This was a printing company with a difference – one of the first printers in North America to run a completely waterless 4-colour press. This offered several environmental advantages – it saved thousands of gallons of water, a significant amount of paper, (as it took only a few sheets to make ready) and it printed directlt from a customer's digital file.
Naming
Unicycle was engaged to brand the company, with a name and position that conveyed speed, service and the numerous advantages of the new press. GO2 PRESS and the 'start' button as a logo implies direct response. Being the 'go-to' guys became their customer service mantra.
The name lent itself to many uses. A folding business card became an invitation to call when opened. The word 'press' became a mainstay of advertising headlines. 'Press to...' became an easily adaptable modular communication approach, enabling the logo to integrate with headlines.
Magazine ads in targeted business publications were used to communicate the environmental brand advantages of GO2 PRESS. A thorough pricing sheet was inserted into Business in Vancouver, letting customers know they could now tailor their quantities more efficiently than ever before.
A boldly-labelled delivery van spread the GO2 PRESS message on the streets.
©2006 Lorne Craig – Unicycle Creative – 604 831 2432 – lorne@unicyclecreative.com