Launching a professional FMCG corporate brand
Establishing the creative direction and brand strategy for Reckitt
Reckitt Pro Solutions is the B2B portfolio of Reckitt. With brands like Lysol, Dettol, Finish and Harpic, Reckitt is well-known in the consumer space. However, it lacked credibility and trust in professional. In order to achieve the latter, we needed to create a professional corporate brand to enable cross-brand solution selling.
Built an overarching professional corporate brand that both fit within industry norms, but also stood out through its distinct character. As a marketing and brand experience team, our job was to create a brand system that worked across various touchpoints and for our various B2B audiences.
Stakeholder Management
Brand Strategy
Brand Creation
Portfolio Strategy
Creative Direction
Design Validation
Communication Hierarchy
Customer Journey Mapping
Brand Guidelines
Brand system: Amplified certain aspects of Reckitt, while building new assets for Reckitt Pro Solutions.
Across the journey: Demonstrates how the brand system works for touchpoints from digital platforms to brochures.
Outcome
Results
The professional corporate brand launched at two key trade shows in EU/UK and US. It was well-received by the industry, as well as our regional partners. With the brand foundations in place, the team is able to both push the brand further through distinct expressions, as well as roll out the system across key touchpoints.