Customer1 – Branding & Visual Identity System

The Coca-Cola Company offers powerful tools to help frontline selling Partners connect with customers, build relationships, and boost revenue. But while these tools were individually impressive, they were all over the place, with businesses having to log in to multiple systems to check inventory, track orders, access support, or download marketing materials.

Customer1 (C1) was formed to bring Coca-Cola’s unique capabilities together under one roof. A single platform provides a holistic solution covering every step of the selling process, from snagging new customers to keeping the old ones happy and spending. Say goodbye to disjointed support systems and hello to a unified, seamless, and supercharged selling experience!

Project Goals - Visually integrate all C1 tools into a cohesive and recognizable ‘family’ of workstreams - branded as a ‘family’ of capabilities, recognizable as one or separate work streams with equal significance. Previous attempts at collaborative branding efforts across the workstreams had failed due to inconsistencies in style and implementation. For consistency, provide Associates with a Customer1 Visual Identity System (VIS) from the beginning of its launch. Coupled with collateral and giveaways to create brand excitement.

My Role – As the primary Designer for C1, I collaborated closely with Team Leads, Project Managers, and Developers across multiple workstreams to understand their objectives and aspirations for C1. Working with the Creative Director, we developed a strategy to align multiple teams under a unified brand and vision.

I was responsible for creating all graphics and visuals for C1, including the primary logo lockup, the individual workstream icons, and the Visual Identity System (VIS). Guidelines for ensuring consistent branding across various design scenarios (such as standing banners, presentations, t-shirts, stickers, and more). In addition to my branding work, I led a UI audit across all workstreams and made recommendations for further brand consistency.

Results – The introduction of this VIS was well-received and widely adopted by Associates in various workstreams. The VIS, accessible C1 design templates, and brand goodies contributed to C1 teams working together and taking collective ownership as one. As a result of this alignment, Partners’ perception of The Coca-Cola Company shifted from being just a transactional supplier to a high-value strategic business partner.