3M - Enterprise
Refreshing a global enterprise brand after 30 years takes a village.
3M
Enterprise brand voice rollout
In 2015, 3M launched its first rebrand in 30 years, across 87 countries and roughly 60,000 products. Embedded with the brand team, I turned the new strategy into messaging divisions could actually use.
- My role
- Copy and content writer (embedded at 3M): brand messaging and content across divisions
- Team
- 3M brand & PR team, division marketing leads, agency partners
- Channels
- Brand messaging · product launches · trade publications · thought leadership · internal comms
Creative Content
3M 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.
Results
The leader in performance and safety, redesigned for a new era.
The rebrand gave a fresh perspective to 3M's work and market identity as the leader in performance and safety. It unified a vast global operation with one voice for science in service of real lives: division by division, product by product.