Project type: Art direction; email marketing design
Agency: Blue State
With Colgate continuing to evolve its brand identity and offerings within a highly competitive self-care industry landscape, I’ve enhanced the designs of Colgate emails to better position their products as lifestyle choices consumers can confidently make in their health and beauty regimens.
Colgate’s primary brand color, red, is unique among oral care brands, so you might think instinctively that you should use it everywhere since it sets you apart. As I’ve gotten to know them better, I started playing around visually with the brand elements Colgate has and filled out the rest of the visual system in their emails to better represent their brand personality: friendly, knowledgeable, and caring. By introducing animation, illustration styles, making more use of their secondary and tertiary color palette, photography, etc., I began to breathe more human life into the brand and make sure that whoever opens these emails, sees something friendly, knowledgeable, and caring.
