Latcham have been a successful direct mail and print fulfilment company since 2010 and has since then seen huge growth. Their services now encompass a wide range of tech-driven solutions, delivered with accuracy and a high level of professionalism.
Our challenge was not only to create a new brand identity to reflect Latcham’s evolution and connect with their now broad target audiences. It was also key that we repositioned them as tech innovators in their sectors and highlighted the value they add to clients’ businesses.
We ran a series of brand discovery workshops with key members of Latcham’s leadership, sales and account teams, during which we identified three key opportunities. Firstly, to create standout with a passionate purpose-led brand in a market of functional-yet-uninspiring service providers. Secondly, to rearticulate the brand architecture to a ‘branded house’ structure and create a series of sector based sub-brands with their own targeted messaging. We refined the value proposition for each sector, clarifying the way Latcham helped build connections between clients and their customers. Thirdly, we repositioned Latcham from a direct mail provider to a leading tech innovator in its field, dropping the word ‘Direct’ from its previous brand ‘Latcham Direct’.
In collaboration with Latcham’s in-house design team we created a brand that everyone could get behind. The new identity revolves around the idea of ‘meaningful connections’ portrayed through warm human imagery of customers receiving the client’s communications. Precision was also a key theme, which we illustrated through the Latcham dot matrix device, the dot representing the precise moment of arrival.
Now, rather than focusing on inhouse print capabilities, the clear focus is on Latcham’s multi-sector expertise and how they can create meaningful connections for their clients using the latest technology. Contemporary, future-facing and structured, Latcham now has a clear strategy and foundations to capitalize on its fantastic reputation and comprehensive professional services.
“We are absolutely delighted with our new brand identity and repositioning. It represents a huge step change for Latcham, sharpening our value proposition and imagery to be able to deliver really clear messaging. It was a pleasure working with Sue who brought both clarity, insight and fun to the process, as well as working closely with our in-house creative team, to enable them to play an integral role and “own” the application of the creative concepts.
—Anne Macmillan, Marketing Director, Latcham
