Blue Star is the latest printer to go through a rebranding process as it seeks to capitalise on its broadening capabilities, it will now be a division of the new ive business. The new entity ive will sit above Blue Star, and will include three operating divisions – Blue Star Group, iveo which will be an expanded version of Blue Star IQ, and Kalido which is the development of Blue Star Create.
As part of the rebrand Blue Star – which is Australia’s largest sheetfed printer – is being reorganised into five divisions: Print, handling commercial printing; Direct, for all print or digital direct mail; Blue Star Web, which was formerly the web offset business Webstar; Display, for the growing point-of-sale business; and Connect for logistics and distribution. Its iveo division will provide end-to-end multichannel campaign management and execution of design, print, web and mobile, and various consulting and advisory services. Geoff Selig will remain executive chairman of the whole group, with Warwick Hay serving as ive managing director, and former chief operations officer Matt Aitken as Blue Star chief executive. Selig says rebranding of Blue Star is necessary to ensure it reflects the increased diversity of the company and its offerings. He says, “As we seek to grow our business across an increasingly broader set of capabilities and communications channels, it is important we communicate this effectively through how we present ourselves to the market. “What we do now [in print] is important to us and we do it well, but we need to reflect where we are now and where we are evolving to in the future as we look to offer clients more. “Where clients know and trust us they give us business in other areas, and now we have more to offer we want them to know about it.”
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