Dolby Laboratories + 3M Company
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Developed a customer-centric brand architecture
Categories: ArchitecturesCustomer-centric and consistent market face on communications and packaging
Eliminated many trademarks, saving hundreds of thousands of dollars on global mark registration and support
Improved creative development efficiency
Clearly differentiated brand dress
Improved customer understanding of product tiers, total product offering, and the relationship between product categories
Aligned the businesses with the division and corporate sales and identity strategies
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IMPACT
Kept government training simple
Categories: ArchitecturesReduced the number of icons requested by 80% allowing for a significant cost and time savings
Color palette created a more contemporary feel
Effectively operated within governmental budget and time constraints
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IMPACT
Piloted a new dimension in co-branding
Categories: Co-branding + Ingredient brandingSet the standard for using the 3M brand as a co-brand
Built awareness of 3M’s role in the 3D industry
Created the first sanctioned use of the 3M logo in 3D applications
Generated internal and external excitement surrounding 3M’s role in the film industry
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IMPACT
Created value from within
Categories: Co-branding + Ingredient brandingClear customer-centric communication and brand architecture designed for global expansion, longevity, and multiple applications
Defined industry presence
Focused audiences
Unified product portfolios while allowing for individuality within existing brand families
Successful product launch, on time, on budget and useful to the sale representatives
Improved internal awareness and understanding of the market based, ingredient brand strategy
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IMPACT
Reduced global creative production costs by 35%
Categories: GuidelinesBrochure creation by international subsidiaries within 24 hours of receiving the guidelines
Segment individuality with a consistent market face
Fast-tracking of new web site with a $32K savings in development costs
Stock photography management process adopted by corporate as a best practice
Corporate Global Communications Award winner
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IMPACT
Inspired a global nexus of brand evolution
Categories: GuidelinesIdentity, 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
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IMPACT
Generated guidelines for a visual paradox
Categories: GuidelinesCreated consistent visual appeal
Strengthened ease of global replication
Improved communication between marketers and creative suppliers
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IMPACT
Explained how to develop clever, strategic promotions
Categories: GuidelinesDemonstrated how to leverage the business’s or product’s benefits to generate a strategic theme
Communicated unique messages and themes while complying with the 3M identity system
Guideline clarity helped reduce the cost and time associated with the creative development of promotions
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IMPACT
Increased tradeshow traffic
Categories: IntegratedIncreased booth and conference room traffic significantly over previous years
Created a consistent, compelling and dominant presence at the show
Pioneered the application of the corporate identity system to stairs, hotel key cards and lanyards
Captured the attention of attendees according to the client, making them stop in their tracks and stare at the graphics with wonderment
Generated such a high demand for the white papers that they ran out of copies on the first day of the show
Completed the creation and production of all materials in five and a half weeks, hitting key show deadlines
Nominated by the Society for Information Display for “Best in Show”
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IMPACT
Built awareness of food support accessibility
Categories: IntegratedReached a wide range of audiences including non-English speaking, the elderly, the lower and middle classes, college and non-college educated people
Implemented a consistent, immediately recognizable campaign
Maximized and worked within a non-profit budget
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IMPACT
Provided psychological and sociological dimension
Categories: MessagingHelped 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
Generated internal excitement for the division’s industry contributions
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IMPACT
Created emotional value in industrial markets
Categories: MessagingClear customer-centric communication and brand architecture designed for global expansion, longevity, and multiple applications
Defined industry presence
Focused audiences
Unified product portfolios while allowing for individuality within existing brand families
Successful product launch, on time, on budget and useful to the sale representatives
Improved internal awareness and understanding of the market based, ingredient brand strategy
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IMPACT
Maximized promotional investments through web-based training
Categories: WebDemonstrated how to leverage the business’s or product’s benefits to generate a strategic theme
Communicated unique messages and themes while complying with the 3M identity system
Guideline clarity helped reduce the cost and time associated with the creative development of promotions
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IMPACT
