Colgate-Palmolive set a new mission to invite a billion homes to create a healthy and sustainable future and created a new visual identity system to help illustrate this commitment. We were tasked with a discovery project to reimagine how this mission could be experienced on colgatepalmolive.com.
Concept 1
This concept applies a structured, grid-driven layout inspired by brutalist design principles to create a clear, modular content system. Bold color blocks, oversized typography, and distinct content tiles establish a strong visual hierarchy while reflecting Colgate-Palmolive’s brand palette and sustainability messaging. The UI uses rigid alignment and modular cards to create rhythm and consistency across desktop and mobile experiences. Illustrations, photography, and data elements are integrated within the grid to balance expressive brand storytelling with a disciplined, functional interface.
Concept 2
This concept takes a softer, editorial approach to the interface, using layered cards, subtle shadows, and generous spacing to create depth and visual focus. Content modules float over large photography and illustration backdrops, allowing brand storytelling and sustainability messaging to feel more immersive and human. The UI relies on a flexible card system that organizes content into scannable sections while maintaining consistency across breakpoints. Typography, color accents, and illustration styles reinforce the Colgate-Palmolive brand while creating a more modern, approachable digital experience.