Rebranding the Branding Experts

“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, 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.”