Object 9
Baton Rouge, LA

Object 9 began as Aztech Design back in 1992, when founding partners Jon Cato and Branden Lisi opened their doors for business. Eight years later, they added Andy Gutowski as Creative Director and changed the company's name to Object 9 in order to more fully reflect their goals and services.

"We chose '9' because it's the last number before numerals begin to repeat, meaning that it's the closest you get to reaching perfection. The word 'object' represents the client's product or service. So, in essence, our name represents the pursuit of perfection we engage in when developing a marketing plan for clients," says Gutowski.

A recent success story is Pabst Blue Ribbon, who hired Object 9 to help with shifting the beer's demographic from middle-aged men to younger and more urban hipsters. Object 9 revitalized the brand through a buzz marketing plan injected straight into the center of Gen Y culture. The firm also redesigned PBR's multipack cases, and is currently redesigning their primary labeling. The brand has experienced a 10% jump in sales annually since 2001 (13.5% in 2004).

When Leisure Time spa products wanted to update their nondescript and outdated packaging, they turned to Object 9. The firm redesigned the entire packaging line, revamping everything from the bottle shape, textures, logo,and type font. Their strategy was to position the product as being upscale and therefore more attractive to the female consumers, and the product line saw a 21% increase in sales.

Object 9 Team (left to right): Scott Greci, art director; Andy Gutowski, senior partner and creative director; Ashley Berthelot, copywriter; Brian Rivet, senior art designer and studio manager; Grace Song, graphic designer; Michael Kraxenberger, graphic designer. Not pictured: Mark Waite, graphic designer.

Over the years, the organization has developed a national reputation built on the level of design produced as well as the successful strategic partnerships that have become more and more common with its clients. "When we sit down with a client, we're not just there to take an order. We want to build a comprehensive understanding of their product and market position so that we can develop the best possible marketing solutions for that individual organization," Gutowski states.

In order to streamline the strategic side of their services, the Object 9 partners developed a process called the Organizational Dashboard. This method immediately accomplishes two critical marketing objectives for clients: 1) alignment of the management team around a measurable set of goals and action items, and 2) the development positioning indicators based on a unique selling proposition that truly differentiates a company from its competitors. "In a nutshell, we approach design in three steps," Gutowski says. "First, we define the client's company. Then we define their competitive environment. And finally, we set the critical milestones that help a company determine success."