Tasks:
Art Direction
Campaign Developmet
Visual Design
About:
Cummins is a global leader in engines and generators with over 100 years of experience. The brand has a rich history, the original logo was designed by Paul Rand. I worked to develop a new campaign for the brand.
The ‘O’ graphic acts as a visual interpretation of the Always On brand platform.
The treatment of the lines is based on the Cummins logo and evokes a constant rotation and movement. It’s designed to add a dynamic sense of movement in static and kinetic applications.
