CBS approached us with a hurdle to overcome—their public image. Their reputation painted an incomplete picture of all the services they offered. Their potential customers had come to believe CBS only sold office copiers and printers, when in reality they offered an array of services. So we set out to portray CBS as the diverse iT company that they really are.
The first step? Give them a more technology-centric company face. So the new brand tagline, "Making iT Efficient" was born. Next, we developed a fresh visual aesthetic that included a new logo, crisp graphics and friendly photography. This new standard was applied to a gamut of brand materials from stationary to a new website. Then, it was time to help their business flourish even further with advertising. We ran a series of traditional and digital ads, all with the core concept that CBS is in the business of making your job easier.