Modernizing the brand of a 130-year-old industrial leader

Lincoln Electric

Impact

Unified corporate and employer brand platform
Modernized the company’s story for next-generation talent
Strengthened internal alignment and pride

Role: Led brand research, positioning and messaging development; guided creative development.

Lincoln Electric, a global leader in fabrication technology, needed a clearer corporate narrative and employer brand as the company evolved for the future.

Portfolio includes engagements completed during Jill Stephens’ tenure at Baker Brand Communications.