Over the past few weeks and months, Grafik, one of the DC-Metro area’s leading marketing communications firms has been working overtime to produce exceptional work for three clients, all very recently released. In keeping with our core competency—integrated brand strategy—these new campaigns weave strong brand positioning throughout print, direct mail and interactive executions.Grafik has been working with three distinct divisions of Software AG, a global player in business process excellence, to develop lead generation programs that represent a strong departure from the rest of the industry. The newly launched “Know” campaign, for example, is a breakthrough marketing solution for supply chain logistics. Described by the client as edgy, sexy, and compelling, it delivers all the necessary information across print, direct mail, html emails, trade show signage, banners and giveaways, event invitations, and a microsite.
In contrast, the Association of International Automobile Manufacturers (AIAM), came to Grafik looking to redefine its position. Labeled as the “foreign” automakers’ association by its rivals, it needed to change the ongoing conversations on the Hill, and present its members as global brands. After a comprehensive strategic rebranding effort, Grafik proposed changing the association’s name to Global Automakers and focusing messaging around the new brand line, “Ahead of the Curve,” which points to the leadership and innovation of its member companies. We then launched the brand with an integrated identity that includes a robust new website.
Simultaneously, Grafik took on a rebranding initiative for JK Moving Services, the third largest independent moving company in the nation. With five divisions marketing independently from each other, Grafik set about to dismantle the silos, and promote cross-selling throughout the organization. Armed with solid research and exceptional customer testimonials, we embarked on a one-year overhaul that touched every facet of the company. Grafik completely reorganized the brand architecture and established new naming conventions, developed the new brand line “What Matters Most,” overhauled the website, launched a new blog, designed a new system of collateral, and significantly increased their social media presence. Now when one of the newly designed trucks crosses the country, JK doesn’t look like a “mom and pop” operation — it stands out as a professional national carrier of choice.
