Cummins vs. Climate Change
In the face of climate change, how does a legacy diesel engine company like Cummins establish credibility and succeed in the clean energy technology space? Introducing Accelera by Cummins. We played a key role in naming and shaping Accelera with the mission to accelerate the shift to net zero by pursuing the most promising paths forward. Built by purpose-driven teams of engineers, scientists, strategists, and manufacturers, this brand identity was created to lay the foundation for a new green energy economy that secures a sustainable future today.
A Name That Says It All
Over 111 days, we narrowed a list of 275 names down to just one. Each option had appealing attributes, but only one encapsulated everything we needed. Over four months, five rounds, and four presentations, our initial pool of 500 potential names was whittled down to this singular choice.
A Visual Identity Engineered for Acceleration
We then built the brand identity inspired by reflections in the natural world—the very essence of why Accelera exists. The color palette and kinetic, technical aesthetic are drawn from the cutting-edge technology and products that the brand represents.
Cummins’ Launch of AccelerA
Accelerating the Path to Zero Emissions
Cummins took a bold step towards a carbon-neutral future with the launch of Accelera, its new zero-emission brand. Leading up to the unveiling, Cummins teased the world with exclusive previews, industry events, and behind-the-scenes tours of Accelera’s cutting-edge facilities. High-profile guests witnessed firsthand the innovative technologies that define Accelera’s mission to transform energy solutions and dramatically reduce carbon emissions. With this launch, Cummins solidified its leadership in the global push for sustainability.
BUILDING A BranD
From Name to Market
Building a brand is a complex, non-linear journey that requires a dynamic approach. It starts with deep discovery—research, stakeholder input, and market analysis—to establish the brand's foundation. From there, naming, positioning, and design take shape through strategic ideation.
The process is collaborative and iterative, anticipating future decisions and refining along the way. Launching the brand is just the beginning. True success lies in continuous nurturing, adapting to market shifts and feedback to ensure long-term alignment with goals and customer perception.