Americk Packaging is an international specialist provider of printed packaging solutions. Its operations are spread over six locations across the UK and Ireland, all with different specialisms. VCG was approached by the client to look at how to integrate existing fragmented brands under one strong, single identity.
With 690 staff across its locations, a clear strategy had to be devised before transforming six unique identities into one blended organisation. VCG identified the need for a set of brand guidelines that capture the Vision, Mission and Values of the organisation. Formulating a brand strategy that all staff at all levels could buy into first before delivering an integrated brand awareness campaign to its customers, suppliers and stakeholders.
Scope of Work
VCG managed the whole process from start to finish working with staff across all 6 sites to understand the strengths of the collective organisation and where and how it competes.
Every branded item from uniforms to stationery, from signage to IT systems, website to sales presentations were identified and built into a transition schedule. Working with designated suppliers VCG managed the costing and procurement exercise working to an agreed budget the visual transformation and design process had to be managed carefully as part of a sign-off process.
A vital part of the process included the intensive internal communications activities designed to inform and buy in staff through 23 briefing sessions across 6 sites. The aims of the briefing sessions were not only to communicate the new brand identity, but to also reinforce the company’s vision and to inspire staff to ensure collaboration and cross-selling of the new brand further afield.
The result is a new, strong identity that encompasses all aspects of the packaging manufacturer. The clever use of familiar graphics re-designed into a new identity, coupled with strong and clear brand guidelines made it a seamless and controlled process for the client.
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