Role & Contribution
Direction, management, presentation, marketing strategy, concepting, senior design, photography, client services, sales and pre-press production.
Story
When I came on board with Corporate Printing Solutions in 2008, acquisitions were underway. Services were increasing, the team was expanding and the identity of the company needed to be revamped to reflect this growth. A rebrand was a priority, in fact within my tenure with CPS, 2 rebrands were a priority. Through concepting and direction, the journey of revising the
brands commenced.
brands commenced.
Branding
CPS (Corporate Printing Solutions) was in need of an upgrade. Initial logo drafts began with concepts that communicated traditional print, however now CPS offered much more than traditional offset printing. Capabilities included graphic design, marketing, print, promotions and large format. The CPS acquisition included 3 new companies. The logotype needed to be more suggestive and inclusive to the depth of services the future CPS would provide. Sketching and drafts began for the logo and tagline and "we made it happen."
Marketing Collateral
In 2008, CPS had a robust sales team. Supporting materials were crucial to promoting the rebrand, increasing exposure and educating the current and potential customers of new capabilities. With the full gamut of printing solutions, there was no limit on finishing techniques or specialty stocks. Marketing included print collateral, direct mail campaigns and print advertising. Monthly marketing campaigns were provided with new materials. Working with a team of 6 creatives, I directed, designed and developed monthly direct mail and marketing campaigns for production and distribution to increase profits and the client base.
Video promotion
Motion graphics and digital media were increasingly trending in the industry. After working in an agency for several years, I knew that marketing expanded beyond traditional direct mail and print. The industry was showing that digital advertising and social media were taking off at hyper speed.
I reached out to a colleague in the industry and discussed the idea of a promotional video reel. Working together in After Effects and Premiere, I directed the storyboard and we produced a brief video.
This project was an exploration beyond my job title and responsibilities, but I felt the need to grow and improve the company in this arena. I personally funded the project. The idea was presented to the stakeholders for consideration, however, it was never used in any capacity beyond my own growth as a creative.
I reached out to a colleague in the industry and discussed the idea of a promotional video reel. Working together in After Effects and Premiere, I directed the storyboard and we produced a brief video.
This project was an exploration beyond my job title and responsibilities, but I felt the need to grow and improve the company in this arena. I personally funded the project. The idea was presented to the stakeholders for consideration, however, it was never used in any capacity beyond my own growth as a creative.
Another Merger
As the years continued on, CPS continued to grow. A new partnership between Annapolis based print house Frank Gumpert Printing and CPS was spearheaded.
A rebranding was in order and was on track. CPS || Gumpert was born. The two companies had quite a bit of equity in their current company names. With the amount of clients each partner held, it was pivotal to eliminate any confusion with this exciting new venture.
Branding
How were we to present these two company names cohesively in one brand? The double lines incorporated a step-up with the merger. The color palette was kept modern and simple to emphasize our colorful client print work.
The 3 categories provided insight into the broad range of capabilities CPS || Gumpert could offer.
The 3 categories provided insight into the broad range of capabilities CPS || Gumpert could offer.
Iconography
Icons were hand illustrated and provided a loose, fun contrast to the modern geometry of the supporting secondary graphics.
Impacting the Working Environment
With the expansion of the company, the team expanded as did the working space. The building beside CPS was acquired and renovations were underway. Additional branding continued throughout the environment. The entrance wall signage and front desk extended the cohesion of the brand and provided a welcoming, professional user experience for visitors.
Online
The previous CPS website presence was mainly developed for an online presence and informational purposes. The new CPS || Gumpert website provided not only a strong web presence, but incorporated functionality and utility. Users would be able to upload files, find pricing and read feeds of new products and events. After my team and I designed and drafted comps for the structure and foundation of the new site, CPS || Gumpert partnered with an outside vendor to finalize development.
High-fidelity mockup of site before launch
Supporting Advertising
In addition to print collateral, support for the brand expanded to multi-channel, cross channel and we even explored omni-channel marketing. We increased the team and added a copywriter increase content quality.
Collateral
Marketing and sales collateral was refreshed. With the extensive capabilities of working in a professional print company, the potential equipment at my fingertips was extensive. I had the opportunity to design in all sizes, experiment with a wide selection of substrates and finish designs in any creative fashion on-site.
Where is CPS || Gumpert Now?
CPS || Gumpert continued to expand. Additional acquisitions unfolded and the company rebranded yet again to launch the current company IronMark. The new launch also involved expanding the warehouse and combining the Annapolis location with Hunt Valley and moving to Howard County, MD.
Like what you see?
Reach out. We have lots to talk about.
Reach out. We have lots to talk about.
