After years of working to connect and celebrate creative individuals in the region, OTA was facing two challenges. First, although they had generated a lot of great content that would inspire and challenge their target audience of creatives and entrepreneurs, most of that content wasn’t available to the public. Second and more pressing, the grant that had been the primary source of their operating budget was coming to an end. OTA needed to transition to a leaner, less personnel-intensive project that could carry on its work and mission without the support of full-time staff.
As the organization moves into this new phase, OTA needed an online presence that would support its ongoing operations and preserve it’s legacy, while also making publicly available the wealth of content OTA has helped create. This new web platform needed to be robust enough to meet those requirements without needing much ongoing management by the OTA team.
We explored ways to promote and unify the content, and at the same time to downplay the presence of OTA’s brand. We wanted to allow readers to find the content they were most interested in, while at the same time preserving some of the serendipity you might find in the speaker line-up at an OTA event where it’s not surprising to hear from a biochemist, then a sociologist, and then a photographer.
At the same time, the OTA branding itself needed to change to reflect OTA’s new direction. In the past, the OTA mark and branding needed to be prominent enough to help its audience recognize and identify the organization’s voice. In this new phase, OTA as an organization needed to be lessprominent so that the focus could shift towards the people in the region that OTA aims to support.