Cgi by Otto

CGI by OTTO is a brand within OTTO, that specialises in creating computer generated images for their home and living department. The task was to work with an already existing logo and typeface to create a modern, innovative CI around them.

I decided to build the concept around the topic of a "New Reality”, focusing on one of the core competencies of CGI by OTTO: 3D. Beside creating an inspiring, personal and innovative look, I wanted the design to be very dimensional, haptic, free and floating.

Starting with the logo, I redesigned the claim. I kept it in all caps with the same angle as the logo, to enhance the feeling of dynamism, speed and innovation. I added dots after each value, which create a floating effect through their lowered position.

The brand icon is a bubble, and I decided to keep the main idea for the branding around it: I art-directed 3D bubble forms, that create a fascinating, super real and multi-faceted visual language. The forms embrace textures connected to ‘home and living’, which is a core theme for CGI by OTTO. Beside the 3D bubble I also expanded on the topic of dimension through haptic textures, that derive from the ‘home and living’ theme: soft, hard, smooth and rough — textures with a lot of structure and depth properties.