Defining the new leader of industrial coating

During my fellowship at Interbrand, my team designed a new brand architecture system, narrative, and visual assets for two leading companies in the coating industry pursuing a merger of equals to become a global leader. We competed against 3 other agencies and won the pitch.

I helped analyze the two companies' market moves, products, client base, and potential opportunity space. I contributed our final strategy by identifying one specific cultural partnership by one of the merging companies, and translating it into an anchoring strategic principle.

Interbrand has signed NDA and MSA with the clients. If you wish to learn more about the project, process, or my specific contribution, feel free to get in touch.