I had the privilege of leading a dynamic in-house creative agency at Pratt Miller, responsible for all creative and brand management efforts. It was a time of exponential growth. I spearheaded a historic rebranding initiative—the first in the company’s 30-year history.

The Process:

My team thrived on collaboration. We engaged stakeholders and the executive team in branding exercises using the character archetype method. Together, we navigated and refined the company’s vision, each expert as passionate for the brand as the next. We introduced new brand elements and guidelines, creating an identity that truly captured the essence of Pratt Miller.

Results:

The revitalized brand identity was instrumental in securing Pratt Miller’s acquisition by The Oshkosh Corporation. Clients praised the new branding for its modern and refreshed aesthetic. The new brand voice resonated perfectly with the industry's dynamic landscape. The impact was felt company-wide, boosting morale and fostering unity and purpose among the team.