Blue Soho

The art of the merger — combining four brands into one.

Blue Soho


How do you take three distinctive arms of a behemoth international printing company, merge it with a high-end photo retouching company and nestle them all under one cohesive brand?

BlueSoho called upon Tank to help redefine and reposition their brand to reflect a merger of four divisions —Nellymoser, BlueSoho, Quad Media Planning and Placement and Quad Media Solutions— all falling united under the name BlueSoho. From the merger came a true omni-channel marketing and technology services firm with a greatly expanded overall offering for its customers.


Tank brought stakeholders from each entity together for day-long work sessions. The goal was to integrate the brand’s diverse services into one coordinated offering to meet the evolving demands of today’s customers, engaging them at every brand touchpoint. Tank rethought and rebuilt their brand look, feel and voice.


Tank created a variety of materials for the brand launch, including sales presentations, internal and external brand launch announcements, a brand handbook, style guide and more.


Tank created a new website announcing the launch of the new brand, its new capabilities and reach.


Today, BlueSoho is an omni-channel marketing and technology firm offering highly targeted and personalized services, now with an expanded reach and cohesive brand.