background
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 were seeking a new brand strategy to reflect the many changes in their company and their industry. metaphor provided creative services including Naming, Tagline, Identity Design, Web Site Development, Collateral Design, Copywriting, Advertising and Media Planning and Consulting Services under a pull marketing strategy process we 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.
challenge
CJK required brand renewal in a compelling way. For over 130 years this family owned and operated company had been known as a book manufacturer and yet their advances in technology had created a whole new world of printing possibilities for their clients and prospects. Many book jobs were being shipped overseas and their long-term clients were finding more cost-effective methods of achieving their needs. The company was seeking a strategy to reinvent their image for current clients and prospects. They needed to let them know that they had diversified their offerings to include time-sensitive projects that require full-color multi-page bound documents.
metaphor's solution
CJK and Metaphor worked over twelve months developing the new brand strategy for the company. The work involved consulting services including Brand Positioning, Brand Statement , Brand Research, Brand Mantra, Naming, Tagline Development, Brand Identity Design and System Development, Online Brand Renewal, and Creative Advertising Campaigns through Metaphor’s pull marketing strategy with a series of Identity, Interactive and Advertising Audits.
metaphor’s work included updating existing materials, development of new materials, and focusing on the Web site as the central tool for marketing and communications. The transitional ad campaign began with announcing the rebranding debut. Utilizing a sepia photograph of the founder "CJ", and photographs from the original company in 1892, the ad featured the headline "A Printing Legacy Evolves," and following up with the new brandmark, tagline, web site and new brand awareness ad campaign that launched in the Spring.
