Context: Kimberly-Clark is a global company built on the strength of its many global brands; a global brand story is fundamental to the success of individual brands.However, the regional pressures of individual brands delivering against their unique bottom lines often trump Kimberly-Clark's global ambition of unity and equity, maintained through a global brand story.

As a result, Kimberly-Clark's individual brands are not always consistently activated. Kimberly-Clark tasked VSA with identifying, creating and executing a way to instill seamless activation, both intra- and inter-brand. 

Through the assessment of seven of Kimberly-Clark's biggest global brands (represented by the logos below), VSA developed and implemented a brand identity guidelines framework to serve as the foundation of Kimberly-Clark's global brand story. 

By empowering its brands to deliver consistent, consumer-centered touch points (e.g., on pack/product, in video, in print, in merchandising, through digital communications), encompassed in brand-specific identity guidelines, Kimberly-Clark can work toward a future characterized by global brand equity and seamless experience.

Methods: Brand assets audits, stakeholder interviews, prototyping

Outputs: Brand identity guidelines for Cottonelle, Huggies, Kleenex, Poise, Kotex, Scott and Depend; Kimberly-Clark brand identity guidelines

My Geek Out Strategy Moment: While conducting research, we had one-on-one conversations with Hugh Musick, associate dean of the IIT Institute of Design.