Tough Love
Vertis CASE
Background
Vertis provides targeted marketing services from conception through design, production, and distribution for more than 3,000 clients. Vertis' services include account planning, market research, media planning, advertising production, digital production, and fulfillment services. Vertis produces newspaper inserts such as color comics, TV magazines, and supplements and provides direct mail, package design, interactive marketing, and media planning services to clients in the US and Europe. Evolving the company’s core proposition beyond their printing heritage required a complete overhaul of the brand.
Challenge
The system for relating Vertis capabilities was overly complex, and often inconsistent: divisions, capabilities, software, services, and other sub-brands were being communicated at the same level without an easily understood hierarchy. Moreover, the Vertis logo and design system lacked the sophistication that should be evident at a communication company. Through this branding initiative, Vertis was intent on raising its profile and enhancing comprehension of the brand.
Solution
Vertis needed stakeholders to understand they had grown far beyond its printing heritage. Perception seriously lagged behind reality. Protobrand led a complete overhaul of the brand-- from a new positioning and messaging platform, to a new logo and logo system, to a revamped website and collateral, to tactical launch advertising. Vertis, now renamed Vertis Communications, focused its brand on imprinting one central idea on the minds of its most important stakeholders: Vertis Communications is your marketing partner for the toughest jobs.
Background
Vertis provides targeted marketing services from conception through design, production, and distribution for more than 3,000 clients. Vertis' services include account planning, market research, media planning, advertising production, digital production, and fulfillment services. Vertis produces newspaper inserts such as color comics, TV magazines, and supplements and provides direct mail, package design, interactive marketing, and media planning services to clients in the US and Europe. Evolving the company’s core proposition beyond their printing heritage required a complete overhaul of the brand.
Challenge
The system for relating Vertis capabilities was overly complex, and often inconsistent: divisions, capabilities, software, services, and other sub-brands were being communicated at the same level without an easily understood hierarchy. Moreover, the Vertis logo and design system lacked the sophistication that should be evident at a communication company. Through this branding initiative, Vertis was intent on raising its profile and enhancing comprehension of the brand.
Solution
Vertis needed stakeholders to understand they had grown far beyond its printing heritage. Perception seriously lagged behind reality. Protobrand led a complete overhaul of the brand-- from a new positioning and messaging platform, to a new logo and logo system, to a revamped website and collateral, to tactical launch advertising. Vertis, now renamed Vertis Communications, focused its brand on imprinting one central idea on the minds of its most important stakeholders: Vertis Communications is your marketing partner for the toughest jobs.
