Rebranding NCR

By Shea Lord |
April 10th, 2014

Rebranding NCR

By Shea Lord |
April 10th, 2014

Founded in 1884, NCR is one of the oldest companies in America (and the world) still running today. In 1996 the renowned graphic artist Saul Bass designed their famous hand-holding logo, and for 17 years the branding remained stagnant.

REINVENTION

I began my career at NCR when I was 19 as a video production intern, and quickly became the creative services go-to editor, jumping into the role of Multimedia Producer. During my time here, the leadership team’s primary goal was to turn their venerable hardware company into a full-on SaaS provider for the modern digital age of finance. They needed not just a new look to match, but an entire culture shift.

In 2012, CEO Bill Nuti greenlighted a complete brand overhaul. That’s where my team came in.

RESULTS

With the assistance of London-based agency Incredibull, we developed a company promise, and redefined their voice. The website was redesigned to reflect their new mission, and digital assets were created to facilitate brand adoption across all platforms.

NCR was ranked #1 in a poll by attendees at the National Retail Federation Exhibition as a company they would like to do business with, with sales leads increasing by 300% from 2012.Incredibull