Colgate is one of the biggest brands on earth. But their marketing had become inconsistent and muddled. I helped them get back on track with a new global verbal identity, as part of a major brand refresh by Design Bridge NYC.
Colgate's mission is to be a champion for optimism. Their world of bright smiles stands apart from other oral health brands who take a more serious, clinical approach in their marketing. 
My job was to translate this attitude into practical tone of voice guidelines, full of tips and before and after examples bringing the 'champion of optimism' personality to life.

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