Like most long-standing businesses, Ampersand Printing successfully built a strong base of loyal, long-term clients. Over time, the brand had become tired and needed a boost. With an expansion of their service offering, Ampersand called circus for marketing support and a fresh take on their established branding.
A fresh take on an established brand
Research indicated that although the existing visual identity had some recognition in the marketplace, it was perceived to be outdated among key segments of its target audience. Ampersand wasn’t looking to reinvent their brand; instead, they wanted to update the symbol and wordmark and keep the iconic ampersand (&) symbol without alienating their loyal, long-term clients.
Clean & Simple
A key part of the process was testing font styles used in the wordmark, so the company name could appear with and without the symbol. A clean and fresh font style was chosen to create a more contemporary look and feel for the new brand positioning: “print & marketing execution experts”. Once the refreshed brand identity was complete, a detailed standards guide was developed to ensure a consistent application across all communication materials.
& That’s not all
Once the refreshed brand was complete, circus built a new website, designed to be responsive across all devices and optimized for search engines. The new brand identity was rolled out to Ampersand’s marketing and communications collateral, including business cards, a presentation folder, stationery, brochures, and a direct mail campaign. The sales team was now fully equipped with new marketing tools and sales leads.
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