Gerber Scientific needed to hit the ground running with the introduction of its newly improved flat bed printer. Because the printer was so dramatically improved, DKA recommended a new name (CAT is based on the cationic inks used exclusively by Gerber) and a completely new look. One of the CAT UV’s chief competitive advantages is its scratch resistant surface. DKA created the new brand, advertising, press releases, sell sheets and tradeshow graphics in thirty days. The initial rollout was very well received and several machines were sold at the first show in Germany in June 2010.
For the quarter that ended on July 31, Gerber reported that its profits had tripled year to year, and Wall Street reacted to the news by driving Gerber’s stock up 22% on the day of the announcement. CEO Marc Giles attributed the results to “improvement in new equipment demand, and market reception for our new Gerber CAT UV printer, which was introduced this past quarter.”