Our Future Starts Here
The brand rejuvenation of a technology giant.
Tau Beta Pi: The oldest national engineering honor society in the USA.
Full Story | Overview
Micron is one of the world's largest chip manufacturers, and yet, when compared to other tech giants, their brand was significantly undervalued.
We were tasked with bringing that value into sharp relief.
Microchips ultimately re-shaped the future, but, the semiconductor industry's public image hasn't evolved since the 1960's.
After attending a week long series of corporate marketing briefings at Micron's HQ in Boise, Idaho, we discovered the company's brand character had become lost amidst years of boring ingredient ads.
Instead of trying to address every brand metric at once, we focused on one of the CEO's key strategic imperatives: tackling the critical shortage of talent in the semiconductor supply chain. By simplifying the problem, we were able to get very specific about the attributes we wanted to shift:
"Amongst a new generation of brand savvy STEM students, the semiconductor industry is perceived as being a stale and soulless manufacturer of a commodity."
Deloitte Global Semiconductor Outlook
Micron's Gurtej Singh Sandhu has racked up more US patents than Thomas Edison.
Our partners at Micron's in-house Studio were intrigued, and they invited us to take a factory tour in Boise. During our visit we were shown a visually stunning wall listing thousands of patents. On close inspection, one engineers name popped-up again and again. Gurtej Sandhu had earned more US patents than Thomas Edison, and we learnt that he has three things in common with the idealistic young students we were hoping to engage. His curiosity, ambition and tenacity are off the charts.
Duly inspired, we persuaded celebrated astrophysicist and science communicator Dr. Neil deGrasse Tyson to record a series of short films, and he kicked-off our campaign with an inspirational rallying cry to Micron's 45,000 employees.
As a result of celebrating the creativity and unstoppable determination of its employees, we reconnected Micron to its soul, and moved the brand from being seen as an engine of consumption to a catalyst of possibility.
Our Exploration & Discovery campaign theme led to the development of Micron Insight, the company’s first annual corporate event aimed at uniting the entire semiconductor eco-system around collaborative R&D.
Staff morale was boosted during the COVID-19 pandemic.
To-date, Micron has been placed on the Best Workplaces list in the USA, Germany, Italy, Japan, Singapore and Taiwan.
Source: Interbrand and Great Place to Work®
"Whitty is a seeker of the fundamental truth. He absorbs huge amounts of complex information and reduces it into something simple, meaningful and motivating"
Sanjay Mehrotra, CEO
Digital, Print, Outdoor
Content & Social
Design, Video, Events
Sanjay Mehrotra, CEO
Delphine Lemaitre, Marketing
Linda Halverson, Micron Studio
Eric Barth, Micron Studio
Alfred de Varona, Micron Studio
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