Customer1 – Branding & Visual Identity System
The Customer1 (C1) project aimed to unify Coca-Cola's diverse selling tools into a single, cohesive platform with a consistent visual identity.
Project Overview
Problem: Coca-Cola offers powerful tools for frontline selling Partners, but these were scattered across multiple systems, causing inefficiencies and a disjointed user experience for Partners.
Goal: To create a unified, seamless, and supercharged selling experience by integrating all C1 tools into a cohesive and recognizable 'family' of workstreams.
Solution: We conducted a UI audit to inform our design strategy for uniformity across the platform. We then developed a comprehensive Visual Identity System (VIS) for Customer1, ensuring brand consistency in various scenarios. Finally, we provided Associates with design templates and brand assets.
Results: The Visual Identity System was widely embraced, fostering collaboration among C1 teams. This unified approach transformed Partners' view of Coca-Cola from a mere supplier to a valuable strategic ally.
My Role: As C1's lead Designer, I shaped the project's visual identity by collaborating with team members, conducting a UI audit for cross-workstream consistency, creating brand visuals, and developing guidelines.
Audience: Frontline selling Partners and Associates
Timeline: 2016 – 2017
Discovery
Working in collaboration with Team Leads, Project Managers, and Developers to understand their objectives and aspirations for C1. Plus, phone interviews with various Partners across the workstreams.
We conducted a UI, brand, and iconography audit to enhance brand consistency. This informed our design strategy, aligning multiple teams under a unified brand and vision.
Define
Coca-Cola offers powerful tools for frontline selling Partners, but these were scattered across multiple systems. Partners had to log into different platforms for various tasks—from inventory checks to accessing marketing materials. This caused inefficiencies and a disjointed user experience. Previous attempts at collaborative branding had fallen short due to inconsistencies in style and implementation.
Design and Deliver
We developed a comprehensive Customer1 Visual Identity System (VIS) to ensure consistent branding across various design scenarios. To support implementation, we provided Associates with C1 design templates and branded materials. This unified approach addressed the initial problem by creating a cohesive visual identity, maintaining brand consistency, and aligning multiple teams under a single vision.
Results
Impact: The Visual Identity System (VIS) was enthusiastically received and widely adopted, fostering a sense of collective ownership among Customer1 (C1) teams and significantly improving Partners' perception of Coca-Cola.
Learnings: This project underscored the vital importance of consistent branding and visual identity in unifying diverse tools and teams under a single platform. It effectively replaced fragmented systems with a seamless, efficient selling experience, transforming how Partners interact with Coca-Cola's resources.
