Investing in a new brand

March 29, 2020

Phil Lowery, managing director of brand agency Projector, and Richard Barksby, marketing & sales development manager at commercial printer Statex, sit down to discuss what it takes to rebrand a business in today’s climate

Why did you decide it was the right time for Statex to rebrand?

Richard: When Statex first started 25 years ago, the printing business was a very different world. As we’ve grown and added additional services we knew we needed a new brand that could better reflect our positioning and give our communications some focus. This was crystallised by the fact our name and logo still had the words ‘colour print’ in it from back in the day when, believe it or not, colour printing was a unique selling point.

How did Projector help you?

Richard: The team at Projector initially held a number of productive meetings so we could all openly discuss what we were good at, what we had achieved and what we wanted to achieve in the future. As a team, we’re great at helping our clients communicate but when you’re looking inward, it’s a bit alien. So the team at Projector really helped tease out of us what we feel makes us special. They then brought our agreed vision to life with a new look and feel.

Phil: We knew that the rebrand would be a big undertaking and needed to be approached strategically – as well as outward-facing communications, Statex also wanted to raise engagement internally. As part of the process, we re-examined Statex’s core brand values and communication strategies by running a series
of brand workshops. During these sessions, we worked with the Statex team to peel back the layers of their business and uncover what lies at the heart of it, allowing us to nail their positioning and, ultimately, establish the basis for a new brand and identity. We helped identify some new ways they could communicate – modernising methods and widening channels to include better use of digital tools.

Internally, we’re working with them to launch a programme for rewarding service champions within the business, as well as tracking feedback. Of course, all of this work under the skin was essential, but we need to create an updated visual response, too. This involved redefining the brand wordmark as well as the fonts, colour palettes, stationery and signage. We’re also looking at all online and offline assets and are planning a roll-out strategy with Statex.

Why did you approach Projector for help with the rebrand?

Richard: When you’re too close to a brand, getting that fresh outside perspective is invaluable. We’ve worked with Projector for many years so we knew they could bring a lot to the project, including an external mindset and more accountability. They’re a great, honest bunch who are not afraid to roll up their sleeves to get things done so we really trusted that they’d get the most out of the process and bring our new identity to life in the way we wanted.

Phil: Having worked on rebrand projects for many other clients over the years, we’ve been able to develop a well-established process. For the vast majority of brands, getting professional help from agencies like ours means you’re a lot less likely to encounter the common pitfalls and mistakes that can crop up through the process – most of which wind up being more expensive and a lot more time-consuming.

What challenges did you face during the process? And how did Projector help you to overcome them?

Richard: With more than 25 years of communications to consider, identifying everything that needed to change was a little overwhelming at first. Without knowing how many assets we’d need to update, we couldn’t be sure of the scale and the scope of the rebrand. But Projector helped make the process so much easier. They provided a fantastic personal service and round-the-clock support with technology, visuals and artwork while we tested as much as we could and tweaked things that didn’t quite work.

Phil: While the company name was a driver for change, our constant challenge in these projects is to ensure we’re not just doing cosmetic work on logos and business cards by going deeper into the brand.

This is often the trickier part of the project because you’re holding a mirror up to the client’s business and asking them to be honest. However, challenging as it is, it’s also usually the most rewarding part of the process – and gives a firm foundation for all work to be built on.

Phil, how did you and the Projector team settle on the new identity?

Phil: We wanted to recreate a brand that truly represents Statex today: confident, approachable and forward-thinking. Through the process we looked at a range of solutions, from clever identities to simple logotypes. At the presentation however, the team at Statex were unanimous in their choice and felt the cleanliness of a bold logotype suited them and their positioning best. We’re now looking forward to helping roll out the new look and feel, as well as guide them through those internal projects to tighten brand engagement internally in coming months.

Are you happy with the results of the rebrand?

Richard: Very much so! We all agree it’s captured our vision perfectly and the reception has been fantastic so far. The style has carried through seamlessly across our printed and digital marketing channels and advertising. We’re still in the process of updating some other assets, such as our main website, so we’re looking forward to seeing the rebrand continue to roll out across our comms in the coming months. Watch this space!

If you’re interested in finding out how Projector can help you build a winning brand, contact Phil on:

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