Rastar began as a print and prepress company but over time became pioneers in the digital one-to-one printing model. The specifically built systems to handle personalized photo products that were marketed mainly to women. As Rastar changed it became necessary to tell a different story – one that changed from being a printer to an individual communication solution provider. Creativity and resources were allocated to reach their core audience – women. Along the journey, Rastar was being sought after by larger printing companies for their innovative approach and were purchased by a massive holding company out of Canada. The brand created for Rastar focused on communication…specifically to women and Rastar’s ability to customize for each “individual.”
A Powerful Brand Statement (as a book)
One of the first items of business was to update Rastar’s logo to reflect the company’s emphasis on individual communication. The typeface was kept lowercase and colors were shifted to better fit the target audience of women. Incorporating the “1” into the logomark showed their commitment to this vision.
A Website Built Around “One”
Understanding the segments of your market and drilling it down to a “single customer” is powerful in how you shape your communication. Rastar’s website utilized video segments of people that walked and talked right on the pages. They told their story about what made them unique – Rastar emphasized their ability to speak to that invididual.
Part of building a brand that works is getting your team involved and living the principles you believe in. The Rastar Manifesto was developed for each employee. On the first page it had their name and photo. The last section of the Manifesto was a “passport” page where HR would reward people for different things with stamps. A fun and clever way to get everyone involved.