After 19 years with more or less the same visual identity this company chose a somewhat unorthodox approach when they revealed the new identity to their target audience. Instead of going down the traditional road by sending out an ordinary press release about it, they chose to focus on their current one. After that many years with the same identity, you could only imagine all the office supplies and branded merch with the now old logo on it, that suddenly was useless for the company. But even though that they didn't need it anymore, didn't mean that a different company wouldn't find it useful. The visual identity and all of the excess merch got placed out on classified ad sites all around the world. Everything were given away for free. The only catch? The chosen company had to change their name på JCP of course.