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Cinram 2011 REBRAND 100 > merit

Enterprise Rebrand
Country Base: Canada
Industry/Sector: Industrial, Manufacturing, Media, Entertainment, Supply Chain Management
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
Cinram is one of the world’s largest manufacturers and distributors of packaged home entertainment media such as Blu-ray disks, DVDs and CDs, with more than 12,000 employees and revenues of approximately $1.46 billion.

How do you breathe new life into a tired B2B brand leader in a mature manufacturing category? For 40 years, Cinram has manufactured and delivered packaged media solutions such as new release DVDs, CDs, audio books and video games to retailers for its customers in the fast-paced home entertainment industry. Today, Cinram, under new leadership, is revitalizing, refocusing and reinventing its business within its core strengths in manufacturing but also in distribution logistics, digital distribution and demand planning. Our challenge, create a brand that expresses Cinram’s transformation into a global supply chain solutions provider.

Cinram’s rebrand began with the insight that Cinram helps its customers deliver the home entertainment products that consumers can’t wait to receive. The new brand positioning promises to “Deliver excitement” and highlights Cinram’s evolution from a supplier to a proactive supply chain solutions partner delivering exciting products and results for its customers.

This dynamic brand personality provides the platform for visuals and messaging. A contemporary brand mark is punctuated with a fresh, stylized A. The stylized A symbolizes Cinram’s role as a bridge between their customers and their customer’s consumers and is a consistent graphic device used throughout brand communications. Our color palette uses a sophisticated gray and high impact green to stand out and imply a new approach. Our photography captures the consumer’s experience and their excitement from using the latest home entertainment products.

Our brand story is compelling, differentiated and clearly expressed through our materials. Brochures, stationery, corporate PowerPoint presentations, sell sheets, signage, trade show exhibit, a brand video and a new website elevate Cinram’s brand, emphasize customer benefits, humanize the brand and strip away technical jargon.

Cinram’s rebranding signals the exciting changes occurring under its new leadership and business strategy. An internal training program is inspiring employees to successfully deliver the brand using new communications tools, brand guidelines and new behaviors. Existing customers are seeing new sides of a familiar partner. The sales force has a new range of customer-centric tools to create awareness and to develop engaging presentations for prospective customers. Cinram has repositioned for a successful future.


Client: Cinram -
CEO: Steven Brown
EVP Sales and Business Development: Ron Novotny
Marketing Project Manager: Jay Ennis

Brand Strategists/Designers: Interbrand Canada -
Director, Strategy: Debbie Bolton
Design Director: Alan Lum
Program Managers: Toujan Atari, Christine Guibord


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