Reimagining a complex and growing hardware and software business
Lexmark is a global technology leader creating innovative imaging solutions and technologies that help customers worldwide print, secure and manage information with ease, efficiency and unmatched value.
We partnered with Lexmark to reimagine their brand for a digital-first world, creating a cohesive identity system that would unite their hardware and software offerings while positioning them for future growth.
The result is a bold, modern brand that reflects Lexmark's innovative spirit and commitment to excellence, with a flexible design system that can adapt to their evolving business needs.
Project Details
Client
Lexmark
Industry
Technology / Hardware & Software
Services
- Brand Strategy
- Brand Identity
- Digital Experience
- UI/UX Design
- Motion Design
Year
2023
Articulating their vision and offer
We worked side by side with Lexmark's leadership to redefine and articulate the evolved vision of the business and then reorganise how its portfolio of products and services is presented and experienced by people.
A symbol of opportunity
This provided a solid foundation for us to create and craft a new brand identity designed to signify and express the vision. At the heart of this new story is the diamond symbol – we remembered their existing logo, giving it new purpose as an aperture that focuses on and opens up new opportunities.
Seamless transition
To make sure the transition to the new identity was as seamless as possible, we worked with internal teams and their agency partners to produce robust toolkits that would meet their priorities when it came to application.
Results
28%
Increase in brand recognition
42%
Growth in digital engagement
15%
Increase in customer satisfaction
"The team delivered a brand identity that perfectly captures our vision for the future. Their ability to translate our complex business into a clear, compelling visual language has been transformative for our company."
Allen Waugerman
President and CEO, Lexmark
