Design
how you
shine.

In 2024, BNO partnered with Colgate-Palmolive to translate their Employer Value Proposition into a unified creative platform and visual identity. The client’s goal was to attract the boldest and most brilliant from emerging tech employer brand markets to disrupt any feelings of stagnation in the workforce.

After in-depth interviews, focus groups, and competitor analysis, we found that our best bet would be to lean into the exceptionalism that can be found in C-P employees. We developed the “Design How You Shine” tagline and built a flexible system that centers career growth, global mobility, and the impact employees make every day. The emphasis on shine ties back to the products that Colgate-Palmolive makes — everything from personal care to cleaning — while encouraging current and prospective employees to push themselves and dare to be brilliant.

By developing a sparkle motif that can translate seamlessly from use as an asterisk, allowing the employee to define their definition of “shine” — to being used as a spotlight to pull the individual into the focus of the imagery, we developed an emblem that is both flexible and iconic.

Our work extended across brand guidelines, social media strategy, digital templates, photography direction, and the foundation for a refreshed employer website. The result is a cohesive employer brand designed to attract ambitious talent and celebrate the people who drive Colgate-Palmolive forward.