Toshiba Tec

Toshiba TEC isn’t top of mind for operational business leaders but those who are familiar know it for its sleek and clever print/scan/copy kit that sits proudly in that place called the ‘office’ where we all used to go from Monday to Friday. In truth it’s much more, with its ability to set up and secure cloud based document management, digitise knowledge processes and workflows all while cutting edge printers work without the nasty side effects of waste toner and paper. This puts it front and centre in the competitive world of digital transformation. 

Tayburn was asked to help the European arm of Toshiba Tec go from the chasing pack to sit alongside market leaders like Xerox and HP. To do this we would need to reposition Toshiba Tec as a digital transformation leader, while moving from product and hardware-centric messaging to customer and benefits led messaging and really differentiate from the competition in a crowded marketplace.

This exercise in course correction was a huge project, over the course of several months. It combined the skills of strategists, copywriters, designers and a freelance motion designer (Ollie Hooper). As well as creating the marque for Knowledge on Demand, I worked on the roll-out of the campaign, making it as easy as possible to implement by Toshiba’s sales teams across Europe. As part of this roll-out, to name a few, I worked on social assets, website visuals, email comms, brochures, infographics, case studies and was in charge of the Playbook. A toolkit designed to give the client everything they would need to take the campaign forward.