In January 2020, we became the agency of record for Xerox, the storied global brand that has pioneered countless innovations over its 100+ year history, including Ethernet, the computer mouse, and most notably, the photocopier. The company had built its reputation on its hardware solutions that powered global fortune 500 companies; however the onset of the pandemic completely upended workplaces and Xerox needed to radically and quickly transform their business — and narrative — for a newly-remote world.

As part of Xerox’s evolution, we designed a brand new digital-first identity system to completely transform the brand expression and message across every touch point. We then developed a new integrated campaign — Make Now Work — to show how Xerox delivers on its purpose of making everyday work better through its ecosystem of practical solutions, partnerships and community support. Our creative executions included a bold spot that signaled the brand’s new message, takeovers on key business publications, and a robust series of digital content that leveraged Xerox’s own thought leaders and specialists to connect with SMBs, enterprise execs and individuals alike. We activated our work across social channels, paid media, and a revamped campaign website hub.