Internal Brand Communications:
Continental Tire North America
The Continental Tire Corporation wanted to introduce “Responsiveness” as a new key position for the company. In order to ultimately get the "Responsiveness" message to resonate with consumers, Continental first had to impart this message to their internal sales and marketing personnel.
Concentric was charged with visually and verbally communicating the “Responsiveness” message via a series of 18 x 9 foot wall murals that were to hang inside the Continental corporate offices.
Identity walls were placed within the Continental marketing department where they helped to reposition the brand internally, and served as the launching point for a broader consumer and trade campaign.
