We began with name development for the newsletter to provide a brand name suitable for trademark. After conducting a two-day name development exercise we delivered 10 options to the client to produce a short list. In the end Expressenger™ was unanimously deemed the winner and was trademarked immediately.

We designed a look and feel to be applied to all versions of the newsletter from July 2008 – July 2009. Each quarter colours and imagery were to be used to reflect the seasons and promote products of the client’s choice. Client supplied content would be edited to ensure relevancy to the targeted audience and translated into French. The print version—promoting the url to sign up online—is always printed on FSC certified paper to reinforce Corporate Express’ green initiatives and the ‘tell-a-friend’ viral component in the online version is employed to generate leads.