Xerox

Intro

Tech seems to be drowning in its own hype, with everyone announcing grand visions of the future of work. Xerox, the company that turned copying into a verb, has been quietly delivering it, with IT, automation and intelligent document services for some 200,000 clients in 170 countries. Hardly anyone noticed. Most people still pictured a copier.

Then Xerox acquired Lexmark, its largest competitor, and the whole market had a reason to look again. It was the perfect moment to show them something new. We developed the strategy, the Results, reimagined platform, the spark identity and a global launch film. The identity is live, and the first products from the combined company have launched under it.

The Challenge

Xerox never had a recognition problem. It had a relevance problem.

Older decision makers knew the name but had it frozen in amber as a beige box in an office hallway. Younger ones barely registered it at all. Inside the company, people described a pioneering spirit that the market had stopped seeing.

The brief was to define Xerox's next chapter with Lexmark as the starting point. The brand had to stretch across print, IT and digital services, keep Lexmark visible for its customers and products, and work for channel partners in dozens of markets.

The trap was obvious. Lean on heritage, and Xerox becomes a nostalgia brand with more printers to sell. We needed to make heritage a source of momentum instead.

The Convention

Enterprise tech sells the future. Bigger visions, louder launches, flashier demos. The category rewards whoever makes the grandest promise, while the IT directors, CFOs and ops teams who actually run businesses are left exhausted by potential and starving for results.

How We Challenged It

We stopped promising and started proving.

While the tech industry was busy announcing the future of work, Xerox had been running it. It's the veteran in the room, and veterans deliver.

The platform: Results, reimagined. Xerox's next chapter is built on daily results rather than someday promises. The tone is humble confidence. Xerox doesn't need to announce that it's innovating, because its clients' results do that for it. Lexmark and ITsavvy aren't footnotes in that story. They're proof of a company making serious moves to become one accountable partner for the backbone of modern work.

The mark: a spark. Most acquirers quietly retire the brand they buy. Xerox built Lexmark into its identity instead. Lexmark's square became the frame: the engineering, manufacturing strength and scale Xerox now stands on. Inside it, the X is redrawn as a spark, the moment something new begins. One mark tells the whole story: a legacy of invention, the strength to deliver it at scale, and a next chapter just getting started. Inside Xerox, it quickly became "the spark logo." The guidelines carry it across hardware, packaging, digital and channel partner material.

The film: results, not machines. We put the people Xerox works for at the centre of the film: clinicians with patients, teachers with students, warehouse teams on the move, finance closing the books without a fire drill. Xerox never announces itself. It just makes tomorrow work better than today.

And we didn't shoot it. We built it. Rival produced the film entirely with AI and delivered a global-ready version in five languages in a matter of weeks, plus a print-only edit for hardware-led markets. It was a results-first approach for a results-first brand.

The Impact

The trade press caught the new identity before Xerox had even announced it. Within weeks, Xerox launched its first hardware under the unified brand, a colour printer range its own announcement said brings the combined strengths of Xerox and Lexmark to market. Xerox now describes itself as a single technology company spanning print, IT infrastructure and intelligent digital services, entering its next phase stronger and more competitive.

Trade press coverage before Xerox had made any formal announcement

5 languages: an AI-built global brand film, delivered in weeks

1 mark: two companies, one spark, and the face of Xerox's next chapter