Branding: Pitney Bowes

Pitney Bowes is a 100-year old brand that is committed to removing complexity from commerce. They’re integral to the buying and selling of goods and services in a borderless and hyper-connected world. They enable billions of transactions globally for millions of clients, from the Fortune 100 to solopreneurs.

Establishing the Brand + Guidelines

As part of the core branding team, I helped lead global integration of the new brand for this 100-year old technology company.

• Took agency interpretation and made it practical for internal and external needs for integrated marketing efforts

  (digital + physical)

• Created, established and administered brand guidelines, available in an invite-only website

• Led creative strategy (see Creative Expressions)

• Worked with both design and copy to create consistent interpretations and to establish best practices

• Ensured brand consistency across all business units around the world

• Co-created the Language Library, which is a repository of preferred terms and language to be used when talking about/on behalf of Pitney Bowes.

Creative direction + copywriting

Working in tandem with a small, determined team, we strived to have every piece look, feel and sound like the Pitney Bowes brand. With a project load of 1,500+ pieces per year, this was a large task. My team was able to handle it and even evolve the brand organically..

Tone of voice: Oversight + creation

When it comes to content and marketing, deviating from the intended interpretation of the brand can be devastating. A large part of my brand role at Pitney Bowes was to ensure consistent interpretation of not only what was said but how it was said.

• Oversaw marketing vehicles across all business units from a Tone of Voice perspective

• This ensured that from web to video, from cut sheet to brochure, from event to sales pitch, the company was speaking in one voice

• That one voice, when established, let the content shine through vs. having the target interpret the brand or its intent.

Branding: cigna

Cigna Corporation is a global health service company dedicated to improving the health, well-being, and peace of mind of those we serve. With more than 170 million customer and patient relationships in more than 30 countries and jurisdictions, they harness actionable insights that drive better health care results.

Establishing the Brand + Guidelines

I worked closely with the CMO as well as their branding agency (Hill Holiday) to create a brand positioning that was focused on the well being of the individual. We created a positioning ‘Go you’ that was, at the time, a breakout for the healthcare industry .

• Created and established the rebrand

• Oversaw creative executions, both internally and externally

• Created national radio campaign. Listen here for an example.

• Co-created Words We Use, a repository of consumer-friendly terms that Cigna employees are to use. This work helped eliminate confusion with proprietary healthcare vernacular.

Creative Direction

As this was not only a rebrand but a global campaign, I led a team focused on properly executing the new brand. Of note: Marketing leadership was extremely smart on the rollout. Together, we made sure that every aspect of the brand, how it was expressed and all of the elements of the campaign were fully baked before they saw the light of day.

Branding: Energyaxis by Elster (Honeywell)

Elster (now Honeywell) is a world leader in Smart Grid and Energy solutions. In fact, they invented many of the essential components of the Smart Grid, including the Smart Meter. Working with their team, we created a new offering: EnergyAxis | Full AMI and Smart Grid solutions that help maximize the output of your utility.

Establishing the Brand

While serving as the VP of Creative for the Agency On Record, we worked with Elster on launching the EnergyAxis product. While Elster was a true innovator in the Energy industry, they had very little recognition. The launch of EnergyAxis helped them:

• Establish their brand from an overall recognition perspective in key US/Canadian markets

• Establish a foothold in the growing Smart Grid industry

• Deepen the relationships they already enjoy with an innovative, critical Smart Grid solution.

Creative direction: Selected

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BRANDING: channel Signal

As the only independent aggregator of online product reviews, Channel Signal collects, cleans, and validates millions of reviews from major eCommerce sites to create the exclusive Consumer2Consumer (C2C) score, the industry’s most comprehensive and accurate product review metric.

Branding: GDI ADHESIVES

GDI Adhesives is a global adhesive technology company. Their products, innovations and solutions are used in a wide-range of industries from automotive to pharmaceutical to mobile technology and so much more. With unique custom formulation capabilities, GDI Adhesives is able to create the exact adhesive for the need of the project.

Channel Signal: Creative Direction

Creative Direction | Cigna

Branding: Creative expressions

A creative expression is the bridge between strategy and concept. It serves as the foundation for all messaging associated with a specific brand, product, service or event. It is intended to guide all stakeholders (both internal and external) towards a single, approved ‘one voice’ that they can amplify with their efforts. Below are some selected efforts done on behalf of Pitney Bowes.

Wheeler financial

For the launch of a new financial lending service from Pitney Bowes

Retail (R)evolution

Created for the largest event Pitney Bowes ever hosted. It was focused on Global Ecommerce and Software. I created the strategy as well as the creative expression.

SendPro Tablet

For the launch of a new innovation designed to help shippers send with ease.

Pitney Bowes Human Resources

I’ve done a lot of work for PB HR. From reengineering their talent portal to creating recruitment videos to applying the Pitney Bowes brand to new acquisitions (i.e. Newgistics), we’ve accomplished much together. This example is a creative expression for Client Experience Week, a global initiative designed to help PB employees get on the same page on how and why client experience is critical to the company’s success.

Branding: wheeler Financial from Pitney Bowes

I was part of the core team that launched the Financial Services arm for Pitney Bowes including the introduction of Wheeler Financial. It’s a FDIC-insured lending partner focused on providing funds needed for critical equipment transactions.

Creative expression

The Creative Expression serves as the foundational messaging for every effort associated with Wheeler Financial. It is designed to communicate core messaging as well as achieve consistency from piece to piece.

Creative Direction: Examples

From the Creative Expression to the execution, the overall message connoting a viable lending option for equipment financing —a sector that sorely needs this type of commitment — came through well.

Creative Direction: Wheeler Financial from Pitney Bowes

Creative Direction | Elster energyaxis

Creative Direction | Pitney Bowes