COLGATE WHITENING - Brand Identity

This past year, Colgate underwent a massive branding exercise for its premium whitening equities around the globe, crafting an internal document to exemplify its global vision for expressing the essence of whitening. The document needed to encompass elements such as tone, emotion and visual aesthetics. I took on the verbal portion with a smile. Role: CD, Writer, Strategist // For: Base Beauty | NYC // Type: Brand Guidelines, Personality, Voice, Messaging //