SYDNEY, March [10], 2025 – FUJIFILM Business Innovation (BI) Australia (formerly Fuji Xerox Australia) is making a powerful statement to market with a bold new campaign, ‘Work Happily Ever After,’ to reinforce its strategic aim to shift from a document solutions provider to a leader in end-to-end digital transformation.
The campaign marks a pivotal moment in the company’s evolution as it moves beyond its legacy in document management, graphics, and print to offer a comprehensive suite of business services—including consulting and advisory capabilities, managed IT services, process automation, and communication solutions.
Set to launch nationally on Monday, 10th March 2025, ‘Work Happily Ever After’ will be rolled out across mass out-of-home media and integrated customer journeys, seeking to make a clear statement about FUJIFILM BI Australia’s role in redefining business solutions in a digital-first world.
“This is more than a rebrand—it’s a transformation,” said Stephen Sims, Chief Customer Officer at FUJIFILM BI Australia. “As businesses face increasing complexity in digital transformation, we believe we are uniquely positioned to help them simplify, integrate, and future-proof their operations. Our evolution is a natural extension of FUJIFILM BI’s DNA— just as the FUJIFILM Group pivoted in the face of digital photography, we are now leading the way in reimagining business solutions beyond document management.”
As part of this transformation, FUJIFILM BI Australia will also retire its sub-brand identities, FUJIFILM CodeBlue Australia and FUJIFILM Upstream Solutions, which will be rebranded as FUJIFILM IT Services and FUJIFILM Process Automation respectively.
Following a successful competitive pitch, integrated B2B marketing agency Thinksmart Marketing has partnered with FUJIFILM BI Australia to deliver a new brand strategy and develop the creative platform to bring the strategy to life.
8 Khartoum Rd, Macquarie Park, NSW, 2113Janine Pares, Founder and Managing Director of Thinksmart Marketing said: “We were excited by the opportunity to address such an important strategic and creative challenge that reflects a growing appetite for more brand-led and human-centred approach in the B2B tech sector.”
"It's not often you get to help shape the narrative of a business part of a globally recognised brand with a long ninety-year legacy. ‘Work Happily Ever After’ celebrates the business outcomes delivered through their broader services in digital transformation while also tying back to the FUJIFILM Group mission of ‘Giving our world more smiles’.
“Taking inspiration from Japanese paper-craft connects to the brand heritage and creates vital distinction in a saturated B2B tech market.
"FUJIFILM BI Australia's incredible transformation is worthy of a brand and re-entrance that reflects their commitment to excellence and innovation, and we've been incredibly proud to help make this a reality."
Yasuyuki Matsumoto, Managing Director of FUJIFILM BI Australia, reinforced the company’s vision: “This marks a new era for FUJIFILM BI Australia as we step forward as a leading organisation offering end-to-end digital transformation solutions. By integrating our consulting expertise, technology, and managed services, we aim to provide businesses an integrated approach to solving complex challenges. 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.”
This next chapter will see FUJIFILM BI Australia deepen collaboration across all Fujifilm Group entities, including FUJIFILM Australia, FUJIFILM MicroChannel, and FUJIFILM Data Management Solutions, to strengthen its capabilities in digital transformation.
The move follows significant acquisitions, including Upstream Solutions (2010), CodeBlue Australia (2020), and the global acquisition of MicroChannel (2023), positioning FUJIFILM BI Australia as a leader in helping businesses navigate the digital future.
With ‘Work Happily Ever After,’ FUJIFILM BI Australia is making a bold statement—it’s not just about working differently; it’s about coming together to work smarter, faster, and more seamlessly in a digital-first world.
For images relating to the ‘Work Happily Ever After’ campaign, click here.
About us:
About FUJIFILM Business Innovation Australia
At FUJIFILM Business Innovation Australia, we go beyond the technology. We take the time to understand your goals, your challenges, and the bigger picture. From our first conversation to planning, implementation, and ongoing support, we work with you every step of the way. Our legacy of world-class multifunction devices and document-related solutions has grown into delivering end-to-end digital transformation capabilities to support and scale your business to new heights.
On 1 April 2021, we changed the company name to FUJIFILM Business Innovation Australia. More than just a name change, it embodies our commitment to continue as a company that always pursues business innovation. FUJIFILM Business Innovation Asia Pacific is the regional headquarters of the global company, FUJIFILM Business Innovation, providing corporate support and shared services for the Asia Pacific region.
https://fujifilm.com/fbau - Australian website
https://fujifilm.com/fbglobal - Global website
Contact details:
Aaron Prestipino
Corporate Communications Manager
