The future of commerce: Transforming the Pitney Bowes brand to reinforce its evolving business

Transcription

1 The future of commerce: Transforming the Pitney Bowes brand to reinforce its evolving business

2 Repositioning for meaningful impact in the world of global commerce The Challenge For much of its 95-year history, Pitney Bowes had been known primarily for its heritage and leadership in the world of mail. While its business had expanded significantly, awareness and understanding of the Pitney Bowes brand lagged behind the reality of what the business had become. The company needed a refreshed story that reflected its breadth of services and the transformative change that was underway. Pitney Bowes needed to give people a reason to take a second look. The Idea Repositioning Pitney Bowes as a leader in the hyper-connected world of physical and digital commerce required a new outlook and a rigorous, fact-based approach. The refreshed brand is built on a singular idea that Pitney Bowes delivers precision and accuracy to create meaningful impact for clients. This idea highlights Pitney Bowes s unique point of difference in terms that are clearly understood, credible and actionable across the whole of its business, from location-based intelligence to shipping & mailing to global ecommerce. The Solution Building upon the core idea of accuracy and precision for meaningful impact in commerce we created a transformative identity for a new chapter in the Pitney Bowes story. The new visual and verbal expression conveys a smart, approachable, ambitious and energizing company positioned for leadership in the 21st century. Equipped with a clear strategy, new brand story and identity, Pitney Bowes is poised to take advantage of and help shape the continually changing trends in commerce. 2

3 Logo A new visual identity is one of the hallmarks of the Pitney Bowes rebranding initiative. Inspired by the new brand's core idea of accuracy and precision to create meaningful impact, the new identity highlights the company s focus on creating waves of impact across the borderless world of commerce. In the symbol you see a p in the center, representing the inventor Arthur Pitney and the technology he brought to market with his partner Walter Bowes, symbolized by the b surrounding the p. Together, inventor and entrepreneur, p and b, they had an immediate impact on the mailing industry and, ultimately, on the world of commerce, which is represented by the rings emanating outward from the letters. Previous Logo, 1971 New Logo,

4 PITNEY BOWES PITNEY BOWES PITNEY BOWES PITNEY BOWES PITNEY BOWES PITNEY BOWES Pitney Bowes Graphic Elements To accompany the refreshed logo, we developed a suite of visual elements that illustrate the brand s personality and global outlook. A bright, wideranging color palette and gradients show an energetic and ambitious company. A custom typeface, Precision Sans, is simple and energetic, while a secondary graphic, called the Impact Motif, activates the identity across a variety of touchpoints. A new approach to imagery also helps bring the story of Pitney Bowes to life, featuring both close-in detail shots as well as far-reaching, big picture imagery. All of these elements were created to help change the way clients interact with the brand, moving the company from a transactional look and feel to a more open, approachable brand. Color Palette Typography Precision Sans Light Precision Sans Regular Precision Sans Medium Precision Sans Bold Imagery Symbol Motif Impact Motif Iconography ail Impact Precision Global Accuracy Mapping identifier Digital transactions 4

5 Brand Voice As a 95-year old company with a legacy in physical mail, Pitney Bowes needed to give people a reason to take a second look. To achieve this, FutureBrand created a new personality based on key drivers of choice identified by clients and prospects. In keeping with the company s focus on delivering impact for all clients, the new brand is smart, approachable, ambitious and energizing. A refreshed tone of voice provides guidance for extending this new personality across all verbal communications. 5

6 Welcome to the connected and borderless world of commerce. Customer Information Management Location Intelligence Customer Engagement Shipping & Mailing Global Ecommerce Category Icons & Illustrations We commissioned a set of proprietary icons and illustrations for each business category. In keeping with the visual identity, they include energetic and strong lines and a vibrant use of color to show a dynamic and interactive company. Additionally, the illustrations work together to help build understanding of how the key Pitney Bowes capabilities fit within the world of commerce. 6

7 Stationery & PowerPoint A key part of any brand refresh, we created a new global stationery system for Pitney Bowes and also updated their corporation-wide PowerPoint template. Both are simple, yet impactful and unifying representations of the brand in action. 7

8 Brand Architecture Based on the new brand strategy, we classified their brand architecture to organize the broad Pitney Bowes portfolio of offerings into five key capability areas: Customer Information Management, Location Intelligence, Customer Engagement, Shipping & Mailing and Global Ecommerce. Each of these capabilities represents a critical aspect of the commerce ecosystem, further positioning the company as an expert in physical and digital commerce. 8

9 Updated Sales & Marketing Materials Sales and marketing collateral is key to telling the Pitney Bowes story. We developed a modular collateral system to enable internal Pitney Bowes teams to create on-brand materials easily. Each piece provides visual cues of intelligence, approachability and ambition, constantly reinforcing what makes Pitney Bowes an ideal partner for businesses of all kinds. 9

10 Impact Stories We created 40 unique stories to illustrate how Pitney Bowes delivers on its promise of delivering accuracy and precision for meaningful impact in commerce. Additionally, we developed a user-friendly template so that Pitney Bowes employees can submit their own impact stories going forward, and continue to show its impressive global impact. 10

11 Training & Briefing Sessions To ensure that the new Pitney Bowes brand is executed consistently and accurately, we conducted training and briefing sessions with various internal teams and agency partners. Building understanding and excitement for the new brand is essential to its success; by educating Pitney Bowes s employees about how to execute in an on-brand way, we were able to position them for continued success. 11

12 12 Launch Materials We created a number of launch day materials to galvanize and educate the company s personnel. Invitations to the events and launch items created excitement around launch and allowed Pitney Bowes to activate the brand quickly and efficiently. FutureBrand also developed a comprehensive brand book that tells the story of the brand positioning, tone of voice, identity and what they mean for the business. Additionally, we created a capabilities brochure and PowerPoint presentation for front-line salespeople to familiarize themselves with the new Pitney Bowes and immediately incorporate it into their everyday behaviors and activities. 12

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