Hurley was regularly losing business because customers were not aware of all services his three copy shops offered. Although customers might have a copying job done at one store, they didn't necessarily know that they could also get their trade show booths or large outdoor signage done through the same store, even though the work would be done by another branch with that particular specialty. After hearing that yet another customer had outsourced a job he could have handled, Hurley contacted MicroArts for a solution.

• Unite Hurley's three copy shops under a single brand.
• Convey to area businesses that Hurley's copy shops could meet all their professional graphic reproduction needs
• Highlight the superior experience businesses would have when working with Hurley's copy shops
  • convenience of one stop shopping
  • personal service
  • quick turn around
  • excellent quality
• Encourage area businesses to support a local business rather than giving it to out of state graphic service companies

MicroArts' recommendation was to develop a new corporate brand to unite the three shops and identify them as being part of a larger chain. Re-branding all locations under one strong and consistent identity would elevate the company's visual presence and promote its position as a true leader in the market. It would also allow the full array of professional graphic reproduction services to be presented to existing and potential customers no matter which of the stores they happened to visit.

MicroArts proposed Infinite Imaging as the new brand name, because it conveyed the virtually unlimited range of graphics services available, and created a new logo that incorporates the infinity sign. MicroArts also came up with the concept of the Infinite Solutions Network to convey the idea that each store was part of a larger network and offered a broader scope of capabilities than other copy shops.

MicroArts created interior and exterior signage for the three branches as well as vehicle wraps for the vans that would shuttle client work to and from the branch locations and clients. The signage clearly conveys the range of graphic services Infinite Imaging offers via a visually arresting combination of images and text, and gives each of the stores a crisp new look that supports the new brand image.

The Infinite Imaging web site was designed to be very user friendly. In addition to communicating all the services that Infinite Imaging provides, the site also highlights the employees. After all, is the higher skill level and experience of the personnel that results in better service and a more satisfying experience for customers.

Once Infinite Imaging's branding was complete, it was essential to let area businesses know the positive impact its existence would have on them. MicroArts developed a name change announcement as well as a personal letter from Hurley to communicate the benefits of one-stop shopping. MicroArts also spearheaded a public relations campaign that resulted in full feature stories in the area's top publications. Now, visitors at any of the branches are immediately aware of the full scope of services offered by Infinite Imaging.