How we re-positioned a well-established print company into a service brand with a radically expanded offering.
For today's pressured marketer, print is just a commodity in a vast array of communications channels. This is both a challenge and an opportunity for the industry. Datum, an established printing house, turned to us to help them move up the value chain.
Our research process and conversations with customers revealed their strengths – speed, reliability and willingness to go the extra mile. We positioned them as 'The Elves', who get the job done while the shoemaker sleeps.
We involved the client in workshops to break down the customer journey and identify brand touchpoints.
Their helpfulness and hands-on attitude led us to express the brand as ‘helping hands’. Based on their real hands, they appear everywhere playfully supporting key messages. Allusions to a magician’s white gloves suggest things happening as if by magic.
A new website, vehicle livery, packaging, brochure, product guide, building exterior and portfolio photography have launched to great impact amongst their customer base. Jobs have already come in based on the new cross-media positioning.
The website was designed around user needs – commonly either someone in need of guidance or someone after fast results. We clarified six service areas and created an ever-expanding A-Z product guide. The phone number is always within reach, as personal service is key.