To inform and inspire people around the returning and revitalised Kodak brand.
No one knew what the B2B part of the Kodak business did. As part of the new organisation, its focus has shifted to “information management”, creating and managing high volume scanners and other products, for businesses and service bureaus globally. Like the B2C Kodak Moments brand, each of the global territories was managing the brand and communication with little consistent strategy or look and feel. The challenge was to create a brand from the ashes of the former Kodak which would communicate the new business’ ambitions whilst retaining many of the quality cues of Kodak’s photographic heritage.
The existing Kodak logo provided a challenge. As part of the new deal, strict constraints had been placed on the use of the logo, which all had to be considered as we started to build the new brand identity.
A simplified and contemporary new face for the Kodak business side.
The new company needed a brand which would nod towards the organisation’s vast expertise, but wouldn’t depend on a brand name, Kodak, which they no longer own or have any control over. Our task was to create a brand which communicated Kodak Alaris’ expertise in a contemporary and relevant way, and one which they could differentiate from the consumer-facing Kodak Moments brand.
As Kodak Alaris’ lead global design agency, we created a brand to work across the Kodak Alaris business, from colour palette to image libraries, tone of voice, interiors, template systems and overall creative direction for the entire brand. We challenged the business to forefront their products and services, creating photography which heroes their scanners and printers, and forces them to communicate in a more succinct and engaging way.
Visual and tonal consistency across a sleek, new brand.
Under the previous Kodak brand, assets were created in an ad hoc way by local marketing teams, reducing brand impact and the authority of the global marketing team. We worked with the marketing heads from around the world to listen to their challenges, then created an easy-to-use brand identity system, which has restored consistency to the global B2B and B2C marketing output. The core brand team is now able to manage campaigns centrally which has dramatically impacted brand consistency, and the process is substantially more efficient than previously.
“Red&White have transformed the face of our business at an exciting time.”James Soames
Group CMO, Kodak Alaris
“Red&White have been an invaluable partner to us as we evolve our organisation. They have worked closely with our marketing teams around the world to create a strong and consistent brand across our global business. They have tirelessly and enthusiastically implemented their ideas for our brand, and in close partnership with us, have transformed the face of our business at an exciting time.”
Group CMO, Kodak Alaris
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