Messaging Guidance

Campaign Tagline

The official campaign tagline is We do things that matter.®
The tagline should appear on all deliverables.
The tagline should appear in sentence case, with final punctuation, with the registered trademark symbol "®" included after the period.
If using the tagline in body copy (i.e., in a written paragraph), the ® only needs to appear on first mention. However, it is recommended that the tagline be bolded to make it stand out in body copy.

THINK KBR.

“THINK KBR” can be used as a payoff line in written copy but should not be used as a standalone tagline.
It is not mandatory to use the “THINK KBR” line.
The line should always include full-stop final punctuation.
The line invites people to “THINK KBR” when they think about solutions to the world’s biggest challenges and should be used in conjunction (usually following) a KBR solution or capability.

Examples:

When missions can’t fail, THINK KBR.

Thinking space superiority? THINK KBR.

For mission solutions at scale, anytime, anywhere — THINK KBR.

In written body copy (i.e., in a paragraph), general punctuation rules should be observed. However, in headline form on an ad, backwall, poster or other deliverable, if the line “THINK KBR” occurs on a separate line of copy (i.e., is stacked beneath the first clause), you may omit commas or dashes.

Examples:

When missions can’t fail THINK KBR.

For mission solutions at scale, anytime, anywhere THINK KBR.

Decarbonizing the aviation industry THINK KBR.

Campaign URLs

& Hashtags

Two URLs have been created for the campaign:

think.kbr.com

think.kbr.com/careers.

The first is a general campaign information page. The second has been designed for recruitment purposes. When using one of these URLs, the kbr.com URL may not be included as well. These URLs should be used only in conjunction with deliverables designed for specific campaign activations. In many cases, kbr.com should be used instead. As such, guidance on use or placement of either campaign-specific URL should be approved by KBR Global Marketing.