CJK (formerly The C.J. Krehbiel Company)
Print Possibilities
Metaphor Studio Rebrands a 132 Year Old Printing Legacy
CINCINNATI, Ohio - August 30, 2003 - CJK (Formerly The C.J. Krehbiel Company), (www.cjkusa.com) a full-service printer of books, catalogs, directories, magazines, manuals and other materials headquartered in Cincinnati has just launched a new identity developed by Metaphor Studio, (www.metaphorstudio.com) an advertising and technology agency in historic Over-the-Rhine, that also provided branding, interactive, and advertising for their company. Metaphor Studio provided creative services including naming, tagline, identity design, Web site development, collateral design, copywriting, advertising and media planning and consulting services under a process they have termed "Community Experience Development™(CeD)."
CJK's complete in-house capabilities and advanced press technology allow them to offer great flexibility in printing. Their ability to print in a variety of formats and signatures and to produce full-color work ensures the uniqueness and success of their client's projects. In addition to standard sizes, their unique trim sizes increase the recognition of printed pieces while avoiding extra costs and turn-around time. Their complete in-house bindery is one of the largest in the Midwest, able to accommodate even the most unique of requests. Hardcover adhesive and smyth sewn, saddlestitch, wire-o, spiral and mechanical binding are just some of the choices.
Metaphor Studio's Community Experience Development philosophy
utilizes a brand community metaphor as the process for evolving a
company's image. "Metaphor Studio's solid grasp of creative implementation allows them to excel at Web-focused brand strategy," stated Tuck Krehbiel, CEO of CJK "
CJK and Metaphor Studio worked over the last twelve months developing the new brand strategy for the company. The work has involved updating existing materials, development of new materials, and focusing on the Web site as the central tool for marketing and communications. The campaign began with an ad announcing the rebranding debut in Spring 2004. Utilizing a sepia photograph of the founder "CJ", and photographs from the original company in 1895, the ad featured the headline "A Printing Legacy Evolves."
Brand Positioning
Experts in Full-Color Multi-Page Bound Documents
Brand Statement / Promise
CJK is an engaging craftsman who pursues the art and science of printing through an empowered community dedicated to the creation of their client's product and experience. CJK embodies expertise through authenticity and innovation in the printing craftsmanship of four-color multi-page bound documents.
 Brand Mantra
Genuine Communicative Craftsmanship
The Essence, Character and Identity of the CJK Brand
The purpose of a Brand Mantra is to present the internal brand community with a three-word statement that provides the necessary understanding of the brand in order to instill a larger sense of common goals and shared vision.
The essence of CJK is that of a genuine community. This attitude is present in every aspect of the brand. The company possesses a 130+ year heritage of being family owned, family operated and delivering service in a consistently genuine manner. Individuals in the company are encouraged by senior management to present themselves in a manner that is genuine in order to be in harmony with the CJK company philosophy. This genuine nature translates from the experience to the final product by continuously delivering what was promised, when it was promised for the price that was promised. Expert craftsmen/women are genuinely engaged in the CJK process that was first formulated over 130 years ago and has evolved every year since.
The character of CJK is that of a communicative community. The clients and prospects that CJK interacts with every day are from all corners of communication. Whether printing and binding catalogues, books, magazines, manuals, educational, or religious materials the character of the community is communicative. As a larger body these individuals are linked through their need and desire to share some aspect of their products, services, thoughts, or knowledge with a larger audience and as an integral role in this community CJK makes that possible through their communicative nature.
The identity of CJK is that of a craftsmanship community. Clients and prospects seeking a superior knowledge of printing processes, a flexibility derived from true experience, and a relationship with a reliable source for their printing and binding needs seek out CJK for their experienced craftsmanship that differentiates them from their competitors. At CJK quality is of the utmost importance and that translates to a better product and experience without the loss of efficiency.
 Logo Mark/Brandmark
The goal of the CJK logo mark creation was to exemplify the concepts and potential of "Genuine Communicative Craftsmanship." If the mark is too literal it will be "steeped in the past," and not represent CJK's present position and future potential. On the other hand, if the mark is too contemporary then it will have "no solid foundation" or leverage past equities. Therefore, a harmonious brandmark that exists equally in both camps was the preferred goal.
Tagline
CJK
Print Possibilities
This tagline is a communications vehicle that exhibits CJK's spirit, core competencies and realm of boundless promise.
The word "Print" lends a level of transparency to the message as the CJK brand name will not communicate "printing" and is only hinted at graphically elsewhere in the logo mark. The word "Possibilities" illustrates the potential that a CJK working relationship encapsulates for their clientele. It highlights CJK's capabilities and emphasizes the unlimited nature of their work.
The tagline additionally contains a double-entendre in that the word "Print" can be used both as a noun and as a verb. As a noun, the communication reflects "possibilities in print" or the "possibilities of printing." "Possibilities" directly refers to "Print" as that which contains possibilities. This method of communication is an internal communication reflecting CJK's core capability. As a verb, "Print" modifies the subject "Possibilities." The phrase therefore serves as a call to action for the audience to "print the possibilities." "Possibilities" are endless and can be reproduced through printing and other acts of replication. In this form, the message becomes external, as an inspirational charge to the customer.
Download the "Community Experience Development™ executive white paper from the Metaphor Studio Web site.
About CJK:
CJK is a full-service printer of books, catalogs, directories, magazines, manuals and other materials headquartered in Cincinnati, Ohio since 1872. Our complete in-house bindery is one of the largest in the Midwest, able to accommodate even the most unique of requests. Complete in-house capabilities have allowed us to expand services in recent years beyond books to offer flexibility in printing any full-color multi-page bound documents.
Learn more at CJKUSA.com
About Metaphor Studio:
Metaphor Studio is an integrated marketing communications agency providing Brand Strategy, Web & Interactive, and Advertising to regional and national clients. Project teams are experts in identity and interactive experience management including strategic planning, graphic design, Web site application development and Web site maintenance. Specializing in the development of brand communities by providing strategies for sharing, participation and fellowship through integrated communications. Learn more at MetaphorStudio.com
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CeD, Q2 2004, Volume 2, Issue 2
Past Issues:
2004
Q1 2004 - CHANGE!
Q2 2004 - Branding Personality
2003
Q1 2003 - Cultivate
Q2 2003 - Fascinate
Q3 2003 - Illuminate
Q4 2003 - Celebrate
CeD is a quarterly publication designed to provide insights into Metaphor Studio's
Community Experience Development™ process of consulting. Metaphor Studio is an advertising and technology agency in Cincinnati's historic Over-the-Rhine providing branding, interactive, and advertising strategy.
About CED:
Community Experience Development™ (CED) is a business philosophy that focuses on the proprietary consulting strategy of Metaphor Studio, LLC, utilizing Internet methods for revolutionizing brand communities. CED includes cultivating, fascinating, and illuminating the target audience through personalized and non-personalized membership communities. The core CED principles involve leveraging intellectual properties to position each community creator as the leader and expert in their given community. Achievement of CED objectives results in the evolution of the brand community as the destination point for the given topic both online and offline. Download the complete executive whitepaper.
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