The Need

Cummins—a global, Fortune 500 company—is making a difference in the way the world’s power and transportation technologies run. On the consumer side, the brand is primarily known for its work with diesel engines, but has made additional strides in alternative fuels and technologies. With these new technologies, the company was in need of a visual communication refresh, to reimagine how the brand is perceived by its 58,000+ internal employees as well as its external audiences. With a fresh visual language for branded visual communications, Cummins aimed to develop collateral that more accurately captured their fresh vision of a future powered by alternative fuels and technologies.

The Solution

We developed a visual language specifically for internal education materials among Cummins employees, particularly within the accounts and marketing teams. Subsequent collateral was developed to help teams improve sales pitches. Following this, additional visual languages were developed for multiple product groups, to allow for differentiation within these diverse diverse areas of focus in external communications. Every deliverable we produced was targeted toward projecting Cummins as an industry leader with a clear vision for a sustainable, technologically savvy future. Cummins’ employees now better understand the direction their company is heading in, and the brand’s external audiences have a fresh understanding of what Cummins stands for.

Services Included

  • Visual language & workbench: Full brand
  • Visual language & workbench: Campaign-specific
  • Infographics
  • Mini infographics
  • Motion graphics
  • Static and animated social assets
  • PowerPoint decks
  • Website hero images

“We really appreciated your team’s flexibility and willingness to talk through any changes we needed throughout the process – we can’t say that’s the same for every external vendor we’ve worked with. Your team made the design process quite seamless, which was extremely helpful given the tight turnaround.”