After Cummins created its “For a World that’s Always On” branding, it was up to us to apply the brand guidelines to collateral for business divisions such as On Highway, Power Gen and Military. We soon discovered there were many design considerations that were not addressed in the guidelines. So, my team and I took the initiative to fill in the holes and create a unified look (using the guidelines as a starting point, of course). In addition to helping to address the design issues, I wrote all the copy.
