Coca-Cola zero-calorie products are marketed under different names and brand imagery throughout the world. In order to create a more unified brand message, Coca-Cola hired Sandstrom Partners to develop a consistent global visual language. We established visual identity and execution guidelines, and outlined a suite of graphic elements that included icons, illustrations and photography. In addition we demonstrated their usage in multiple platform applications. This visual identity program was distributed worldwide to Coca-Cola and its marketing partners, including advertising, promotion, public relations and marketing agencies. The result was a unique and ownable visual language for the brand that was implemented consistently on a global basis. The program not only established a unified portfolio of Coca-Cola Light brands, it also saved millions of dollars in creative fees.
Illustration Credit: Autumn Whitehurst