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After four decades as a public company, Roland DG’s move into private ownership created a rare opportunity for reinvention.
But its brand faced a familiar B2B problem. In a print category dominated by technical specifications, most manufacturers looked and sounded interchangeable. Roland DG needed a global identity that could support expansion into new markets, simplify a fragmented product portfolio and differentiate the business across more than 60 countries.
Research across approximately 18,000 users revealed they valued more than speed, reliability and print quality. Roland DG’s machines gave them the confidence to create work they were proud to put their name to.
Introducing Make Your Mark: a global platform built around the idea that Roland DG doesn’t simply make machines. It gives people the tools to make their mark on their businesses and the world around them.
Inspired by automotive advertising, the visual system used dramatic lighting, rich gradients and bold photography to put colour, craftsmanship and customer creations ahead of hardware. A direct, confident and human tone of voice replaced technical product language.
We also simplified Roland DG’s fragmented brand architecture, bringing every product family into one coherent system across digital, print, events and sales materials.
Make Your Mark launched internally through leadership films and employee onboarding before debuting publicly at ISA Expo in Orlando and FESPA in Barcelona – two of the print industry’s biggest stages.
The launch generated 124 pieces of international coverage with 100% positive sentiment, including standout recognition from Marketing Week. Website views increased 48.5%, while new users rose 68.4%.
At FESPA, lead generation increased 57%, creating an estimated $10 million pipeline. Increased product awareness also contributed to 20 new orders worth approximately $400,000.
Make Your Mark didn’t simply give Roland DG a new look. It transformed a product-led manufacturer into a bold, human challenger brand – and proved that even in the most technical categories, emotion can drive commercial impact.
