Roland DGA was tasked once again as creative agency to Roland DG Japan. This time for their next generation entry-level printer/cutters, the SG3. We needed to position and differentiate this printer series with it’s higher performance sister series, the VG3, while still maintaining TrueVIS brand cohesion. We did this by exploring the strengths of the previous gens model from user surveys, finding that (1) users tended to use the previous SGs in sporting goods and team apparel, (2) they consistently compared it to something reliable like Subaru, and (3) blues/cyans looked great on the machines.

After that we had graphics and communication targeted toward smaller businesses and practicality. With art being inspired by American National Parks, IKEA catalogs, and using a more simplified complimentary color range to take advantage of the Cyan color space.

Deliverables includes hero product shots, web design, branded application images, demo files, print advertisement, and brand images for email and social media marketing.


Company: Roland DG Corp. Japan
Creative Direction: Ed Navarro
Copywriting: Ben Fellowes
Art Direction/Lead Design: Julian Arellano
Graphic Design: Alexis Bruer, Danielle Gee, Quy Nguyen, Susanna Rosario
Web Design: Quy Nguyen, Susanna Rosario