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Case Study: Deluxe

Bringing a 100 year-old brand into the digital world.

Deluxe has been in the movie business for over one hundred years. They started as a color company – Color by Deluxe – and have evolved into a multi-billion post production company. Deluxe asked BrandFire to manage their brand including all advertising, internal communications and the creation of brand guidelines to coalesce their dozens of separate business units.

The challenge

Deluxe is a global post-production company with over two dozen separate branded business operating around the world. Deluxe brought in BrandFire to develop comprehensive brand guidelines that would standardize all identity, collateral and messaging across all business unit. BrandFire was also hired as agency of record to implement all creative assets.

Our approach

From cloud digitization to editing to 3-D to animation, each of Deluxe’s business units had its own visual identity and messaging. We created a usable document that visually depicted all usage occasions for each sub brand. Inherent in a parent brand such as Deluxe is its requirement to develop an organized hierarchy of sub-brands.

As a global company, Deluxe required a document that would be understood in any country through a simple series of visual “do’s and don’ts” and usage examples. As agency of record we developed assets that would activate the parent brand and its sub-units in business-to-business ads, logos, CRM pieces and the design and launch of their newsletter “The Deluxe Edition.”


After 100 years, Deluxe had a roadmap for growth and a set of guidelines that would enable the multiple units to operate seamlessly from a brand standpoint. Deluxe also enjoyed unprecedented internal engagement particularly due to the launch of the Deluxe Edition which — a 20 page newsletter devoted to the company’s activities and which encouraged all employees and sub businesses to promote their own achievements and raise the bar for each sister company.