SGK, a division of Matthews International Corporation, unveiled an updated brand identity today to reflect its repositioning as a global packaging and brand experience provider that simplifies marketing, amplifies brands, and delivers value. The company has simplified its own portfolio of brands, integrating the expertise within its Anthem, Brandimage, IDL, Marque, and Schawk brands which will go to market as SGK starting in early 2021.
“We are a very different business than we were even last year and a vastly different business than we were ten years ago.”
The rebranding coincides with a far-reaching organizational re-design, encompassing changes to operating structure, technologies, processes, and people, including performance and recruiting programs, all designed to drive greater levels of creativity, efficiency, and flexibility.
“We are a very different business than we were even last year and a vastly different business than we were ten years ago,” said Gary R. Kohl, president of SGK. “Our heritage in packaging production will always be something we are proud of and an area in which we will continue to innovate on behalf of our clients with our growing investment in technology and automation. Uniting our brands around one mission and one vision will give our clients the seamless, global experience the market demands today.
“Our rebranding was also an opportunity to mobilize our diverse talent and our deep expertise along with the packaging and brand experience development processes—from idea through implementation—while aligning our operations tightly with our new go-to-market strategy. Our rebrand is not cosmetic. It is a better reflection of our ambitions as a business, our heritage, and the journey we are taking with our diverse global teams.”
It is the most comprehensive change to the division’s business model in its history.
“Our market research confirmed that aligning our portfolio of brands would allow the marketplace to more easily navigate our extraordinary service offering,” added Mary Bartel, senior vice president of marketing at SGK. “Integrating the expertise of our creative and production brands has reframed our capabilities along a journey that begins with defining solutions for our clients and transforming brands.”
“For fast-moving, digital and mobile-first regions such as APAC, it’s more important than ever to deliver omnichannel experiences at the speed of market,” said Philip Hwang, APAC Regional Strategist. “Our monogram is our visual expression of a connected SGK—a beacon for simplified brand impact in a complicated world.”
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