Printed By Somerset
Printed By Somerset
Issue 41 | December 2016
Agency
Leo Burnett Toronto
Creative Team
Chief Creative Officer: Judy John Creative Director: Judy John, Lisa Greenberg Group Creative Director: Lisa Greenberg, Ryan Crouchman, Sean Ohlenkamp Copywriter: Marty Hoefkes, Andrew Caie Art Director: Dejan Djuric, Pedro Izzo, Ryan Crouchman, Scott Leder, Chris Duchaine Designer: Dejan Djuric, Pedro Izzo, Ryan Crouchman, Jeff Watkins Illustrator: Kristina Marija Valiunas, Dejan Djuric Director, Creative Technology: Felix Wardene Web/Flash Developer: Jacqueline Adediji, Dan Purdy Developer: Jacqueline Adediji, Dan Purdy, Margaret Beck Project Manager: Tracy Wightman Photographer: Luis Albuquerque, Arash Moallemi
Production Team
Agency Producer: Laurie Filgiano, Sabrina DeLuca Director: Luis Albuquerque Director of Photographer: Luis Albuquerque
Other Credits
Account Supervisor: Kayla Osmond Planner: Joshua Hansen
Date
January 2016
Background
Somerset, a small printing shop in Mississauga, specializes in beautiful, high-quality printing. But they weren't getting the credit as such. Somerset's existing clients weren't taking advantage of their capabilities.
They had two unique challenges. They needed to grow their business by appealing to a very niche clientbase – the audience that appreciated their offering: the creative community. And they were trying to grow their printing business in a world that was growing in a digital direction.
Idea
They needed a rebrand and website that demonstrated what they do: make beautiful printed pieces. Despite the digitally growing industry, the idea was to lean toward print, craft and physicality as much as possible and create a truly printed website. Then put it in the hands of designers through a direct mail request–building Somerset's reputation in the right community, and a database of potential clients.
A diverse visual identity was created, inspired by stacks of paper on the press floor, by using every printed technique, paper stock, foil, ink, texture, and finish Somerset had to offer. Every printed piece — and even website, was an opportunity to delight designers. To show Somerset's pride in what they print, the task began by renaming them to "Printed By Somerset".
From there a full collateral package was developed including business cards, envelopes, stationery, sticky-pads and notebooks. A fully printed website was created that was shot in stop motion and transferred online.
Results
The rebrand shifted the way designers viewed Somerset. They were immediately recognized for their innovation, design capability, printing capabilities and unique offering.