Brand Transformation
Modernising a heritage brand
For over 65 years, FUJIFILM Business Innovation Australia has been helping organisations run smoothly, providing reliable document solutions and services. Known for its wide range of office multifunction devices, production equipment, printers, and services, the company has earned a strong reputation in the industry.
Embracing digital transformation within their own organisation, FUJIFILM Business Innovation Australia evolved its offerings and internal structure to better support other organisations to streamline operations and boost productivity. This consulting-led, holistic approach to delivering business solutions drove the need for a united, consistent, fresh brand to represent this evolution.
One, united FUJIFILM BI brand
Bringing together three sub-brands, several stakeholders and diverse solutions under a single brand with a single Customer Value Proposition (CVP) was a crucial starting point of this project. Additionally, staying true to the FUJIFILM global brand and heritage was an essential part of the process.
We developed a comprehensive brand strategy which included positioning development, messaging framework and an evolved visual and verbal identity. This represented Fujifilm Business Innovation Australia’s shift to dispel brand confusion and show up as a modern, dynamic organisation.
Website presence
FUJIFILM Business Innovation Australia’s existing website was reflective of their siloed business and service offerings. To help prospects find the information they are looking for, we needed to restructure the website hierarchy to focus on their needs, rather than internal structures.
We ran a number of stakeholder interviews to draw out the customer value angle for the website copy. Highlighting the unique, consulting-led approach to business solutions was essential in order to create distinction within a very functional market.
New copy was created for over 25 new pages across 5 categories with a strong storytelling approach, putting the customer and their challenges at the centre of the narrative.
Design started with simple wireframing, using the existing website modules and UI best practices. The new brand was then applied, featuring bold colours, icons and creating hierarchy through font styles.
Embedding the brand
With a sales model that relies heavily on sales engagement, the frontline team were a key channel in the rebrand success. Sales playbooks, enablement decks and education sessions were designed to support the team. These assets helped connect the brand positioning to their services and solutions and provided the tools to open up opportunities for their new, consulting-led business offerings.
