On Target Media
Business Suite & Marketing Tools
Business Suite & Marketing Tools
On Target Media (OTM) is an up-and-coming online music marketing company that are rapidly becoming thought leaders in their industry. OTM approached 51 Eggs about developing their brand and creating a few promotional pieces to build their business. As true believers in the significance of branding, they understood the importance of having a consistent, cohesive message and they were looking for a way to package their ideas in a bold and memorable way.
The first step was getting to know the founder, Jason Feinberg, to learn what he wanted to say with his brand and what his strategy was for using it. Next, we gained an understanding of the nuances of their business, who they wanted to be communicating with, and how they wanted to position themselves in the market place.
The goal was to create a brand and an identity that communicated that OTM are music fans first—and that they've got their finger on the pulse of what's happening in the music world. Jason wanted the identity to reference their roots in punk and independent music, but not pigeonhole them as being interested only one kind of music. The identity needed to convey their interest in all kinds of music. It had to be simultaneously professional and hip to appeal to corporate interests as well as to independent artists and labels. A tall order and a tough line to walk by any means!
The solution was to take a simple, bold, and timeless approach. An aesthetic was developed that was playful and had punch, but also was clean and professional. Contrast was a key consideration in the design process; the hand-drawn illustration of the logo contrasts the bold clean word mark and structured typography. The business assets we created worked to promote the company's professionalism and the character and bright colors of the identity tied into OTM's independent roots.
The first step was getting to know the founder, Jason Feinberg, to learn what he wanted to say with his brand and what his strategy was for using it. Next, we gained an understanding of the nuances of their business, who they wanted to be communicating with, and how they wanted to position themselves in the market place.
The goal was to create a brand and an identity that communicated that OTM are music fans first—and that they've got their finger on the pulse of what's happening in the music world. Jason wanted the identity to reference their roots in punk and independent music, but not pigeonhole them as being interested only one kind of music. The identity needed to convey their interest in all kinds of music. It had to be simultaneously professional and hip to appeal to corporate interests as well as to independent artists and labels. A tall order and a tough line to walk by any means!
The solution was to take a simple, bold, and timeless approach. An aesthetic was developed that was playful and had punch, but also was clean and professional. Contrast was a key consideration in the design process; the hand-drawn illustration of the logo contrasts the bold clean word mark and structured typography. The business assets we created worked to promote the company's professionalism and the character and bright colors of the identity tied into OTM's independent roots.
HIT IT!
Or How to Make Your Own Gold Records
Or How to Make Your Own Gold Records
The promotional piece provided a big opportunity for OTM to break the ice. It had to illustrate OTM's love of music, represent their professional services and knowledge of the industry, and establish their personality as a company. The main goal was to create a piece that caught people's attention and led them to the website for a more in-depth look at OTM’s wide-ranging services. The mailer had to break down the ideas and philosophy into digestible chunks. It had to keep the tone light, fun, and approachable, avoiding the pitfall of getting too technical or long-winded.
We created a piece that came packaged as a 7" record, entitled “HIT IT!” Inside were three die-cut "Gold Records." Each of the record's labels represented one of the company's six core services, as a song title accompanied by a brief description. The language of the entire package was very carefully considered and written with a sense of humor mimicking the style of the copy from the back of ‘50s and ‘60s albums. Centered around the idea that "scattershot marketing" was obsolete, OTM's proven system of Aimology—a triple-threat combination of passion, knack, and know-how—was the secret to getting their message exactly where it counted the most.
We created a piece that came packaged as a 7" record, entitled “HIT IT!” Inside were three die-cut "Gold Records." Each of the record's labels represented one of the company's six core services, as a song title accompanied by a brief description. The language of the entire package was very carefully considered and written with a sense of humor mimicking the style of the copy from the back of ‘50s and ‘60s albums. Centered around the idea that "scattershot marketing" was obsolete, OTM's proven system of Aimology—a triple-threat combination of passion, knack, and know-how—was the secret to getting their message exactly where it counted the most.
