Elevating the Epson Brand
My Role: Art Director, Designer
Epson is one of the most innovative companies in the world; their B2B business alone brings in billions in revenue each year, and they have over 80 patents in projectors, printers, microdevices, and more. However, their branding didn’t make them appear as the key player in the industry like their competitors. Epson America came to CourtAvenue looking to refine their B2B visual identity system (VIS) and elevate their brand. We created a detailed B2B Brand Style Guide, and slowly started to roll out the new VIS in everything from product brochures, to paid/social media, and campaigns.
Chief Creative Officer - Rosie Mcquire; Creative Director - Jeremy Schutte; ACD (Copy) - Al Smith; UI Designer - Morgan Bennett
The Ask
Our main goal was to provide structure for Epson’s B2B visual identity, creating consistency amongst the brand while pushing it to new levels in design and copy. It had to look elevated, yet still eye-catching and bold. It needed to be flexible to allow for endless creative exploration. We wanted to bring more color into their designs. Everything from social media to product brochures needed a new approach. And most importantly, it needed to embody the core Epson design philosophy; Sho Sho Sei - precise, compact, and efficient design.
The Outcome
We introduced the circle to the VIS; a representation of Sho Sho Sei and a symbol of precision. The circle comes alive in patterns, windows, design accents, and highlights product features. With some of the most impressive and innovative printers and projectors in the world, we saw every piece of paper or projected screen as an opportunity to show the wide variety of colors their products are capable of. We guided them towards simple, and effective design layouts that play with negative space and bold imagery.
The system is now coming to life, in everything from event branding, to PowerPoint templates, to brochure design, and web components. We are beginning to see renderings and photoshoots have consistent approaches.
We re-introduced Epson’s presence to the B2B world.
