SERIOUSLY HAPPY

CLIENT
Proprint Services

AGENCY
The Creative Collective

ROLE
Design Lead – Creative Direction and Design

SCOPE
Brand Strategy
Creative Direction
Visual Identity
Expression System
Brand Guidelines
Website Design
Social Media
Marketing Collateral
Presentation Design
Motion Direction & Storyboarding
Art Direction

COLLABORATORS

Motion Design : Jay Smith
Photography: Naomi Finaly

CONTEXT
Though widely recognized for POP display, Proprint needed to broaden perceptions and cement their capabilities as a full-service solutions partner.

A complete visual overhaul was key to establishing their new positioning.

STRATEGY
Focus on their strengths and distinct value: trusted, approachable problem-solvers whose expertise extends beyond their craft by delivering thoughtful alternatives and inventive solutions.

SOLUTION
Seriously Happy was the springboard for a new identity and launch campaign, uniting two contrasting qualities: speed, precision, and technical accuracy with a genuinely friendly, human service ethos.

VISUAL IDENTITY

A New Logo

The dot motif in the new bespoke “P” and corresponding wordmark reference the printing process—an element the team was keen to retain from the original wordmark.

The new arrangement suggests movement, speed, and forward momentum—reflecting both the pace of the business and its forward-looking approach.

Proprint visual identity featuring a custom purple P symbol with colourful circular elements referencing the printing process, paired with a bold wordmark.
Proprint visual identity featuring a custom purple P symbol with colourful circular elements referencing the printing process, paired with a bold wordmark.
Four colour variations of the Proprint brand symbol in orange, blue, purple and green, featuring a custom P with circular graphic elements.
Four colour variations of the Proprint brand symbol in orange, blue, purple and green, featuring a custom P with circular graphic elements.
Proprint primary logo featuring a custom purple wordmark with a stylized P and colourful circular elements referencing the printing process.
Proprint primary logo featuring a custom purple wordmark with a stylized P and colourful circular elements referencing the printing process.

BRAND EXPRESSION

Design in Motion

Key messaging and visual elements play well together for engaging short- and long-form video content.

A black backdrop anchors the vibrant colour palette, while a secondary handwritten script introduces a casual, optimistic tone—reinforcing the brand’s personal, approachable character.

The logo and wordmark’s circular forms and rounded edges formed the foundation of the broader brand system, giving a friendly, approachable feel.

These characteristics extend into a custom visual language of plus signs, exclamation marks, arrows, and other graphic elements. Paired with vibrant, high-contrast colours, they bring a sense of energy, optimism, and momentum to the brand.

Proprint brand identity system featuring colourful circular motifs, geometric shapes and directional graphics derived from the custom logo design.
Proprint brand guidelines showcasing visual identity, logo variations, colour palettes, typography, graphic elements, brand personality and messaging.
Proprint business card design featuring a custom die-cut sleeve with circular cutouts, a purple and white colour palette, and the company's visual identity.
Proprint business card design featuring a custom die-cut sleeve with circular cutouts, a purple and white colour palette, and the company's visual identity.

ART DIRECTION

Custom
Photography
Library

The new visual identity extended into a custom photography library, art directed to create a consistent, ownable visual language across brand communications.

Bold imagery captures the team in action, highlighting their tools and passion for their craft, while offering a glimpse into their day-to-day world.

Strategic colour accents reinforce brand recognition and add visual consistency.

Art-directed brand photography for Proprint, featuring large-format commercial printing equipment in operation with an employee at the production facility.
Art-directed brand photography for Proprint, capturing an employee carefully positioning materials in a printing press, reflecting the precision and attention to detail behind the company's commitment to excellence.
Proprint brand photography capturing a production team member carefully inspecting printed materials, highlighting the hands-on craftsmanship and attention to detail behind the company's work.
Art-directed brand photography for Proprint, capturing the hands-on process of mixing printing ink, highlighting the craftsmanship, precision and expertise behind the company's production capabilities.
Proprint brand photography featuring a production specialist operating an industrial printing control panel, highlighting the technical expertise and precision behind the company's printing capabilities.
Proprint brand photography showcasing industrial printing equipment processing vibrant magenta printed materials, highlighting the company's commercial printing capabilities.
Proprint production employee applying deep blue printing ink to a press roller using a spatula, preparing the equipment for printing.
Proprint production tools and supplies arranged on a white wall, including measuring templates, hand tools and rolls of tape used in commercial printing.
Proprint production employee working behind an industrial finishing machine as white printed material passes through rollers, with stacks of materials in the background.
Industrial production equipment at Proprint's printing facility, featuring an automated system of pneumatic components, tubing and mechanical controls.
Proprint production employee wearing protective gloves while inspecting and adjusting industrial printing machinery, surrounded by the equipment's metal framework.
Overhead view of assorted metal printing components, measuring tools and mechanical parts arranged on a well-used industrial workbench at Proprint.

Select Works

SPROUT

PIVT

Pivt website design featuring a purple brand identity, custom illustrations, team photography and messaging focused on human connection.
Colourful infographic featuring interconnected oval shapes representing relocation services, including moving, housing, immigration and family support.