NICORETTE/NICODERM
MY ROLE:
Visual Brand Strategy
Omnichannel Creative Direction
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Advertising (tv, print, pr)
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Digital Design
(web, mobile, social) -
Package Design
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Merchandising Design
REENVISIONING A BRAND
At GSK, I had the honor of leading the charge to reenvision and relaunch the visual communication strategy for Nicorette & Nicoderm. At the point I began, the brands (distinguished only by product delivery format) had been in the process of redesign for more than five years. I was tasked with a full "brand and packaging refresh that celebrated the 'UPS' and 'DOWNS' of the quitting journey." To accomplish this, we introduced the "N" graphic as an own-able, iconic asset that serves as a visual metaphor for the path forward towards progress. Consumer insights drove our decision to position the brands as advocates for the consumer journey, championing "progress over perfection." To support our premium position in the market, we repositioned the brands to deliver an empowering, emotionally-resonant experience that goes beyond product.​
After one year of ideation and testing, the relaunch of an aligned Nicorette/Nicoderm VBL (visual brand language) premiered online in 2022, and was quickly extended. As part of the redesign, we developed a toolbox of assets to easily extend the brands' updated messaging and tone of voice to all channels. Assets included:
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New logos (animated and static)
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A new proprietary brand font
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A new color palette
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New iconography (animated and static)
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New brand photography
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New product, product usage, & flavor visuals
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New digital templates (animated and static)
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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
Proprietary animated iconography
SHIFTING THE TONE OF VOICE
The redesign focused on shifting the brands' voices to a more optimistic tone​, repositioning the consumer as the hero of their own story--and not dwelling on the guilt for past smoking cessation failures. Instead, the redesign celebrated the success of each day without a cigarette. To accomplish this visually, a new library of photography, with a range of happy, sun-kissed people was sourced. The updated color palette builds off of this and the idea of blue skies ahead.
REINFORCING BRAND ADVOCACY
The new "happy consumer" photography is often framed with the iconic Nicorette "N" to reinforce the brands' support of the consumer's happiness and success.
THE OMNICHANNEL EXPERIENCE
