Case study · 03
Cummins Power Onward
For more than a century, Cummins has powered the world’s most essential industries.
Group Creative Director
Media.Monks
Brand platform · Media.Monks · Group Creative Director
A new identity for a new era of power
For more than a century, Cummins has powered the world’s most essential industries. As the brand looked toward its future, the identity needed to signal evolution, not reinvention. Its reputation for dependability, strength, intelligence, and efficiency hadn’t changed — the brand simply needed to look and sound the way its products perform.
Our team delivered strategic and creative leadership across the full brand ecosystem — redefining the visual identity, introducing the Power Onward™ tagline, creating a custom font family (Cummins Innova), producing a global brand film, and developing more than 40 adaptable templates. This transformation positions Cummins for the next era of smarter, cleaner, and more sustainable power.
