Unilever is a multi-national organization with the ambitious goal of doubling the size of the business, whilst reducing their environmental footprint and increasing their positive social impact, by 2020.
The company approached Bruce Mau Design as part of its efforts to highlight the progress it has made to date and humanize the brand. BMD was tasked with designing a visual identity system that would help to demonstrate Unilever’s Sustainable Living commitments.
To help the global brand achieve this goal, BMD created a new communications system founded on the idea of telling real stories about real people. The entire system relies heavily on photography, patterning and typography to create a much more approachable brand identity, as a means by which to communicate the small ways in which Unilever is making a big difference around the world.
Working with Unilever’s global marketing team, BMD not only created the system, but also directed the rollout of the identity across all other agencies around the world. As part of the rollout strategy, BMD contributed to the production of a video ‘Making of the Unilever Identity’ to be shared with company executives and employees. The video is meant to clearly communicate the intention behind the flexible system and to provide a framework within which all Unilever agencies can exercise creative abilities.
To date, the identity system has been applied to digital and social media platforms, promotional items, corporate communications materials and stationary, as well as branded environments. The system BMD designed brings the brand to life and communicates sustainable living stories in a more authentic way, in effect humanizing the brand.