Inspired a global nexus of brand evolution
IMPACT
Identity, messaging and imagery that helped make 3M relevant to younger audiences while reflecting 3M’s strategic benefits
Inspired client’s customers to replicate 3M’s messaging in their own internal and external communications
Improved communication between marketers and creative suppliers
Provided consistent creative execution
Generated internal excitement for the division’s industry contributions
Streamlined internal creative processes
OPPORTUNITY
Due to corporate brand reinvigoration efforts and an expanded audience focus, the 3M Optical Systems division needed new style guides and messaging for their five businesses that better aligned with their division strategic objectives.
MY WORK
Defined division and business personalities
Outlined the logic behind the strategy
Helped develop and manage visual style creation
Developed and wrote messaging matrix with key messages per business area and functional benefit
Produced various marketing communications process maps
Directed on-location photo shoots complete with location scouting, casting calls, wardrobe selection, art direction and production management
Sourced and managed multiple creative vendors
Facilitated global replication
