In B2B, Kimberly-Clark goes to market with a portfolio of branded solutions. I transformed the brand identity into a modular system where regional nuances, product brand elements and segment specifics work together to communicate better.
A strategic decision was made to develop brand identities for all of the product brands in the KCP portfolio but quickly, partners around the world struggled with harmonizing the Scott brand identity, which was primarily blue and round with the Kleenguard brand identity, which was primarily orange and black with hard edges and angular graphics. If we go to market as a collection of brands, how do we visually bring them together in a cohesive way?
I led a small team to evaluate the collateral being created around the world to understand when and where our brands are displayed together. I interviewed sales and marketing partners to understand pain points and non-negotiables. This research informed the system that later became the KCP visual identity. It stripped out the no value-add elements, it minimized stock lifestyle imagery and focused on: “what are we really communicating?”
The overall simplification of the visual identity allowed the product brands, which have more equity world-wide, to stand out and build credibility. It eased regional adoption because more assets could be shared across segment and country communications. Lastly, it’s driven consistency because there is less room for interpretation from partners around the world.
Brand identity commercialization & execution
Deployment
Once the design system was aligned, I organized a curriculum to commercialize it across the organization. From regional category managers to sales professionals, I tailored the message to fit their unique needs and to further ensure the adherence to our brand guidelines.
Governing
I developed PowerPoint to innovation sheet templates to set up teams around the world for quick and easy implementation of the new system. Because resources vary in the regions, I was determined to find the lowest common denominator and design for that.
Campaign
As employers around the world plan for the return to work post COVID-19, KCP geared up to offer a portfolio of consumables to make the transition easier. I led the design implementation of the KCP brand identity across sales enablement tools, educational materials and email revenue marketing.
Sustainability program
The RightCycle program launched as a recycling system for scientific apparel in North America. After ten years, the program expanded to include other regions and products. This shift provided the perfect platform to refresh the look and feel of the program to more closely align with the Kimberly-Clark Professional visual identity.
I evaluated the communication needs and expanded on the KCP brand identity guidelines to more overtly address the specifics of sustainability-focused messaging.
The RightCycle identity has been seamlessly updated in tandem with the KCP brand identity updates. It is a successful subset of the overall brand.