Newell Brand Development

Opportunity

After a massive merger that united over 150 consumer goods brands, global conglomerate Newell Brands needed a clear and cohesive brand strategy to unify its diverse portfolio while maintaining each brand’s unique identity.

Approach

We partnered with Newell to develop a comprehensive brand strategy and story, including a corporate identity system, custom icon library, and brand + photography guidelines. These tools established a clear framework for how the parent company and its subsidiary brands should relate, and just as importantly, how they could be unique — ensuring consistency while allowing for individual brand expression.

Result

• Provided clarity and alignment across the global organization through a new brand strategy
• Strengthened the Newell brand presence
• Reinforced their position as a global consumer goods leader