Datamax and O’Neil were respected manufacturers of label and receipt printers. Bringing them together changed everything, making them the new global leader in fixed and mobile printing—and a giant in retail, warehouse and distribution, and healthcare applications. This project was created with strategic partner, Catalyst, Inc.


Global Corporate & Product Identity / Brand Culture & Organizational Development

Scope Of Work

Brand Research
Brand Planning
BrandStorm™ Workshops
Corporate Branding
Product Branding
Brand Standards Development
Website Development
Literature System Development
Worldwide Architectural Branding


The Datamax-O’Neil logo is friendly and approachable, emphasizing the way they DO business.


The Datamax-O'Neil stationery system emphasizes the brand promise of, "DO right by our customers."


Comprehensive brand standards assure consistency around the world.


Brand standards are complete from logos and colors to fonts and collateral templates.


Corporate advertising reinforces the new identity and brand promise.


An employee hand book explains how to deliver on the brand promise every day.


A capabilities brochure is part of a comprehensive printed and electronic literature system.


The Datamax-O’Neil website emphasizes how the company and its printers DO the job right.


Industry-specific advertising emphasizes storytelling and product line performance.


Printer specific advertising brings products to life in a dramatic way.


Fresh design brings the new Datamax-O’Neil branding to the entire product line.


Architectural branding brings consistency to offices around the world.