Transcending the Expected

Once known as Flower City Printing, Flower City Group (FCG) is now a multi-affiliate organization that has been undergoing consistent, transformative growth. With a national footprint—and serving global brands with unique print, packaging, and retail point of sale display solutions—the caliber and scale of their offerings have been measurably elevated since their inception in 1970. Zimmet Group was engaged to help convey this upward momentum through a significant brand refresh.

Our task began by working with Flower City Group’s new leadership to define the core of their brand: mission, vision, purpose, and values. Competitive and customer research combined with interactive workshops to uncover the FCG difference.

With the core defined, a new logo and bright, energetic color scheme were developed that convey FCG’s commitment to elevating their clients’ brands:

A key component of the logo is the Transcend graphic. This element visually illustrates the forward-thinking nature of Flower City Group. The Transcend graphic also plays a prominent role in FCG’s communications:

CLAIMING A NEW SPACE IN THE DIGITAL WORLD

A major step in evolving the brand was the introduction of a comprehensive new website to support business development, recruitment, and retention. The site brings the new FCG brand to life using a combination of eye-grabbing drone footage, still photography, colorful content blocks, and scannable copy that celebrates their team and is responsive for use with increasingly mobile-first audiences.

Close collaboration throughout the process with our development partner, Linden Digital Marketing, ensured that SEO goals were accounted for in the content—with activity monitored and measured following launch.

Linden Digital Marketing also elevated the look and feel of FCG’s Google My Business profile by integrating the new branding, images and messaging from the website.

A social media launch campaign was developed and managed to raise awareness for the new site, driving valuable traffic.

RESULTS THAT TRANSCEND THE EXPECTED

Flower City Group’s leadership anticipated that the rebrand would empower their team, set them apart from the competition and strengthen their commitment to propelling their clients’ brands to new heights. It has done that and more, driving valuable awareness that is translating to measurable sales opportunities:

Google My Business Profile views have increased 216%

Organic web site traffic has increased by 371%

Website Lead Conversions have increased 200%