In a school project, i have made a new visual identity for the Colgate brand. I have chosen to remove all the special effects. All the wooshes, bells and whistles. I would like to move away from well-groomed dentists pointing at spinning holograms of teeth. This visual style seems dated and is no longer trustworthy to a younger audience.  
Instead, i have chosen to cleanse the Colgate brand. Colgate needs to have the courage to cut through the noise and let the silence send a clear message.

With an all-white look, Colgate shows they have no need to charm with special effects and instead they will communicate in a clear honest and pure manner. No bullshit.
With this visual style has the brand taken the products functions and applied them directly to themselves. The Colgate brand has gotten a proper scrub with the toothbrush.