THE OPPORTUNITY
The 3M Building and Commercial Services division was moving from a siloed selling strategy for nine unrelated businesses to a system sell approach. They needed an identity that allowed for product segment individuality while leveraging the overarching 3M brand. They also needed a more cost effective and consistent way for their international subsidiaries to create marketing materials.

MY WORK

• Wrote clear, consistent guidelines

• Helped determine individualized color palettes that reflected that brand promise while differentiating within the market

• Helped identify a common, unifying brand element across all business segments

• Managed the production of tools and templates

• Provided consultative guidance to international subsidiaries on how to use the tools and leverage the identity

• Helped create a new process for managing stock photography globally

MY IMPACT

• 35% cost reduction in annual creative production costs

• Brochure 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