For almost 40 years, Portland, Oregon-based Otak has maintained a solid reputation building everything from highways, bridges and water systems to public parks, private developments and urban centers. A strategic partnership with Korea’s HanmiGlobal has allowed Otak to grow teams and add companies for greater diversification.

Beal Creative was hired to rebrand the expanding Otak enterprise, present a vision for the future and develop tools to guide their efforts.

We started by doing a deep-dive into a brand audit, which lead to an in-depth brand strategy and marketing strategy. This acted as the foundation to how the firm—and its sister companies—was to best define the company and services to prospective and exiting clients. Included were: messaging platforms; brand opportunity modeling; brand positioning; brand personality; brand values and brand attributes.

With offices in Oregon, Washington, Arizona and Colorado, a graphics standard guide had to be a priority.

To share the newly defined vision with employees as part of the brand launch, we produced a brochure of employees sharing their Otak perspectives.

We designed an Otak-branded an SOQ/proposal that acted as kit of parts, a presentation piece which could be quickly assembled with relevant content to showcase the firm’s portfolio of projects.


  • Brand Strategy
  • Corporate Identity
  • Marketing Strategy
  • Marketing Communications Plan
  • Stationery System
  • Graphics Standards Guide
  • Collateral
  • Copywrting
  • SOQ Design
  • Photography

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