Hasta La Creative!

United Stationers, a 93-year-old office-product company, is rebranding as Essendant, which combines “essentials” and “ascending” to reflect a unified brand.

The rebranding effort officially kicks off Monday, with executives from Essendant ringing the opening bell of NASDAQ, and an integrated campaign called “Beyond Essentials,” created by Gyro Chicago. The campaign includes print, online, website, out-of-home, direct mail and social media. The budget was undisclosed.

“There are two main elements driving the need to rebrand,” said Diane Hund, VP-marketing at Essendant. “First, our core brand name at one time really captured the essence of what we did — a provider of stationers’ materials. We even had an envelope as part of our logo at one time.”

Continue reading at AdAge.com