When our client Emerson Electric combined several existing divisions into a new entity they named Emerson Appliance Solutions, we developed a complete corporate identity program, magazine ads, a major trade show exhibit, a website and other materials. The objective was to position the group as a revolutionary new approach to supply chain management in the major appliance industry. An old rusty chain was used to convey the idea of outdated approaches to supply chain management, while the concept of EAS’ "single, powerful link" was symbolized by a single link of new, heavier gauge chain.

We further positioned each of their "market platforms" (Cooking, Dishwasher, Laundry, and Refrigeration) through the use of innovative photos and copy. Because EAS is selling complete system solutions –rather than individual components- we recommended that no products (motors, valves, timers, etc.) be shown in the ads.