A Bold Step Towards Digital Transformation

FUJIFILM Business Innovation Australia (formerly Fuji Xerox Australia) has launched its latest campaign, ‘Work Happily Ever After’, marking a strategic shift from document solutions to end-to-end digital transformation services. This initiative reinforces FUJIFILM BI Australia’s ambition to move beyond traditional print and document management into a broader range of IT consulting and business services.

Strategic Partnership with Thinksmart Marketing

Following a competitive pitch, Thinksmart Marketing, an integrated B2B marketing agency, was chosen as the partner to develop the new brand strategy and creative platform. This partnership aims to create a brand narrative that resonates with businesses navigating digital transformation challenges.

The campaign will launch nationwide on March 10, 2025, leveraging out-of-home media and integrated customer journeys to drive brand awareness and engagement.

Expanding Beyond Document Management

The rebranding initiative highlights FUJIFILM BI Australia’s evolution beyond traditional offerings such as graphics and print. The company is now positioning itself as a provider of consulting and advisory services, managed IT solutions, process automation, and communication solutions.

According to Stephen Sims, Chief Customer Officer of FUJIFILM BI Australia, this transformation aligns with the broader FUJIFILM Group strategy:

“This is more than a rebrand—it’s a transformation. As businesses face increasing complexity in digital transformation, we believe we are uniquely positioned to help them simplify, integrate, and future-proof their operations.”

Retiring Sub-Brand Identities

As part of this rebranding effort, FUJIFILM BI Australia will retire its sub-brands, including FUJIFILM CodeBlue Australia and FUJIFILM Upstream Solutions. These will be rebranded as FUJIFILM IT Services and FUJIFILM Process Automation, respectively. The move streamlines FUJIFILM’s business offerings under a cohesive and unified brand identity.

The Creative Vision Behind ‘Work Happily Ever After’

The campaign is designed to showcase the business outcomes made possible through FUJIFILM’s digital transformation solutions. Janine Pares, Founder and Managing Director of Thinksmart Marketing, expressed enthusiasm for shaping the brand’s identity:

“It’s not often you get to help shape the narrative of a business that is part of a globally recognized brand with a long ninety-year legacy. ‘Work Happily Ever After’ celebrates the business outcomes delivered through their broader services in digital transformation.”

A key creative element of the campaign is Japanese paper-craft inspiration, which ties back to FUJIFILM’s heritage and innovation while distinguishing the brand in the crowded B2B tech market.

A New Era for FUJIFILM BI Australia

Yasuyuki Matsumoto, Managing Director of FUJIFILM BI Australia, sees this rebrand as a defining moment for the company’s future:

“This marks a new era for FUJIFILM BI Australia as we step forward as a leading organization offering end-to-end digital transformation solutions. Our customers are looking for more than just solutions—they want a trusted, reliable partner who can help them thrive in a fast-changing world.”

Strengthening Collaboration Across Fujifilm Group

FUJIFILM BI Australia also aims to strengthen its collaboration with other Fujifilm Group entities, including FUJIFILM Australia, FUJIFILM MicroChannel, and FUJIFILM Data Management Solutions. This expanded partnership will enhance FUJIFILM’s ability to provide comprehensive business solutions that cater to modern enterprises.

Conclusion

With the launch of ‘Work Happily Ever After’, FUJIFILM BI Australia is making a clear statement: it is no longer just a document solutions provider but a holistic digital transformation partner. By embracing innovation, consulting, and technology-driven services, the company is positioning itself at the forefront of business evolution and enterprise success.