Today’s entertainment industry, once controlled by a handful of large studios, was suddenly crowded with over-the-top media services like Netflix and Hulu. Outlets like these rapidly went from having none of their own content to being some of the biggest new content creators. This signaled a dramatic shift in the marketplace and challenged long-standing industry players like Deluxe, one of the oldest companies in the business ©. After steadily innovating over the decades to encompass the full range of services from set to screen, Deluxe needed to evolve to keep pace in a changing landscape.
Few could match what Deluxe offered—production, distribution, technology, design and graphic effects—but Deluxe itself was not effectively structured to streamline these offerings in a way that appealed to its consumers. Of more immediate concern, neither were its 10,000+ employees clear on the breadth of services offered outside their own division. Combo’s role was to help Deluxe shift from its current iteration as a constellation of disparate companies to become a cohesive end-to-end solution. To that end, Combo initiated an internal restructuring and embarked on the strategic repositioning as the holding company Deluxe One.
Combo strategists began with an immersion in existing company structure to understand the sprawling diversity of offerings. Strategists also convened leadership councils as a primary research tool and conducted interviews with clients as part of a competitive analysis. As the strategy team built out a new organizational architecture, the goal was to create greater clarity around the relationships between divisions and to streamline business operations according to the new brand logic. Anchored in this realignment, strategists developed a positioning and rollout that unified the full slate of companies under the umbrella of Deluxe One.
Working in close partnership with Deluxe leadership, Combo designers generated a new design system aligned with the brand strategy work. Collaborative efforts pooled various areas of expertise to achieve a full understanding of the company’s core value proposition: a tried and true one-stop shop within a marketplace saturated with less hefty competitors.