In the not so distant past, people in business assessed each other by visible signs of success, conformity and credibility — your car, your office, how you dressed, your club membership.

Nowadays it’s your website that gives you the confidence to walk into a business meeting with your head held high knowing your brand speaks for you.

That’s how Director at MC2, Maria Chapman, a print broker with more than 30 years in the business, feels about her recently launched brand and website by Graphic Detail. It’s a website that speaks to the heart of what she does, which is 'Print Coloured by Experience'.

"To feel great about your website literally changes everything," says Maria. "I feel like I can do anything."

Designed by Ross Blakely and the team at Graphic Detail, the new look reimagines what print broking can be. The identity draws on the idea that paper is not passive — paper creases, it curls, it folds, and it bends. It becomes form, it holds knowledge, and it speaks.

For Graphic Detail the challenge was to express the depth of MC2 founder Maria’s print expertise, including her problem-solving, engineering complex packaging, navigating offshore production and delivering print finishes that elevate the brands they represent.

Ross and his team created a brand that turned out to be a typographic system inspired by paper itself — a series of letterforms that look and feel like paper in motion. Shapes that fold and move like print does in real life.

"The concept started with a question," says Ross. "If I curl a piece of paper, does it form a C? Could a font be based on paper’s behaviour? From there, we looked at how colour and shape could represent Maria’s deep knowledge of print and how everything that is committed to paper carries weight, memory, and meaning."

Photographer Chris Street from Up&Up captured the tactile elegance of print in action, using imagery of design packaging, journals, games and more to tell a vibrant and colourful story about MC2’s work.

The copy, by Iron Road’s Colin Kennedy, is plain-spoken confidence. It’s direct, clear and infused with Maria’s voice.

The homepage opens with a simple truth many clients feel: "You’ve got a complex print or packaging job that needs doing, but you’re worried because there’s a lot riding on getting a stellar finish, and you have no idea where to begin."

The site positions MC2 as the go-to team for high-stakes printing jobs. Everything from packaging, books, board games, branded material and more. Maria’s independence is part of the appeal.

"Because we don’t own machines, we’re not trying to fill a print plant," she says. "Our only job is to find the right process, partner and finish to make your job shine."

  • Global quality, locally managed.
  • Hands-on project management.
  • Smart advice and honest feedback.

The new site is a quiet but confident statement of who MC2 is and why it matters. A brand, like the paper it works with, is built to last.

Want a brand that speaks for you?

Your website is your first impression in every business meeting — before you even walk through the door. Let’s build something you’re proud to stand behind.

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Common questions

How does a new website affect business confidence?

A well-designed website acts as your brand’s representative in every situation — before a meeting, after a referral, during a pitch. When a business owner feels proud of their website, it changes how they show up. They share it freely, reference it in conversation, and approach new business with the assurance that their credibility is already established before anyone walks in the door.

What makes a brand identity effective for a specialist service business?

The most effective brand identities for specialist businesses express the depth of what the owner knows and does — not just what they sell. For MC2, that meant building a visual language around paper’s physical properties: how it folds, curls, and holds meaning. The result was a brand that communicated expertise and craft without saying it directly.

Why is website copy so important for a service business?

Service businesses are often sold on trust and expertise before price or availability. Copy that speaks directly to the client’s problem — and positions the provider as the clear solution — does the selling before anyone picks up the phone. The MC2 homepage opens with the client’s own anxiety, which creates immediate recognition and connection.

How long does a brand and website project take with Graphic Detail?

Every project is different depending on complexity, content readiness, and scope. A combined brand and website project like MC2 typically takes several weeks from strategy to launch. We work closely with clients throughout the process to ensure the final result reflects who they are and speaks to the clients they want to attract.