The Feltham, Middlesex-based business offers litho and digital print services, direct mail, artwork and design and creative production management.
The business had originally been called Geoff Neal Litho because the process was still seen as ‘cutting–edge’ when the company was established in 1976. But managing director Sam Neal said the name has become less relevant as time has passed.
“Geoff Neal Group feels like a more current business name. Having litho in the name over the last few years had become limiting and confusing and not a relevant part of the conversation,” he said.
Geoff Neal Group enlisted the aid of a strategist who spent a number of months understanding the business and brand before working with the firm to formulate a design brief for the rebrand. A design agency then brought the brief to life.
The company’s new website, geoffneal.london, is now live and its social media branding has all been updated while collateral including stationery, lorries and the front of its building will also be rebranded over the next couple of weeks.
“Fundamentally, what Geoff Neal is hasn’t changed. We are a manufacturer that cares and listens, we push the boundaries of what’s possible and we always give the highest quality and best customer service that we possibly can,” said Neal.
“We’ve changed the way we look because we want to demonstrate that we understand the value of a brand, it's what we do and that’s what we care about, so we’re going for a lot of English heritage and trading on London as it’s a powerful city with a powerful name.
“We’re looking to show people that there is still craft, care and attention out there and that they can come and talk to us about it.”
Neal said the rebrand also reflects the wider breadth of services that the business now offers and highlights its design and consultancy services.
“Over the last five years we’ve offered artworking and simple design services. It was natural that a full design offering developed, we feel that we’ve got some useful knowledge and ability to make a difference.”
Neal added: “One of the things that frustrates us enormously is that we see so much good work being done by creatives wasted because the practical things like the substrate, manufacturing techniques and efficiencies were not considered early enough in the process. Being creative can still be efficient.
“Because we have that kind of manufacturing knowledge that we can throw in at the beginning, we can help to get a design brief off the ground quickly and will also ensure that the speed to market and the client’s budget are thought of from the beginning.
“My opinion is that print may well shoot itself in the foot faster than other media will kill it by just being boring. There is too much focus on average print done cheaply. When a printed product is done well nothing can beat it.
“Tactility and creativity in print will be what keeps it alive and so relevant and is why people love it, so we want to champion that and make sure our clients are producing work that really stands out and adds value to their brand.”
Geoff Neal Group operates a range of Heidelberg litho and Konica Minolta digital equipment. The business, which has a turnover of £14.5m and 92 staff, produces work for a range of clients, including blue-chip companies. The firm is a finalist in two categories in the upcoming PrintWeek Awards.
