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.
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.
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..