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
The creative platform allows the campaign to extend into different vertical industries
The campaign used digital ads and video, online content, out-of-home, social media, thought leadership, employees, email and sales enablement materials.
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