The Back Story
Paragon Service Point was a UK digital print company with 22 branches in high street and business campus locations.
However, their brand was letting them down. Badly.
It was uninviting, lacked visibility and didn’t clearly project what they did.
In early 2019, Paragon bought Service Graphics, a large format and display printer with 4 factory and 4 sales locations around the UK - an established supplier to many blue-chip brands. A board decision in principle was made to integrate the two entities and launch the combined entity under the name Service Graphics.
Juice was retained in February to work with internal marketing staff in both companies to devise, design and launch the new brand by July 2019.
The Logo Design
A key objective in creating a new logo was to ensure that it would work well on the high street.
As a new brand we wanted our retail presence to be highly visible in order to stand out and quickly
establish awareness within our geographies.
Therefore, we wanted the name and logo to be large and visible from a distance, while being suggestive
of what we actually do. Circles were in the company provenance, but we created the overlap graphic to
connote a print association, but more colourful and inviting than the CMYK it hinted at. The thicker font delivered a more reassuring and stronger feel.
The Happy Ending
When Paragon Group purchased Service Graphics, a large format print business, to augment and complement our existing Service Point UK retail print and design business, it created the UK’s largest integrated supplier of print, design and display services. But we were faced with a decision on how to brand this combined entity. Our existing Service Point brand was tired and not delivering on the high street.
We hired Adrian O’Farrell of Juice Marketing to create a new brand for the combined entity and to manage the implementation of the rebrand process. Time pressure meant there were only two weeks for Juice to present a new logo and identity, which was successfully approved by the Board. Adrian then worked with and managed our internal resources across both business units to create brand positioning statements, a guidelines document, exterior and interior branch designs, a combined website built in-house, product and sector sheets, merchandise, packaging and PR – the full rollout taking less than 5 months.
Our new brand is bright, fresh, colourful, contemporary and highly visible on the high street. It also credibly positions Service Graphics to sell graphic design – a new service within our offering. The rebrand has been enthusiastically received by our staff and customers and gives us the platform we need to fully exploit the potential of this new brand in the UK business-to-business market. Adrian managed a complex and multi-layered process with aplomb, demonstrating strategic understanding, great visual and written creativity, sensitively working with our internal teams and all with an ability to generate enthusiasm amongst our branch management, while meeting deadlines.
John Eager, CEO
Paragon Graphic Services Division