Brunswick Rings It In

MARKETING CAMPAIGNS PITCH TURNED TO REBRAND

BRAND IDENTITY

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Project Background:

Brunswick wanted to build momentum for the 2020 corporate vision while fostering a unified culture across its business divisions. Strategy leads approached each of the organization’s creative and marketing teams to conceptualize internal corporate marketing campaigns to support the vision. What the project actually led to was unchosen concepts, a need for communications frameworks and investment in culture with a brand refresh to support it, igniting the future that is now Brunswick.

 
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Results:

While the creative director and myself took the traditional creative brainstorming approach to build multiple concept pitches, what I constantly wrestled with was the bigger message and opportunity. With a change in outlook and a desire to energize the entrepreneurial spirit across our organizations, it seemed like a prime opportunity to suggest a change management communications plan and even greater opportunity to refresh the identity of Brunswick.

The concepts presentation ended in a classic Christina, “What if we…” to pitch a rebranding concept and reposition Brunswick with leadership, partnership and a reinvigorated culture.

As we departed we were proud of the concepts and the extra initiative taken.

To our surprise and first discovered on the New York Stock Exchange, Brunswick embraced the opportunity to be more approachable, open and progressive as seen in the refreshed wordmark. The efforts extended beyond the identity update to focus on the new employment brand aiming to retain, engage and attract top talent around the globe.

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Deliverables:

  • Marketing campaigns and creative concepts for 2020 vision strategy

  • Communication frameworks

  • Brand opportunity

  • Unexpected new logo/identity