Visual communications is a highly competitive business and the printing sector in particular has increasingly become treated as a commodity. That’s why we were excited to work with Total Graphics – a premedia, print and marketing solutions provider (whom I’m sure many of your are familiar with) with a lengthy history, depth of knowledge and passion for the industry. And nothing about that sounds like a commodity.
Although they are amongst the first to adopt new technologies (think digital printing, printing white ink, printing on glass, the list goes on and on…), premedia had been at the heart of Total Graphics business since the beginning and in this budget-conscious era, a lot of agencies and clients are looking for ways to save money – starting with bringing some of these services in-house. We knew, however, that their experience and history was an asset, as it gave them a depth of knowledge that most printers today simply don’t have.
We needed to articulate their brand promise to better reflect their relevancy and modern capabilities.
First, we wanted to get better insight into what people really thought of Total Graphics so we started by conducting in-depth one-on-one surveys from a cross-section of employees as well as clients – current and previous. The results revealed that one of the biggest challenges is clear and consistent communication – with the continuous evolution of all their offerings, customers just didn’t have a complete understanding of everything Total Graphics could do for them.
The objective become obvious, we not only needed to create a more modern and relevant brand appearance, but also one that will help to effectively communicate their wide range of offerings that could be customized based on individual customer needs.
What better to represent Total Graphics then the tangram! Just like the tangram pieces, Total Graphics services can be configured in unlimited ways – each time, creating a new, unique solution.
Steeped in history, but still finding new and unique configurations today, the tangram pieces of Total Graphics are brightly coloured and playful – a reminder that Total Graphics will continue to find ways to help their clients in new and surprising ways.
Employees across all levels are excited about the new brand and it has helped to breathe new life into their passion and work pride. The new brand has been consistently implemented across all corporate materials from building signage to a stop-motion video short. Industry feedback has been extremely positive and supportive.
Not to mention we gained a great new client, made some friends and got to have lots of fun playing with tangrams (seriously, those little pieces can entertain you for hours – productivity be damned!).
View the rest of Total Graphics branding here.