Fontana Lithograph/Affiliated Graphics was the name of one of the biggest,
most respected and innovative printing shops in the Washington D.C. area.
Since 1948 they have been the go-to print production firm on the east
coast for clients from around the world.
The strategy behind Fontana's choice of a new name dictated a finely
nuanced, pitch-perfect result. The new name's most basic task was to eliminate
the distractions inherent in their one company being known by two distinctly
different names, Fontana and Affiliated Graphics. Simple enough.
Things got really interesting when the client told us that they wanted
to define an entirely new business segment, Corporate Print Collateral
Consulting, while retaining their core identity as printers. Also critically
important was that the new name not suggest that they were muscling-in
on the territory of their client base that includes advertising agencies,
branding consultants, and graphic design shops. Further, this family-owned
business had recently been passed from the founding generation to the
younger one, and it was important not to pick a name that suggested radical
change was afoot, given their solid, sixty-year reputation in the printing
business.
Corporate Print Collateral Consulting is all about managing and strategizing
the printed collateral that a large enterprise produces to establish their
image. Mosaic is the one name capable of conveying the idea of arranging
many visual pieces into the most effective presentation possible, while
at the same time capturing the idea of printing and walking the razor's
edge between all of Mosaic's communication concerns.
