3M - Enterprise Brand Voice Rollout

 In 2015, 3M launched its first rebrand in 30 years. With operations in 87 countries, 93,000 employees, and 60,000 SKUs, shifting the organization’s voice and story was a massive coordination effort. I joined the Austin, TX campus team to help roll out the new brand voice and articulate the enterprise narrative behind 3M’s updated vision.

3M’s new brand reframed its mission around bettering people’s lives.

It celebrated the work employees bring into the world—seen and unseen.

It made complex innovation more accessible by grounding it in relatable outcomes.

It made 3M’s thought leadership easier to share, internally and externally.

And it brought the value of the small, often invisible components that power modern life into clearer view.

Summary + Story System

My work focused on translating the new brand’s tone, themes, and message hierarchy into communication people could actually use. I began with the enterprise story brochure designed for both internal and external audiences, then extended the framework into marketing, PR, advertising, and employee communications across multiple divisions. The result was a repeatable narrative foundation—consistent language, proof points, and voice guidance—that helped teams communicate the rebrand with clarity and cohesion.

Read the collateral: Factory Brochure, Whitepaper, Ghostwriting