How do you...

Create a cohesive brand for the new entity formed by the merger of two multi-billion dollar businesses?

Marry that new identity with the existing brand of the parent corporation?

Develop a rallying cry that pulls every team member on board with renewed excitement?

Differentiate the business from competitors in a crowded marketplace?

Be a leader rather than saying, "We're a leader"?

Be creative rather than saying, "We're creative"?

And make it "all about the customer" with a promise that can be delivered?

It was a tall order, but with the new brand identity for IP Display & Retail Packaging, we built a brand platform that answers every one of these demands.