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Ronnie Alley

MFA in Graphic Design - 2 Yr Path — Graduate Graphic Design
Course:
Grad Studio 3
Faculty:
Caro Trigo
Term:
2024 Fall

Xerox

Xerox has been a leader in the business of business for over 120 years, but as work has evolved, I noticed a gap between perception and reality. While still associated with printing, the company now offers data software, AI services, and more. This disconnect presents an opportunity to reposition Xerox as an essential partner for modern business.

View full project case study HERE.

Process:

Through market research and competitive analysis, I found that Xerox has been central to American business operations since 1906, building strong brand awareness over more than a century. Over time, that recognition became limiting, leading me to reposition Xerox as a modern problem-solving partner for businesses of all scales.

Learning Outcomes:

This project allowed me to get hands-on with the business strategy work that is typically siloed away from designers, and by having a deeper awareness of where I felt the company could go I was able to have a stronger position for my own creative decisions with the brand identity.

Project Website:
https://ronniealleydesign.com/projects/xerox
Tags:
Advertising,
Branding,
Identity Design,
Packaging,
UI/UX
In my research I found that the brand perception of Xerox was that they only sold copiers, so when reintroducing the brand into the world I wanted to highlight all of the various offerings the company provides for its clients.
During my research, I discovered that Xerox allocates just 3% of its budget to research and development. This revealed a clear opportunity to reposition the company away from its legacy perception as a printer brand and toward devices that actually serve the modern workplace; being remote conferencing tools, cloud-based data storage, and an AI-powered business assistant.
With the pivot toward creating new hardware, I designed a product I’ve personally always wanted: a business assistant that fits in your pocket.
To bring these new products to consumers I developed the Workshop, a pop-up retail experience designed on an 11x17 grid, one that could be easily set up in corporate lobbies or big-box retail stores, as a way to meet businesses where they already are.
While this rebrand was focused on repositioning Xerox for the future, I still wanted to honor their legacy by leaning into printed matter. I developed a stationary system and physical brand guidelines publication that takes design cues from printer details and marks.