Meritor Blue Horizon
Meritor has more than a 100-year history building commercial vehicle products, but when it entered the electric powertrain market, it was a newcomer. Rather than focus on just their past, they wanted to go big with an entirely new global division focused on the future of transportation, and build their reputation as a leader in innovation and technology. I worked on strategy, naming and manifesto, and was lead the creative team in the development of other materials. Of course, logo exploration was first. Along with brand guidelines and merchandise once the final mark was chosen.
We wanted to reinforce the connection between this new division and the established company, so we created logo Meritor/Blue Horizon lockups to be used on materials, and highlighted the Meritor Bull in the photography of these new products when possible.
The work caught attention and elevated Meritor’s reputation in the electrification and technology space. Blue Horizon quickly grew to encompass 24 advanced technology programs globally and in the words of Meritor’s CMO, “Blue Horizon was a game changer in how customers perceived the company.”