USG, IT'S YOUR WORLD. BUILD IT.
USG saw an opportunity to unify its brand after the 2008 recession. The result? “It’s Your World. Build It”, a complete global rebranding that’s empowering, emotional and proved to be unbelievably effective.
This rebranding campaign was first introduced internally to build support inside the company. That support was then used as a foundation for an external launch.
ROLE: Writer of the “It’s Your World. Build It” tagline, as well as many other pieces in the rebranding. From print, banners, emails, various internal messaging to the entire USG Brand Guidelines.
NEW LOGO AND TAGLINE
INTERNAL MESSAGING FOR USG EMPLOYEES
Emails, brand booklets, signage and team-building collateral was created to educate USG employees on the new brand position before the public announcement.
HERO MESSAGING — PRINT
A split screen layout and a two-sentence headline was used in order to bring to life the essence of the tagline. This hero messaging was used in print, tradeshows, OOH, and internal communications.
HERO MESSAGING — OUT OF HOME
BRAND VIDEO: “WE BUILD”
A cornerstone of this rebranding campaign was a four-year partnership with the U.S. Olympic and Paralympic teams, as well as the Canadian Olympic team.
OLYMPIC-FOCUSED MESSAGING ON USG WEBSITE
OLYMPIC-FOCUSED MESSAGING ON CGC WEBSITE
CGC is the Canadian division of USG.
STATIC BANNERS ON L&W SUPPLY WEBSITE
L&W Supply is owned by USG and is also their distributor.