Neutrogena needed to implement their newly refreshed global brand guidelines that were notably elevated in comparison to their historical visual identity. Integrating these new guidelines across all assets and touchpoints to establish cohesiveness and consistency across all visual communications, including with retail partners, was the primary goal. The translation of these new guidelines needed to not only highlight product benefits but also elevate the brand’s design integrity across all touchpoints. Their existing PDPs and sell-in assets varied widely in execution and lacked alignment with the evolving brand system. This inconsistency risked diluting the brand’s credibility and risked making retail activation less effective.

We began with the Suncare line as a pilot for the new toolkit template, using it to establish a clear design language that could scale across categories and communication channels. I led the creation of:

• New sun-specific key visuals that prioritized clarity, clinical efficacy, and lifestyle appeal
• Programmatic banner designs tailored for media placements
• High-impact retail product display renderings (end caps and freestanding units)
• A modular, presentation-ready retailer toolkit deck that could be customized by internal teams for a variety of product lines and purposes
• Redesigned PDP assets for the Acne and Hydro Boost lines, applying consistent structure, hierarchy, and brand tone across e-commerce platforms

To ensure long-term scalability, I translated these creative executions into a suite of templates and visual standards that empowered teams to continue building future assets across retail, digital, and shopper marketing in a consistent, on-brand format.

The Suncare toolkit was adopted as Neutrogena’s new internal benchmark for sell-in materials, with its structure and visuals setting the tone for future category launches and sales channel communications. The updated PDPs brought the Acne and Hydro Boost lines into alignment with latest global design guidelines, improving visual consistency and reinforcing consumer trust at the digital shelf and in-store display levels. Most importantly, the systematized templates and toolkit enabled cross-functional teams and external partners to execute all following creative with clarity, consistency, and efficiency — establishing a lasting foundation for ongoing retail and digital asset development.