Case Study: Printed by Somerset
Agency: Leo Burnett, Toronto
Brand: Somerset Graphics
Award: Yellow Pencil / Graphic Design / Direct Mail (Graphic Design)
Award: Graphite Pencil / Digital Design / Websites
Award: Wood Pencil / Graphic Design / Stationery
Background
Printed by Somerset had pedigree as Canada’s go-to printers for complex, precise and detailed prints. But their identity didn’t reflect the modern world, and new generations of designers were going elsewhere. The family-run company knew they had to do something that made an impact, and demonstrated their printing ability.
It was Leo Burnett’s Lisa Greenberg who was instrumental in convincing the printers that it was time to bring perceptions of them into the 21st century. But she didn’t know she was in for a three-year journey which would stretch the limits of printing and digital technology.
The first stage of the project would be to create a completely new identity. Leo Burnett Toronto is part of global network of advertising agencies. Under creative leadership from CEO / CCO Judy John and SVP Creative Director / Head of Art Lisa Greenberg, the Canadian office has carved a niche for themselves as design specialists. Greenberg is proud of this reputation “We’ve made a real decision to get the best designers in the city and show the world that we can do amazing design, all in an ad agency.”
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