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
A new brand strategy, 87 countries, and roughly 60,000 products.
The strategy was set at the top. The hard part was making it usable: turning big brand ideas into language that division marketers, product teams, and PR could pick up and apply to their own work, without losing the thread that tied it all together.
Science. Applied to Life.
The new platform put people at the center of the science. My job was to carry that idea into every division's language: grounding complex innovation in real outcomes, and celebrating the work employees bring into the world.
Brand messaging
Language that reframed 3M's mission around bettering people's lives.
Employee stories
Pieces that honored employee contributions and rallied them to a new mission.
Product brochures
Launch materials that made complex innovation easier to understand.
Thought leadership
Content that made 3M's expertise easier to share, internally and externally.
3M reframed its mission around bettering people’s lives.
It took a macro view of the micro components behind everyday technology.
It rooted unseen innovation in daily outcomes.
It made thought leadership accessible and engaging.
And it brought the value of the small, often invisible components that power modern life into clearer view.
The leader in performance and safety, redesigned for a new era.
The rebrand gave a fresh perspective to 3M's work and legacy market identity. It unified a vast global operation with one voice for science in service of real lives: division by division, product by product.