3M
Apparel insulation & chemical solutions
Wherever you are right now, look around. Chances are you’re within arm’s reach of a 3M product. That’s because they make just about everything, including thermal insulation and protective chemicals. Since 2018, I’ve been among the leads in reviving the brands of 3M™ Thinsulate™ Insulation and Scotchgard™ Protector. You’ve likely heard of them. But did you know they’re paving the path for a more sustainable future for apparel? It’s my job to get the word out.
Brand development | Product hierarchy | Brand tone & voice | Sales presentations | Retail collateral | Trade shows | New product introduction
3M Thinsulate Xerogel Insulation launch video
Script writing | Creative direction
3M Thinsulate Xerogel Insulation is infused with xerogel, an ultralight substance that’s nearly 99% air. Xerogel has also been employed as an insulator on board NASA space shuttles; thus, the use of space-based imagery.
3M Thinsulate Xerogel Insulation advertorial
Writing | SME interviews
As part of the launch campaign for 3M Thinsulate Xerogel Insulation, a series of “guest editorial” articles were written for textile-centric trade publications. Here’s one from industry favorite, Sourcing Journal.
Brand development for 3M™ Thinsulate™ Insulation and Scotchgard™ Protector
Hangtags
Writing | Creative direction
3M Thinsulate Insulation isn’t a consumer-facing product, yet it’s still important for consumer who purchase performance apparel from their favorite brands (e.g. The North Face, Patagonia, Marmot) to understand the textile innovation found within their gear. That’s why 3M wanted hangtags that would be stylish and informative when paired with other brands’ hangtags.
3M Thinsulate Insulation and Scotchgard Protector ad campaign
Despite promoting two different products, the ads mirror each other, as both 3M Thinsulate Insulation and Scotchgard Protector are integral “ingredients” for high-performance outdoor activewear.
3M Thinsulate Insulation ad framework proposal
Writing | Creative direction
Before finalizing a look & feel for both insulation and chemical solution ads, I explored a variety of options that would still align with the brands’ new branding.
Bio-Based Insulation video
Script writing | Creative direction
As an innovator in sustainable textiles, 3M developed 3M Thinsulate Bio Insulation. Created with a proprietary bio-based material, the insulation is designed to disintegrate in the ground safely, with the only byproducts being water and carbon dioxide.
3M Thinsulate Xerogel Insulation one-pager
Copywriting | Concept direction
For a quick overview of the xerogel-based insulation, I created this one-sheet overview for the product. It succinctly and comprehensively highlights the core features and benefits of 3M’s latest textile innovation. The astronaut/snowboarder split visual relays the message that xerogel is utilized up there on board space shuttles as well as worn down here to bolster performance in winter sports.