3M - Enterprise
3M
Enterprise brand voice rollout
Refreshing a global enterprise brand after 30 years takes a village.
In 2015, 3M launched its first rebrand in 30 years. With operations in 87 countries, 93,000 employees, and roughly 60,000 products, the rollout was massive. I worked to translate the new brand strategy into usable messaging, keeping the story anchored to 3M's evolved vision: science in service of real lives.
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 easier to understand by grounding it in real 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.
3M's narrative is change anchored in shared purpose. It was about digging in and finding the unifying quality that made 3M products distinctly 3M. But it wasn't simply about rigor and excellence in engineering and manufacturing anymore. The brand emerged with meaning that was already there but newly, succinctly, and powerfully articulated—with the power to bring its vast global operation together in service of bettering human lives, division by division, product by product, employee by employee.
