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The quick take
GM has long succeeded in the labelling market through its OEM strategy. But with ambitious growth targets, it needed to strengthen direct relationships with print houses. GM turned to CBC to create a clearer, more unified brand – spanning messaging, identity, a communication platform and a new corporate website.
About GM
For over 40 years, GM has engineered best-in-class solutions for the self-adhesive label converting, finishing and flexible packaging industry. Machines that are faster, smarter, tougher, and easier to use – all backed by peerless service and support. Since they began, this family-run company has pursued a single-minded mission: to deliver better value for label printer and OEM customers than any other provider by putting customer revenue first; focussing on the benefits; helping customers stay ahead; maximizing specs while minimizing space requirements; and protecting uptime all the time.
Scope
- Brand strategy snd communications concept
- Brand promise, value proposition and core story
- Brand identity, tagline and logo
- Product naming convention
- Website UX and design
- Marcom tool box
- Exhibition design
A cornerstone of the project was an entirely new website where CBC handled both wireframing and design.
Challenge
GM was already a recognised global player, but its ambitions had evolved. The company needed a brand and communication platform that reflected its goal of becoming the world’s leading provider of digital finishing solutions, combining technological innovation, sector expertise and automation. The strategic challenge was to shift market perception of GM – from a product-led supplier focused on specifications to a partner defined by the results and value it delivers to print houses.
Solution
CBC led a strategic repositioning of GM to shift the conversation from technology to the value it creates for print houses. The new platform reframed GM as a partner that helps customers run more efficient, profitable and future-ready operations. At its core was the positioning line “Finish First”, signalling leadership in digital finishing while encouraging customers to lead their own markets. The strategy was brought to life through a distinctive visual language and clearer, more outcome-focused messaging.
Challenge
Solution
GM was already a recognised global player, but its ambitions had evolved. The company needed a brand and communication platform that reflected its goal of becoming the world’s leading provider of digital finishing solutions, combining technological innovation, sector expertise and automation. The strategic challenge was to shift market perception of GM – from a product-led supplier focused on specifications to a partner defined by the results and value it delivers to print houses.
CBC led a strategic repositioning of GM to shift the conversation from technology to the value it creates for print houses. The new platform reframed GM as a partner that helps customers run more efficient, profitable and future-ready operations. At its core was the positioning line “Finish First”, signalling leadership in digital finishing while encouraging customers to lead their own markets. The strategy was brought to life through a distinctive visual language and clearer, more outcome-focused messaging.
The new brand platform is designed to enable GM to work seamlessly across platforms both on- and offline.
Part of the core delivery was templates enabling GM to work smarter and faster when producing new catalogues, brochures and datasheets.
The new tone of voice and messaging strategy moves GM from focusing on features to customer benefits – from technology to solutions.
“Working with CBC has been a new experience for us. We have always focused on being very fast in moving from idea to execution, but this project has shown us that sometimes taking a step back and really working with the fundamentals of our brand holds real value. We can already see the market’s positive response to our new brand identity.”
Uffe Nielsen,
Managing Director
Managing Director
