Work
BEAUTY / UNILEVER / DOVE
Dove
GLOBAL REBRAND
THE CHALLENGE To creatively transform the global consumer perception of Dove, shifting its identity as a functional bar of soap to an authentic and inclusive global beauty brand. This required anchoring the brand in a disruptive new philosophy, that real beauty comes from within, to support a major expansion of the product portfolio and resonate with a new generation of consumers.
THE CREATIVE STRATEGY As Global Creative Director, I directed the strategic and creative transformation of the Dove brand, leading its evolution from a singular bar of soap into a unified, beauty-first Masterbrand. I steered the team's creation of a cohesive 360° omnichannel experience, overseeing the rebrand design and development of the brandmark, packaging design, and architecture. This new strategic framework guided the brand’s expansion into new categories, including body care, skin care, and hair care, and the successful launch of a new line targeted directly to men. The initiative was anchored by the definitive global brand guidelines and visual design system my team and I established, creating a scalable platform that fueled rapid portfolio diversification and sustained category growth.
THE RESULT The strategic repositioning fundamentally reshaped the brand, transforming a 400 million soap business into a 5 billion global beauty icon. This new brand platform not only fueled unprecedented growth but also provided the brand equity required to successfully launch and scale across new categories.
