Philips! Like the people that make the TVs? Or lightbulbs? The Sonicare toothbrushes?
When I was brought into Philips, we immediately began rebranding a company named Volcano Corporation, an image-guided therapy company that was acquired by Philips in 2014.
This was an especially challenging task, as Philips has a wide variety of style guides, including separate guidelines for each of advertising, events, videos, publications, and apps. Through all those assets, I mapped out ways that Volcano's collateral could fit in.
Philips photography is very people-focused, which is the opposite of Volcano's approach. Rebranding the artwork involved stripping past projects to their bare bones and rebuilding from there.
After outlining long term tasks for every member of my team (while still hitting all regular deadlines), Volcano is now seamlessly incorporated into the Philips brand guidelines. Hurray!
Here are some of my video ads showing in Las Vegas at the VIVA 2017 Show: