Genicom was a leading manufacturer of document printer solutions including consumables as well as laser, serial matrix, and line matrix printers. In the fall of 2003, Genicom acquired a large competitor, Tally, an international printer company headquartered in Germany. The new combined company needed a campaign to seamlessly consolidate the two competitors and build a dominant brand in the industry.
The Channel team worked with Genicom during its initial stages of planning for the acquisition to strategize, coordinate, and design a new corporate identity and branding initiative. The launch of the new brand included employee communications, brand advertising, product data sheets, PowerPoint presentations, and a preliminary graphic standards manual.
The new branding was quickly embraced by management from two different corporate cultures and the new streamlined branding system became the platform that TallyGenicom utilized to succeed in the global printer solution market.