Graphius embraces digitization

In May 2019, Graphius took a close look at its branding and decided to go for a rebranding that also reflects the company's modernization internally to the outside world. Graphius transformed its logo into a more powerful and stronger alternative that indicates a confident future for the Ghent-based printing company, which now has 4 branches and 450 professionals producing beautiful print work for some of the best-known museums, publishers and companies.

The brand's new look and feel also indicates a change in strategy in terms of positioning. The exponentially growing importance of e-commerce and an online identity did not pass by CEO Denis Geers and action on this trend was not long in coming.

A powerful content strategy for the group's social media, performance marketing to boost job and brand awareness and a makeover of the 3 websites were just the beginning of the online shift. Graphius' online strategy will be able to fully unfold later this year with the arrival of an online ordering platform that will be unique in many ways compared to existing online printers.

An omnichannel approach that works

The revamped approach has been generously received by Graphius customers and other graphic arts professionals. With more than 38,000 unique visitors last year and an explosive 430% growth on our social media channels, we can conclude that this approach is the right one and that the otherwise traditional printing industry is also in need of modernization. The positive feedback and customer interaction on our social media confirms for us that we have gone the right way by adopting an online approach that is equivalent to our traditional approach.

Thus, our online approach is closely aligned with the traditional approach and Graphius can also function as a fully-fledged omnichannel company. Offline, we rely mainly on our branding present in the company and on numerous industry-related events or publications and the power of print is used in our direct mailing or the Graphius magazine.

The icing on the cake was undoubtedly the quote request for 4,000 magazines through Graphius' Facebook channel.

Our vision for 2020

2019 was the year of online experiments for us. From these experiments, we drew valuable conclusions and adjusted our online strategy accordingly. In addition, confidence in an online approach was also boosted thanks to the results achieved and the direct and indirect return on online investments.

In 2020, Graphius will scale up its online approach and, as with the traditional story, try to be at the forefront of the print world.