Challenge:

IT and office automation brand Brother was suffering from a somewhat dowdy image and wanted a facelift.

Insight:

A thorough brand health audit showed many consumers didn't perceive Brother as a true "IT" brand because it was in office equipment and not computers.

Solution:

To reposition the brand as international, professional, modern, high-tech, smart, and educated, everything from the logo up was deconstructed and reassembled. Plain blue and white gave way to sleek brushed steel. A strong outdoor media campaign lent a futuristic feel.

Results:

An almost immediate shift in consumers' perception of the brand, with a jump in sales soon following.