MESSAGING AND STRATEGY

THE OPPORTUNITY
The 3M Optical Systems division was shifting their audience focus to younger audiences and brand owners. Simultaneously, the corporation was beginning a brand reinvigoration effort. Messaging and a unified identity across five businesses was needed to align strategic objectives.

MY WORK

  • Defined division and business personalities

  • Outlined the logic behind an emotive strategy

  • Developed and wrote messaging matrix with key messages per business area and functional benefit

  • Helped develop and manage visual style creation

  • Managed the creation of graphics for stair rises, hotel key cards, booth graphics, Blue-ray videos, animations, technical illustrations, lanyards, invitations, brochures, white papers, banners, notebooks, tablets, and digital signs

  • Edited white paper copy

  • 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

MY IMPACT

  • Identity, messaging and imagery that helped make 3M relevant to younger audiences while reflecting 3M's strategic benefits

  • Inspired client's customers - including Samsung - 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

  • Provided consistent creative execution

  • Streamlined internal creative processes

  • Increased trade booth and conference room traffic significantly over previous years

  • Created a consistent, compelling and dominant presence at a critical trade 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 conference materials in five and a half weeks, hitting key show deadlines

  • Nominated by the Society for Information Display for "Best in Show"

3M OSD Msg 2.png
3M OSD Msg.png
Previous

Integrating Acquisitions
Next

Corporate Rebrand