Making a bigger impression globally

Already known as a global player, GM needed a revitalized brand communication platform fit for their ambition to become the world’s leading provider of digital finishing solutions – combining technological advancements, sector expertise and automation.

They needed the market to understand their complete, more advanced and more versatile offering. That the company has changed from being order-driven with a heavy focus on product specs, to being focused on end-product results and the true value they deliver for the print houses.

To do this, they tasked CBC with overhauling GM’s brand identity and messaging, creating a modern brand communications platform, and bringing it all to life with a new corporate website as well as in other key communication vehicles on- and offline.

In consultation with CBC, the client identified the need to build a more customer-centric and value-driven brand story: one that clearly shows that GM isn’t just about great technology, but how it helps its partners deliver significantly better value than their competitors; grow revenue by optimizing business; stay ahead through greater automation and significant R&D; optimize space with more compact equipment; and, crucially, maintain uptime through more reliable equipment and support.
To reflect the fact that GM is repositioning itself to lead the way in the world of digital finishing, CBC created their new company tagline “Finish First”. This tagline achieves two objectives: it repositions GM in the minds of their audience as being a market-leader, and it also empowers their clients to realise they can help lead their market too through the use of GM’s solutions.

In a market saturated with familiar images of printing equipment, CBC then showed how GM can lead the way with a more elevated visual universe. Using a smart and distinctive overlaid graphic technique, we highlighted headlines and key features while showcasing their technology and/or people behind those achievements – at the same time illustrating and owning the fact that GM leads the business of labelling.

Finally, we overhauled their tone of voice and messaging strategy to move from features to benefits, from technology to solutions, and to make their communications more consistent and compelling.