RICOH CASE STUDY
The Problem. Ricoh had a problem most legacy brands will recognize: the business had evolved, but the brand hadn't. They'd moved from hardware company to information solutions provider, but their marketing still looked and sounded like a copier company. The rebrand wasn't just a visual exercise. It required changing how an entire industry thought about what Ricoh was for.
The Insight. Over 80% of corporate information is locked away or inaccessible, sitting in silos, buried in systems, invisible to the people who need it most. That's not a technology problem. It's a growth problem. The insight reframed the entire category: information isn't overwhelming. The inability to access and act on it is.
The Strategy. Position the access and intelligent use of information as the key to business growth and make Ricoh the brand that unlocks it.
The Work. We Love TMI flipped one of the most universally understood phrases in business culture. TMI — Too Much Information — had always been a complaint. We made it a declaration. A bold, cheeky, deliberately disruptive brand platform that said: we don't just manage your information. We love it. And we know what to do with it.
The platform was built to scale across verticals — financial services, healthcare, manufacturing, legal — with each execution tailored to the specific information challenges of that industry. The campaign ran across digital, video, out-of-home, social, thought leadership, email, employee engagement, and sales enablement. A complete rebrand, not just a campaign.
The Result.
• Successfully repositioned Ricoh from hardware brand to information solutions leader
• Created a scalable platform that extended across multiple verticals and channels
• Drove meaningful increase in brand consideration among enterprise decision-makers
• Award-winning campaign recognized for B2B brand transformation
• Successfully repositioned Ricoh from hardware brand to information solutions leader
• Created a scalable platform that extended across multiple verticals and channels
• Drove meaningful increase in brand consideration among enterprise decision-makers
• Award-winning campaign recognized for B2B brand transformation
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