Listed on the Warsaw Stock Exchange, Poligrafia was Poland’s third largest printing business. Its equipment and capabilities surpassed most of its West European rivals, but its brand and communications lagged far behind. As part of a strategy to attract and secure a global buyer, we rebranded the business from head to toe.
Deliverables
Brand strategy / Brand identity / Corporate website / Branded environments / Culture change program / Employee comms
The challenge
With their sights set on selling the business, the brief from Poligrafia’s exec team was clear: Transform the organization into an entity that looked and operated like a global business without losing sight of the commercial benefits provided by an East European location and heritage. To ensure internal buy-in and cost-efficiencies, they also asked that in-house teams play a key role in delivering the change.
Our solution
We took a deep dive into the business to explore four key issues: marketing, market context, organizational culture, and acquisition criteria. Our research identified two strategic blockers to change: a regional marketing focus and a traditional, hierarchical culture not geared to the pace of a global business.
Informed by the research, we worked closely with the Exec team to develop a new proposition, values and vision. Messaging centred around the business’s global connections, industry-leading capabilities and strategic locations.
Visually, we evolved rather than transformed the brand identity as it was well recognised across Europe. This included a rework of the logo and a brighter version of the existing colour palette. We also brought in new typographic elements, an employee-focused approach to imagery and visual devices representing paper speeding through the printing press.
To efficiently rollout the brand and increase engagement with the process, we set up an internal ‘Brand Delivery’ team. We also worked in collaboration with a people development consultancy to address some of the culture issues we’d identified earlier in the program.
