STE makes Wace magnificent

Pre-press and digital imaging giant Wace Group has relaunched its worldwide imaging business. Naming and identity are by Sampson Tyrrell Enterprise.

Explaining the division’s name, Seven, STE creative director Paul Mynard says: “In the marketplace it stands out like a sore thumb… They won’t forget it.”

The company works with overseas markets, and the name had to be easy to translate, says STE account director Jane Wyckham. The name also allows the client to diversify, she adds.

STE created a bespoke typeface and a portfolio of supporting images, each incorporating the figure seven for use in stationery and signage. The seven can be played on in the company’s literature, says Mynard. Lewis Multero photographed the animals which appear in print.

The consultancy, which won the job in a three-way pitch, also designed a newsletter called g, the seventh letter in the alphabet.

Seven manages the production and distribution of visual brand communications. This month Wace disposed of most of its traditional print business. The new identity launched on Tuesday.