Colgate-Palmolive
Event Experience Design
Company: Prophet
Client: Colgate-Palmolive
My role: Creative Director
• Creative direction
• Event visual identity system
• Experience concepting & production
• Project management
• Vendor management
• On-site logistics and execution
The TLDR
I led the creative team in reimagining Colgate-Palmolive’s (CP) corporate identity, to be debuted at and deployed across their 2023 Leadership Forum.
I drove the creative direction, production, and execution of an engaging, immersive, and influential six-day leadership event for CP’s top 300 global executives.
The event resulted in over 90% of attendees committing to actionable transformation in their business units, and the CEO, Noel Wallace, noted “…every single presentation, touchpoint, experience and storytelling element was top notch”.
Colgate-Palmolive (CP) was midway into a five-year transformation strategy and, for the first time in 30 years, was launching new company values. Their leadership team was challenged with identifying and connecting growth catalysts, strategic differentiators, and a roadmap to the future.
The organization needed a way to reaffirm its commitment to its purpose and transformation amongst leaders while driving clarity and inciting energy. They turned to Prophet to launch and advance their transformation agenda with a week-long, global leadership event that would leave a lasting impression with their teams and have a resonant impact on their business.
The Challenge
Leading the creative team, I directed the redesign of CP’s corporate visual system, to be debuted and deployed across the Leadership Forum. The refreshed visual system revitalized and modernized the corporate identity, breaking away from their outdated tone and ensuring representation of all brands within their extensive portfolio.
The Prophet team collaborated with over 60 key stakeholders across CP to identify key drivers for 2025, developing strategic frameworks and a roadmap for a healthier future. This helped our creative team shape critical strategies into memorable event content and experiences.
The Solution
Visual Identity System Snapshot
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Visual System Elements Overview
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Leadership Forum Title Lockup
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Color Families: The color system is made up of isolated, monochromatic color families that invite all brands across CP's extensive portfolio to feel represented and unified within a single enterprise system.
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Graphic Devices: Drawing inspiration from the geometry of the CP logo, the circle element became a foundational symbol used to convey key strategic attributes of connection, momentum, diversity, and scale.
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Graphic Devices as Storytelling Tools
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Living Our Values Lockups
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Illustrations
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System Application
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System Application
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System Applications
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System Application
I also led our production efforts, managing and collaborating with our production partner, LSAV Powerhouse. Together, we emphasized modulating mechanisms for content delivery and interaction to create a memorable and meaningful experience.
We engaged over 100 speakers (+ 1 dog!), created 27 videos and animations across omnichannel touchpoints, featured surprises like musical guest and competitive games, and successfully shifted mindsets and reinforced key messages with immersive exhibits.
The Execution
The Results
Colgate-Palmolive’s 2023 Leadership Forum inspired global leaders, reaffirmed their dedication to the organization’s 2025 transformation strategy, and sparked enthusiasm for the new company values.
Highlighting the forum's success in influencing leader’s mindsets and driving actionable change, 90% of attendees reported they were likely to change how they ran their business unit based on learnings from the forum. Leaders felt energized and confident delivering on the strategic direction set during the six-day leadership experience.
“The Leadership Forum was a phenomenal meeting. Superbly organized. Congrats to the entire Prophet team for a job well done. As a side note, I think we should use the event visual identity as our Corporate Brand Identity.”
— Yves Briantais;
Executive Vice President Marketing Asia-Pacific, Colgate-Palmolive
“The passion, the energy, the thinking that you have driven is absolutely brilliant. All thanks to you and the phenomenal group of people behind the scenes in translating a desire into something powerfully tangible. Well done!”
— Ram Raghavan; President, Enterprise Oral Care, Colgate-Palmolive
“The Prophet team’s work on The Leadership Forum exceeded my every expectation and I couldn’t feel more proud. Every single presentation, touchpoint, experience and storytelling, was top notch.”
— Noel Wallace; Chief Executive Officer, Colgate-Palmolive
“The Prophet Team should feel so proud of what we pulled off last week. It was by far the best event that I have attended in 33 years at Colgate. Everyone is supercharged and ready to drive necessary change, and the feedback is overwhelming. All of you are amazing humans individually, and collectively a phenomenal team. I am thrilled I had the privilege of working with you.”