Countdown to launch
How a reintroduced — and reinvented — Ricoh took off at PRINTING United
Founded in 1946, Ricoh might have been best known for its commercial and industrial printing services. But the brand has grown to offer much more, including powerful analytics and business intelligence tools that help customers unlock the power of previously siloed data.
To support this evolution, Ricoh reinvented its brand, from visual design to how the Ricoh story is told. While the core values hadn’t changed, the perception of Ricoh’s expertise in the marketplace needed to evolve.
The only question was how.
When the company reserved space at the PRINTING United Expo in 2022 — the first in-person event since the pandemic — it seemed like the perfect opportunity to reintroduce a reinvented Ricoh to the world.
But with so much competition for time and attention, the company knew it had to be strategic about catching the customer’s eye. That’s when they reached out to Freeman.
Catching the eye of the customer
Challenge
With the cheerful ruckus of PRINTING United Expo, our experiential experts knew designing a multi-layered architecture was the answer to cutting through so much audio and visual noise, and making sure Ricoh stood out.
The team created a display designed like a museum experience, where exhibit portals were supplemented with storytelling tools to help move attendees through a three-dimensional narrative. Not only did this help cut through the noise, customers could experience that Ricoh was the same company they always trusted and loved.
Like walking through a hands-on, multi-sensory art exhibit, attendees experienced a curated journey from Ricoh’s origins to the company’s new innovative and cutting-edge tools. This journey included demos, samples that could be seen and touched, an augmented reality experience, and conversations with the Ricoh sales team.
A story across three dimensions
The result was an immersive exhibit that captivated audiences and encouraged constant engagement. The curated aesthetic balanced the tension between old and new, letting Ricoh tell the full story of where the brand had been … and where it’s going.
This audience capture ensured that traffic through the Ricoh booth was consistently bustling with customers and prospects, helping drive lead generation and introducing Ricoh as a new brand.
As the first major public event to launch Ricoh’s new brand, the exhibit at PRINTING United Expo gave attendees a memorable, engaging experience.
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Result
Case study
Solution
Countdown to launch
How a reintroduced — and reinvented — Ricoh took off at PRINTING United
Case study
