Mitchell Press
Transforming a Print Company Into a Modern Brand Experience Partner
Established in 1928, Mitchell Press had spent decades adapting to a changing industry.
Its investments in advanced print technology, sustainable production, and operational innovation had moved the business well beyond the expectations associated with a traditional commercial printer.
But the market still needed a clearer reason to choose Mitchell beyond quality alone. In a category where excellent output had become expected, the opportunity was to define the value that existed around the product: collaboration, ease, trust, and the ability to help clients solve problems more effectively.
The assignment became less about refreshing a legacy identity and more about clarifying what made Mitchell meaningfully different.
Moving Beyond Quality as the Differentiator
Print quality matters. But in a sophisticated market, quality is increasingly the price of entry.
Research across clients, leadership, and internal teams revealed that Mitchell’s competitive strength extended much further.
Clients valued the way the company worked with them: responsive relationships, streamlined processes, collaborative problem-solving, and a culture built around making complex production easier.
Mitchell was not simply producing excellent work. It was reducing friction around that work. That became the strategic foundation for the brand.
Defining the Value of Partnership
From that insight emerged the positioning idea:
Producing Excellence, Together.
The phrase deliberately shifts the emphasis away from production as a commodity and toward the relationship surrounding it.“Excellence” establishes the expected standard. “Together” defines the difference.
It positions Mitchell not as a supplier at the end of a process, but as a partner within it — contributing expertise, solving problems, and helping clients achieve stronger outcomes.
The visual identity was built around the same idea. Two components of the capital ‘M’ come together to form a unified mark, expressing collaboration and shared success. Even the negative space within the mark references the form of a press sheet — grounding the system in Mitchell’s craft without allowing the craft alone to define the company.
Mitchell specializes in high-end print solutions. The negative space within the ‘Mitchell M’ subtly mirrors a press sheet, reinforcing their craft at a conceptual level.
Creating a Brand that Changes the Conversation.
The real value of the new positioning was not simply greater consistency or recognition. It changed the nature of the conversation Mitchell could have with the market.
Rather than competing primarily through bid, quote, and production capability, the brand gave the sales team a stronger platform for discussing the broader value Mitchell could bring to a client relationship.
That distinction matters.A supplier is compared on output and price. A partner is considered for judgment, reliability, expertise, and the value they contribute beyond the immediate transaction. The new brand helped make that difference more visible.
Boyle’s approach to defining us through our intentions, and researching our clients, teams, and leadership’s perspectives provided confidence that we were on the right track. They pushed us to redefine our story well before looking at logos and they helped define the essence of what we do, and aspire to be. Their precise use of language, tone, and appropriate metaphors connected the dots for us.
Our internal communications and company personality has become far more organic. All team members within our walls understands and embodies our new USP “Producing Excellence, Together”. This is a simple call-to-arms for us to follow.
Externally, our new messaging resonates with prospective partners who are looking to solve a problem, and it enables richer conversations with them. This helps our sales team be less dependent on bid-to-quote, but engage in more holistic conversations of “what can a true partner really offer?” Long- term clients who have collaborated within specific services are pressed to ask us “so tell us how your other services can help us.
Scott Gray
Executive Vice President