Colgate-Palmolive Brand Refresh
BRAND IDENTITY OVERVIEW
The Brief
Activate the refreshed brand and tagline (#MakeMoreSmiles)
across 34,000+ employees and global touchpoints.
The Challenge
From a Logo to a Living System
01 Translate legacy into a modern identity rooted in their purpose, values and…
02 Build a system that delivers Clarity, Consistency and Confidence globally.
Their foundation is their purpose. As a caring, innovative growth company, Colgate-Palmolive is focused on reimagining a healthier future for all—people, their pets, and our planet. This powerful statement is the North Star that guided every single design decision we made.
A 219-year-old company, always evolving while staying true to who they are. And now in 2025, we can see their legacy getting to meet a smile — not a break from tradition, but modernizing the identity.
Bridging legacy
and future
Applications
Superside Team: Carol Peixoto, Stephanie Feder, Kae Neskovic, Natasha Prinsloo, Killian Cooper, João Martins, Bernardo Abreu, Isabela Leitão, Patricia Palma, Amanda Raath, Facundo Alzarria, Esteban Guillen, Jiline Baniqued, Najmi Lenggana, Adriana Amaya, Gabbi Moran, Matic Grgic, Gabriel Abdala, David Milson, Carla Bekker, Grace Cooper, Batia Efrat, Marta Gutierrez, Isadriana Zelaya
My Role:
Creative Lead
| Project done for Superside
September 2024-August 2025 |