When TC Transcontinental first approached Camden in 2016, the company had succeeded in strengthening its legacy printing business, while expanding its offering through the acquisition of flexible packaging businesses across North America. But it also faced unique issues with regard to its brand identity and architecture.
A coherent identity
Camden developed a solid, coherent identity across divisions and within the industry by formulating a brand architecture that made sense internally and externally, tweaking the company's logo, and colour-coding divisions to present the corporation's complex offering with breakthrough clarity. The brand makeover was launched on a comprehensive, user-friendly website designed in-house at Camden.
A solid relationship
We have continued to help the TC Transcontinental brand evolve, notably through the design of its annual reports and the creation of taglines and visuals for the company's employer brand.
“Meeting the demands of an evolving industry landscape requires careful attention to how brands express that change to the world. Nothing exists in a vacuum when it comes to mandates like these: operational, structural, communicational and marketing adjustments have to be viewed holistically – and require us to run each decision through every scenario before sliding a new puzzle piece into place.”