MICHAEL LELEUX

MY ROLE:
Visual Brand Strategy: Brand Refresh

Omnichannel Design/Creative Direction

• Sonic Branding

• Motion Branding

• Advertising (TV, Print, PR)

• Digital Design
  (web, mobile, social)

• Package Design

• Merchandising Design

THE OBJECTIVES: ​​​

• To re-establish the brand's category leadership (targeting a younger demographic), and to develop a distinctive masterbrand design strategy that allowed for portfolio expansion and the launch of non-medicated offerings.

• To reposition Robitussin as a "hero brand" that activates flavor to shut down cough and cold symptoms.

• To introduce Robitussin's new, improved flavor formulations, combatting a "bad-tasting" consumer perception.

THE PROCESS:

• We reconsidered every brand tenet, and then reconfirmed our consumer's needs and purchase drivers.

• We redefined our brand purpose and mission, refining our tone of voice, and ultimately updating our consumer portraits and defining new innovative visual strategies. 

• We tested both the VBL (visual brand language) and the strategy behind it with consumers.

• After one year of ideation and testing, the relaunch of the Robitussin VBL premiered online in 2022, and was quickly extended to all channels except for packaging.

• After we achieved a "design lock," we created an easy-to-use library of distinctive assets, tactics, and templates (graphics, motion, and sound) to facilitate cohesive omnichannel extension.

  • New logos (animated and static)

  • New sonic branding

  • New font systems

  • A new color palette

  • New iconography

  • New brand photography

  • New CGI liquid and flavor renders (animated and static)

  • New digital templates (animated and static)

  • An online "brand world" partner interface, with strict guidelines for how to use or not use brand assets and a bevy of templates to
    simplify asset creation 

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