MESSAGING STRATEGY & BRAND TOOLS
BEAUTY AND WELLNESS
Colgate Optic White
With a wide range of product lines under the Colgate umbrella, Colgate Optic White wanted to create their own more affluent and adult-focused brand guidelines that felt clearly connected to the overall brand guidelines. My approach for this project was to get into the headspace of the social media-focused, outgoing personas of the target customer and ensure all the tips and messaging strategies connected to Colgate as a whole.
Client: Colgate Optic White
Creative Director: Jason Tyler
ACD: Jessica Tobin
Copywriter: Amanda Moss-Morin
Graphic Designer: Various
Agency: Marks/SGS
For this project, the design work was complete before I joined as the copywriter. The overall deck was missing storytelling and flow to get creatives and other in-house team members excited about having specific brand guidelines just for Colgate Optic White. I wanted this page to tease key messages from the product line and connect back to the hero language in the overall brand guidelines.
The tagline for this product line was “live life to the brightest,” and we wanted to really unpack what that means in the early setup pages of the guidelines.
In my career, I’ve become known for connecting the dots for internal and contract teams. I love taking big overall brand statements and making them feel more tangible for teams that specialize in one area of the business, whether that’s internal- or external-facing.