A global rebrand that puts responsibility and purpose at its heart.
Strategic positioning, branding, art direction, motion design, visual identity, advertising, interior graphics, internal comms, digital design, brand guidelines.
The detached, ‘greenwashed’ world of corporate sustainability initiatives has become so ubiquitous that people are tuning out. In 2019, Unilever decided that their brand identity no longer represented their bold and positive ambition to put purpose and giving back at the heart of everything they do—every brand, every product, every market, every team. The new direction moves it from a functional but corporate brand, to a vibrant and positive consumer-facing one. We were tasked with refreshing Unilever’s global brand identity to represent their purpose-driven vision and inject a sense of company pride through a globally flexible design system. An unmissable declaration of intent that could inspire and energise consumers, employees, partners and investors alike. The new identity shifts the brand from a ‘brand above’ to a ‘brand amongst’, transforming into one that the next generation of consumers actively choose to buy, versus passively consume.