Pitney Bowes

Country Base: USA
Industry/Sector/Keywords: Technology, Global Commerce, Software, Data, Consulting
Below: Before and After Images in Slide Show, Videos, Summary, Credits

Summary

Industry Setting

Long known as a leader in the world of physical mail, Pitney Bowes has expanded considerably to become a truly global technology player in the world of physical and digital commerce. However, awareness and understanding of the companyÍs full capabilities, both internally and externally, lagged behind the reality of what the business had become.

Challenge

The company needed a refreshed brand story and identity that reflected its breadth of capabilities and positioned it as a technology leader in the world of commerce.

Strategy

Repositioning the brand began with redefining the space in which Pitney Bowes competes. The transformed business is best captured in the following statement: ñAt Pitney Bowes we thrive on helping our clients navigate the complex world of commerce _ from using data to market to their best customers, to efficiently enabling the sending of parcels and packages across the globe, to securing payments through statements and invoices, keeping their businesses moving forward.î

Additionally, our rigorous, fact-based and insights-driven approach led to a core brand positioning and personality that inspired all of our work and breathed new life into the brand both visually and verbally.

The logo and brand look and feel express a more modern Pitney Bowes while honoring the companyÍs heritage and founders. In addition, custom illustrations help visualize the ecosystem of physical and digital commerce, as a way to build understanding of their new business context.

Result

The positive results of the brand transformation have been remarkable. Social media engagement increased by 300%. And in the time since launch, web page views are 59% higher than 2014 and inquiries are up 59%. More importantly, the re-envisioned brand has begun to influence the way both clients and employees think about Pitney Bowes, from brand of the past to dynamic and future-focused, with a clear point of view and clear value in the world of commerce.

Credits:

Client: Pitney Bowes – www.pitneybowes.com

Brand Strategists/Designers: FutureBrand – www.futurebrand.com

Client Services:
Associate Account Director, Client Services Lead: Anuschka Wiese
General Manager & Executive Director, Client Services: Holmfridur Hardardottir
Account Manager: Megan Tafelski

Brand Strategy:
Executive Strategy Director; Strategy Lead: Kari Blanchard
Strategy Director: Matt Huss
Associate Strategy Director: Julie Peters
Associate Strategy Director: Brian Meyers
Associate Strategy Director: Philine Eisbein
Senior Strategist: Amanda Kicera
Analyst: Phoebe Simmer

Design:
Associate Creative Director; Creative Lead: Lloyd Blander
Executive Creative Director: Doug Sellers
Creative Director: John Malozzi
Design Director: Henri Kusbiantoro
Design Director: Quae Luong
Design Director: Scott Williams
Creative Director, Branded Environments: Sung Kim
Design Director, Branded Environments: Yogeeta Dastane
Designer, Branded Environments: Jintana Tantinirundr

Implementation:
Director of Production: Kristopher Pelletier
Senior Implementation Director: Darren Horwitz
Associate Implementation Director: Paul Krauss
Implementation Manager: Tom Li

Writing:
Writing Director: Patrick Attenasio
Senior Writer: Veronique Bergeron

External Project Partners:
Brand Experience: Jack Morton – www.jackmorton.com

Research: KRC Research – www.krcresearch.com

Marketing & Technology: DigitasLBi – www.digitaslbi.com/us

Public Relations: Burston-Marsteller – www.burson-marsteller.com

Digital Asset Management: Freedom Marketing – www.freedomdam.com

SharePoint Consulting: BrightStarr – www.brightstarr.com

Advertising: BBH – www.bartleboglehegarty.com/newyork/

Illustration: Carl DeTorres – www.cdgd.com

Animation: Trollb_ck+Company – www.trollback.com

Iconography: Forma & Co – www.forma.co

Typography: Dalton Maag – www.daltonmag.com

Product Photography: David Arky – www.arky.com

Editorial Photography: Lee Mawdsley – www.leemawdsley.co.uk

Writing: Curtis Balom

2017-07-09T19:21:47+00:00

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