3M - Enterprise
3M
Enterprise brand voice rollout
How do you give a global giant one voice—without flattening the humanity inside the work?
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 wasn’t just creative—it was coordination. I worked with teams to translate the new brand strategy into usable messaging and modular assets that could hold together internally and externally, while keeping the story anchored to what matters most: science in service of real lives.
The collateral below shows how the narrative was made repeatable—mission clarity, human outcomes, and shareable proof across formats.
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.
The rebrand needed more than a headline—it needed a repeatable narrative system. We built a message hierarchy and voice guidance that could travel across internal and external communications, then translated it into modular content teams could reuse: clear themes, proof points, and a consistent tone that made technical work feel human without losing accuracy. The result was a scalable framework that kept the brand coherent across divisions while making it easier for marketing, PR, advertising, and employee communications to tell the same story with clarity.
