Looking the business

This High Street franchise started as a photocopying service. But their role was increasingly threatened by the falling cost of technology, which allowed small businesses to buy or rent their own sophisticated copiers. How far could Kall Kwik credibly migrate ‘upwards’ into the profitable world of business design? We conducted nationwide research to find out, then developed a new positioning for the company as a business design specialist. We communicated this through press and radio advertising, internal media, sales support literature and a franchise recruitment campaign. To capture top-end design customers that were beyond Kall Kwik’s reach, we launched kdesigngroup – the UK’s first national network of design agencies.