Brand Development
Here are a few brands I developed, some entirely net new and some expansions of existing brands working with Cummins.
Throughout our two and half year engagement,I lead the team across four different business units within MassMutual; Strategic Distributors, Worksite, Financial Advisors, & Ascend.
Brand Development 2022
Creative Director
Brand Development 2022
Creative Director
Brand Development 2022
Creative Director
The Ask - Cummins developed new portfolio of zero-emissions solutions. These technologies did not fit within the current Cummins products. And with these new technologies it was clear a new brand identity was needed.
The Result - Extensive market research and strategy presented before landing on the name followed by manifesto and messaging. We then created the brand, logos, fonts and wordmark. Click here to view Brand Book
The Ask - Cummins developed new portfolio of zero-emissions solutions. These technologies did not fit within the current Cummins products. And with these new technologies it was clear a new brand identity was needed.
The Result - Extensive market research and strategy presented before landing on the name followed by manifesto and messaging. We then created the brand, logos, fonts and wordmark. View Brand Book View Brand Book
The Ask - Cummins developed new portfolio of zero-emissions solutions. These technologies did not fit within the current Cummins products. And with these new technologies it was clear a new brand identity was needed.
The Result - Extensive market research and strategy presented before landing on the name followed by manifesto and messaging. We then created the brand, logos, fonts and wordmark. Click here to view Brand Book
The Ask - Up-level current media plan with our new messaging framework and that was delivered late last year. We were also asked to support their yearly internal sales conference the same year.
The Result - We up sold a live 30 second video shot in LA practically with selected cast and a functioning elevator. The sales conference was also very well received, we delivered a hype animation video and swag.
Ascend 2022
Creative Director
Strategic Distributors 2023
Creative Director
The Ask - Worksite was the first engagement with Mass Mutual, the most ongoing stream of work. We created strategy decks, brand awareness assets including videos, pdfs, and social and also a quarterly campaign, show below are some highlights. The quarterly campaign
included a scripted webinars, recordings, email and social to promote the online event as well.
The Result - With each campaign we increased the amount of attendees as well as followers to the actual Mass Mutual Worksite website and their respective social platforms.
Brand Development 2022
Creative Director
Brand Development 2022
Creative Director
Brand Development 2022
Creative Director
The Ask - Cummins had new power in development and needed to transition the company to "green" without causing whiplash to their current customers and employees. The plan was to set up an extension of their current brand to help breach the gap between the vastly different technologies.
The Result - We explored many directions visually to expand the wordmark but landed on something simple and not too far from the parent brand. The selection of imagery and color as well as messaging is what gave this brand extension its identity. Click here to view full Brand Book.