start 2012 with a bright new brand image

brief: lumino’s brief was to develop a strong and confident new brand for printcraft, a full service printing house servicing the Brisbane area. They were looking to rebrand and relaunch themselves into the market to stand out from their competitors, positioning themselves as a full service printer offering high quality printing, warehousing and mailing capabilities. The core objective of the rebrand was to increase work volume and drive sales.

solution: after researching local competitors, it was decided that colour should play a key role in developing the new printcraft brand. We decided to combine a colour palette that wasn’t being used by key competitors and also steered clear of the overused and clichéd process printing ink colours, CMYK. A punchy colour palette of charcoal grey, bright orange and bright red was chosen to portray a dynamic brand image.

a typographic approach was chosen (rather than using a logo or a symbol) to give the company a strong point of difference and reflect printcraft’s positioning statement – Advanced Print Technology. Classic Craftmanship.

result: the customised letterforms of the logotype have been crafted to create a modern, yet timeless look. The geometric elements, that sit above the letter ‘i’ represent the company’s ability to provide customised solutions for a range of print formats and quantities, be it large or small.

these graphic elements have been used in a multitude of ways, from creating delicately crafted patterns on stationery items and large bold graphic patterns on brochures and proof folders, to using just a a single graphic element, predominantly a bold outlined rectangle, to create basis for a clever and distinctive marketing campaign.

it is these elements that have shaped the basis and continual evolution of the brand and position printcraft as a forward thinking, intelligent and reliable company within the printing industry.