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A illustrated dog-man sits in a fiery room with an expression like everything is fine although it is not fine

Working with Videojet was a great opportunity to implement a global branding programme and equally flex our creativity and design process at scale.

Videojet’s positioning and brand comms were misaligned and outmoded. Everything required a consistent refresh in equal parts. The added challenge being to understand (and not undo) the good work that had already been created in house.

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Following our principle methodologies across brand strategy, brand identity and brand comms, we firstly assembled a global team of Videojet stakeholders and Framework’s strategists, designers, developers and project managers.

The brand steering group spanned the UK, USA and Turkey.

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The jumping off points for the brand strategy were a brand audit, competitor analysis and desk research and a series of qualitative interviews with core global customers (Europe, USA, South America, China) and internal groups too.

Meticulous and thorough brand thinking led us to synthesise the findings into a meaningful brand story – an internal document where the steering group could agree and align on what Videojet do, how they do it and what they stand for. We find this process works brilliantly, a solid stake in the ground from where we can start to develop a design brief.

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Once the brand story and brief were agreed, we set about on the design journey developing colour, typography, messaging and overall design expression. For context, design thinking was presented across a number of applications (brochure, social, email, signage, corporate website look and feel).

Utilising approved elements from the creative docs naturally led us to create a Videojet ‘lookbook’– a presentation to the CEO to capture how and where the brand identity, its communications and narrative had evolved into a consistent and
cohesive whole.

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We then liaised with Videojet in the USA to create a Figma based component library for their web team. In doing so we developed a distinct digital language across colour, imagery, icons, graphic elements, and illustrative elements – a menu of Figma components so websites across the world could be built cohesively and with speed. The list of deliverables was extensive from the mega menu to accordions, from sliders to carousels and footers.

We deployed WCAG 2.2 accessibility standards where appropriate, making digital content accessible to a broad variety of users, including those with disabilities. As part of the process we created responsive layouts to react to input from users, devices, and screen elements.

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In parallel with the component library we produced a number of editable brand comms templates to include social, email, brochures, sales docs and Powerpoint.

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Finally we wrapped  everything up in a comprehensive brand guideline document. This covered the use of logo, spinnaker, typography, graphic elements and overlays, use of imagery and colour palettes. A section was developed to advise on tone of voice plus a series digital and print brand communications outputs.

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A successful brand identity and communications programme designed to revitalise internal teams and customers alike, Videojet design and web teams across the organisation now have a robust identity to take forwards into 2025 and beyond.

Has this inspired you to rethink your brand? Get in touch to see how we can help you.