Defining the visual vocabulary
for the world’s most recognized
household brands

Procter & Gamble is one of the largest consumer goods manufacturers in the world. Because of the diversity of their portfolio, they faced the challenge of creating visual cohesion across 65+ personal care and household and institutional cleaning products. We know, in order to create lasting, meaningful audience connections, you need to focus on behaviors – that feeling you create when someone uses and trusts your products. These images are less about the products themselves and more about the healthy, vibrant life they help you lead.

Consumer insights and purchasing behavior data led us to key differentiators P&G could leverage. Their in-store marketing and advertising needed to portray them as a true consumer brand, not an array of household products. To be successful, customers should walk away knowing their decision to purchase any variety of P&G products is a decision to choose quality for their family. Our brand photography helped reinforce that idea while increasing in-store sales.

Sparked by the prospect of creating a whole new library of lifestyle images to be leveraged across a myriad of marketing materials, we worked side-by-side with Procter & Gamble team and their branding agency to create a vibrant portfolio of product and lifestyle images. Our team provided location scouting, talent selection, scheduling, photography, and retouching to create a unified visual experience.

This new brand photography enabled Procter & Gamble to bring cohesion and uniformity to the visual identity of multiple brands across geographic regions. This resource library enabled the entire enterprise to inform a national campaign with local needs and budgets in mind. But more importantly, they created authentic connections with consumers – turning a simple product purchase into brand affinity.