Bigger isn’t always better. In a world where rapid change is the new norm, bigger brands are seeking out smaller...
The Uscribe rebrand is the creative outcome for a company 25 years strong. This rebrand needed to reflect the current products and services it provides, while still being recognised as the trusted experts within the industry.
Previously called, Sign Technologies, Uscribe sells and provides laser cutting, engraving, marking machines and digital printers. With the request that the new branding align more with their company goals of create, innovate and manufacture, while accurately reflecting the products and services they offer to the market.
One of the challenges was to ensure the new brand engaged their diverse customer base. During a Viabrand discovery session, we created the overall brand message of ‘Empowerment’, which was to be reflected within their brand guidelines.
For the new Uscribe logo to reveal this key message, the emphasis was placed on the customer with the ‘U’ being the prominent feature. This is further emphasised with the use of the singular ‘U’ in their icon and customer support services, now called ‘Gurus’.
The new brand promise of ‘Make your mark’ underlines this ‘Empowerment’ message further, with the ‘your’ in the statement directed toward the customer achieving the outcome. The words ‘Make’ and ‘Mark’ reflect the laser and digital products and services Uscribe offer. Overall, the company message – which is a further reflection of the company name – creates a sense of possibility while enticing the curiosity of the customer.
Developing this comprehensive and express rebrand involved strategy development, naming, identity design, visual language creation, brand promise and a service sub-brand for Uscribe’s customer support services – now called Uscribe Gurus.
Previously, the business had struggled to define its position and gain credibility within the market. This excellent project result has enabled Uscribe to define and communicate their key business messages to the market. Uscribe is now energised and modernised ready to make its mark with precision.