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