Proctor & Gamble Sustainability Key Visual and Activation
Each year, Procter & Gamble showcases its commitment to sustainable practices. In 2022, I was responsible for developing a distinctive and impactful visual that captured this initiative. I also led the adaptation of that visual across a wide range of activations, including digital platforms and point-of-sale materials.
Key Visual
For the key visual, I aimed to create something that felt both authentic to the brand and personal to my own creative perspective. Rather than relying on conventional Earth tones or the familiar aesthetic of millennial corporate design to convey sustainability, I chose to emphasize the outcome of the initiative. I used a canopy of trees as the backdrop and seamlessly integrated the product into the landscape—visually linking the brand to its environmental message. To maintain clarity while spotlighting the visual impact, I positioned all communication elements along the edges, effectively framing the scene without detracting from the core message.
