: Who are you? What do you
How can we harness the allure of natural beauty and the complexity of personal challenge to craft a brand for a truly novel outdoor experience? Jeremie Bacon, Chris Gladwin and Bartly Loethen have concepted something unique to the US market—an outdoor experience that both
Otherwise Incorporated brings its unique take on brand strategy to Helmut Jahn-designed 1000 South Michigan residential tower Chicago, IL – January 4, 2017 Otherwise Incorporated announced its role as the marketing and branding agency behind 1000M, a planned residential skyscraper on Grant Park. Otherwise, a
Controversy With much fanfare, the Brooklyn Nets’ new home in Downtown Brooklyn at the Barclays Center is fresh and ready for the 2012-2013 NBA season. Along with the team’s new stadium and move from New Jersey to New York comes a controversial rebrand for the
A Brand New Target Target has spent nearly a decade honing its brand to effectively communicate its promise, Expect More Pay Less. By emblazoning their stores with their trademark red, flawlessly executing in-store merchandising and making the ubiquitous bullseye stand for smart-sophistication-on-the-cheap, Target’s brand successfully
Launching IT43 and NetDocs at Ungaretti & Harris Ungaretti & Harris is a prestigious regional law firm with offices in Chicago, Springfield and Washington, DC. In spring 2012, the leadership of the firm’s IS Department hired Otherwise to undertake two initiatives: •Establish a strong, fresh
Launching a new company is one of the most demanding and challenging undertakings imaginable, requiring passion, focus, speed and enormous reservoirs of energy and courage. And more often than not, start-up teams are required to manage limited resources to develop their products and services, hire
We’re excited to announce that today marks the launch of Baird & Warner’s new branding campaign, a culmination of Otherwise’s work with B&W over the past 18 months. During a period when the real estate industry was beset with challenges, Otherwise was engaged by Baird
More so than ever before, our lives are defined and dominated by the relationships that we choose to nurture. Despite a growing sentiment towards collective individualism, it is the relationships we form with others that shape our personal life experiences. As social interactions continue to