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.