Make More Smiles
Colgate – Palmolive
Challenge
A brand not keeping up with a business.Colgate-Palmolive’s legacy is built on care and innovation. For over 200 years, this commitment has shaped everything from pioneering products to global impact. But, the corporate brand identity didn’t reflect the innovative heart of the organization, And, employees, while proud of their contributions to individual brands, lacked a cohesive narrative connecting their efforts directly to the broader corporate mission.
A brand not keeping up with a business.Colgate-Palmolive’s legacy is built on care and innovation. For over 200 years, this commitment has shaped everything from pioneering products to global impact. But, the corporate brand identity didn’t reflect the innovative heart of the organization, And, employees, while proud of their contributions to individual brands, lacked a cohesive narrative connecting their efforts directly to the broader corporate mission.
Solution
Make More Smiles, Together. The solution was simple yet profound: This idea transformed the internal launch into a vibrant, encouraging, and regionally-inclusive experience. To truly foster a sense of shared ownership and pride, the internal launch couldn't just be an unveiling of the new logo; it had to be an engaging, purpose-driven movement uniting everyone around a shared commitment to caring.
Make More Smiles, Together. The solution was simple yet profound: This idea transformed the internal launch into a vibrant, encouraging, and regionally-inclusive experience. To truly foster a sense of shared ownership and pride, the internal launch couldn't just be an unveiling of the new logo; it had to be an engaging, purpose-driven movement uniting everyone around a shared commitment to caring.
Results
“For Colgate-Palmolive People, our purpose to reimagine a healthier future for all is our North Star, and our new logo and tagline is an expression of that commitment” Noel Wallace, chairman, president & CEO
“For Colgate-Palmolive People, our purpose to reimagine a healthier future for all is our North Star, and our new logo and tagline is an expression of that commitment” Noel Wallace, chairman, president & CEO
"Leading companies communicate with clarity, consistency and confidence. Not just in what they say, but in how they show up. We believe this new brand identity works well in digital formats and will become a recognizable symbol of our purpose to Colgate-Palmolive People and other stakeholders we care about” Dana Bolden, Chief Communications Officer
Creative Director. Design Bridge and Partners. Global.
The campaign visual identity system is built from the existing circle elements and were dynamically flexed for the campaign. By combining circles to create new images, the visuals demonstrated collective impact and infused celebratory storytelling into the launch.
Case Film
