UniPrint pioneered the use of PDF-based universal printer driver technology and are the recognized leader in printing virtualization. Based on our longstanding relationship, UniPrint asked DSC to develop and apply a new identity and brand positioning for their company. Faced with increasing and evolving competition and reduced market share, it was critical to re-establish UniPrint as the market leader. UniPrint grew out of the vision of its founder and, as such, needed to mature in the space and plant its feet firmly into the market. Special consideration was taken to respect the narrow online sales channels and important distributor networks. The process incorporated an extensive brand exercise and a re-defined look at what made UniPrint unique and of value to its customers.
From a visual standpoint it was important to stand out while also maintaining key elements of the core product's function. Given the nature of the software market and the speed of change inherent within it, we also had to develop an identity that could stand the test of time in an industry that changes at the speed of light. The introduction of hardware to the offering also required an approach that could translate physically and effectively to the manufacturing process.
Key deliverables: Brand Audit, Strategy, Messaging, Design, Writing, Graphic Standards, Advertising, Media and Communications, Production