The Coca-Cola Company
A visual identity system for Live Positively, a global platform highlighting the company's environmental stewardship.
solution
Using pictograph symbols and the iconic silhouette bottle, six icons were created representing: packaging recycling, water reclamation, environmental stewardship, physical activity, wellness and beverage benefits. Named “Live Positively”, a comprehensive language system and style guide were developed to facilitate implementation worldwide. The flexible system allows agencies to create unique designs without limiting their creativity. The icons and VIS have been used effectively by Coke’s agencies in all global markets.
roles
Team management
Creative direction
Art direction
Graphic design
Style guide
approach & techniques
As creative lead I was responsible for all aspect of creating the VIS, including icon & component creation, message positioning and style guide development. I independently managed a team of three designers during the eight month project.
Team collaboration • Research • Client workshops • Stakeholder interviews
