Kodak

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New communications tools for Kodak Polychrome Graphics that are exciting, differentiating and effective

BUSINESS CHALLENGE

• Establish and reinforce the KPG image through every communication vehicle
• Create a consistent style, look and messaging for all materials
• Provide guidance for materials production, both internally and externally

In language, advertising and marketing literature was predominantly a dense bushel of features- and product-based information; copy seemed to zero in immediately on what products do rather than the benefits they deliver.

In design, there was great inconsistency, and imagery ranged widely from expansive, expensive illustrations to simple process-oriented machine shots. Rarely did design or imagery support the actual finished customer benefit: superior Kodak color.

SOLUTION

• Messaging that is benefit-focused
  • Product features have been shortened and simplified
  • Headlines speak simply and powerfully about industry impact and value
  • Overall tone is bold and expressive
• Imagery is now a celebration of the customer's products and successes (customers, not KPG, are the primary visual anchor)
• Images explode toward the viewer in eye-catching, vibrant color

CLIENT TESTIMONIAL

"Our new approach to look and language is differentiating and the marketing leverage we have gained from this program is exceptional. The overall platform has been widely implemented throughout the company, including our European, Asian, Latin American and Japanese regions."

- Beth Hogan Scott, Director, Marketing Communications, Kodak Polychrome Graphics