As a global leader in innovative technologies and products, Epson needed a cohesive B2B design system to unify their different teams and amplify their branding power in the B2B market.
The Epson brand is already well-established with over 80 years of history. To capitalize on this existing brand equity for the B2B space, we used Epson’s core branding elements as the foundation for the new B2B visual identity system. This elevated and unified their B2B brand across their product portfolio.
We brought together Epson’s leadership teams to develop a new B2B branding structure, position, and strategy. With this new framework in place, we explored a voice and visual language that was definitive but flexible enough for creative versatility.
Then we built upon Epson’s strongest branding elements to create a cohesive visual identity system that was grounded in Epson’s Sho-Sho-Sei design philosophy: efficient, compact, and precise.
The result was a stronger brand identity for Epson’s B2B business and a clear path forward for the various teams who create content for and with Epson.
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