Campaign overview

What does a 200 year old printer company do when faced with a digital future? The challenge facing De La Rue was stark – modernise their brand and their business model or risk being left behind in the world of fast-moving startups and governments looking to take security documentation in-house. This was the challenge handed to Hotwire's Digital Brand Lab team to solve.

What we did

We managed a year long project helping De La Rue refresh every aspect of its brand. We started with some extensive research into internal and external perceptions of the company, carrying out similar research on the industry and their competition to place our findings into context.

From there we created a new identity for the company – helping them move from just talking about the products they sell to the impact these products have on citizens around the world. As part of this we created an entirely refreshed set of messaging documents for the company, developed and executed an internal and external communications strategy for the new brand and launched a new corporate video. All the while providing constant support for their cross marketing function.


Hotwire helped De La Rue present a positive new face to the world, leading to a rise in the company’s share value and positive feedback on the new vision presented in the annual report. We also helped the company embark on their first thought leadership campaign resulting in industry and national media coverage.

"It's been fantastic to have the support of the Hotwire team and they helped steer our rebrand in the right direction."
Claire Burrows, Marketing manager, De La Rue