Colgate Total

Objective: Reposition Colgate Total as a leader in proactive oral health by translating its microbiome-focused science into a modern identity that brings “Active Prevention” to life, balancing clinical authority with approachability.

Solution: Designed as a revolutionary system that works with the mouth’s natural microbiome, Colgate Total stops issues before they start. The refreshed identity visualizes “Active Prevention” through fluid motion and protective layers that encircle the logo, expressing strength, efficacy, and forward-moving energy in a way that feels both clinical and accessible.

Rebrand developed by Aether NY. As an intern on the team, I supported the rollout of the new brand system across multiple touchpoints and explored ways to extend and push the boundaries of the identity in application.