BRAND GUIDELINES
Guiding the next era of an iconic brand
DESTINATION
Breathe new life into the Cummins brand while continuing its hundred-year-old legacy of tackling the world’s toughest power challenges.
TRAIL
Introduce the rebrand in a book that provides comprehensive guidance on the Cummins brand and its fundamental messaging and visual elements.
MILESTONE
Nearly 100 pages in totality, this brand book was the result of organizing several moving parts to ensure narrative consistency from cover to cover.
WEBSITE COPY | SOCIAL MEDIA
Turning promises into progress
DESTINATION
Find a non-performative way to highlight the good Cummins has done — and continues to do — to better the communities it serves.
TRAIL
Develop a campaign wrapper that embraces the brand ethos of progress over promises with a progress report on the company’s real-world actions.
MILESTONE
For the first time, Cummins could direct customers, investors, policymakers and the press to a hub that celebrates their biggest decarbonization milestones in one place.
NAMING | EMAIL MARKETING
Charting the journey toward a sustainable future
DESTINATION
Name and brand the monthly email newsletter for Accelera, an energy technology brand powered by Cummins.
TRAIL
Draw inspiration from Accelera’s circular theme to create a name that takes on a new meaning in a newsletter context: keeping subscribers in the know. Then pair it with a slogan that packs a punch.
MILESTONE
The Loop newsletter continues to update the world on Accelera’s shift to net zero as it stands by its promise of “All news. Zero emissions.”
