Their portfolio is vast, and they have been around for more than half a century. However, in 2016 they were losing market share quickly to competitors like Xerox, Samsung, and Konica Minolta. Their response? A new line of printers that made color printing efficient and affordable for businesses.
The challenge? How do you generate excitement around printing paper? To most people, printing a spreadsheet or image is a subconscious act. They don’t even think about it when they click the “Print” button. Our goal was to change that mentality. We wanted users to have a “wow” moment every time they picked up their document from the printer. The specs of these machines are remarkable, so we had to translate them through messaging that people could relate to and understand. When the product line launched, it was accompanied by a full advertising campaign with messaging, social assets (paid and organic), brochures, product guides, and sales collateral.
Thank you for having a look around. And please, don't hesitate to reach out to me with any questions, curiosities, or opportunities you may have.
