Colgate-Palmolive
Reimagining a purpose-led identity for a 200 year-old brand.
Client
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Colgate
type
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Brand Identity
location
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New York
Colgate-Palmolive came to us with a big ask: take a 200-year-old company with some of the most trusted brands in the world, and give their purpose new life.
Together, we created Make More Smiles—a unifying global brand platform that puts the smile at the center of everything they do, as a universal symbol of health, belonging, and progress.
We built the tools to make it real everywhere: a fresh brand identity, messaging framework, a hero film, and a global toolkit for teams to tell the story, from recruiting events to retail boardrooms.
The result: a pivotal shift in how Colgate-Palmolive shows up in the world—rooted in optimism, care, and the ambition to create a healthier future for all people, their pets, and our planet.
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