LinkedIn – “Otis”

A warmer and more Inclusive LinkedIn was unveiled on June 2019. “Whatever you’re in it for, we’re in it together;” that’s the new LinkedIn tagline, which is part of the rebranding, internally nicknamed “OTIS.” Part of that is branding, part of that is storytelling. By telling real stories of real people, LinkedIn is giving a voice to the thousands of people in the constant “rat race” that is job searching.

In It Together

“In It Together” is an integrated marketing effort originally intended to debunk the myth that LinkedIn was only a place for white-collar businesspeople. It debuted in a spot during the 2018 Golden Globes and now features actual members from all job sectors.

It’s part of a full-fledged marketing effort, including digital display, paid social media, online video, outdoor/out-of-home, radio, podcasts, search-engine marketing, and other partnerships.

Linkedin is not only telling real stories, but it’s also updating its whole brand system, including logo, typography, colors, and shapes.

This herculean effort is an attempt by LinkedIn to externally portray the warm and inclusive persona that it’s always felt internally.

Being part of this transition by LinkedIn gave me the opportunity to experience working on user experience strategy, web design, email strategy and design, banner advertising, digital and social design, print advertising, ebooks design, video creative and production, animation, campaign swag, and much more.

Here are some examples: