At Coke I learned the importance of careful upkeep of a brand from the best in the business. Coke calls all of their people brand ambassadors and expects upkeep of the brand at every level. Coke red has its own Pantone color. The brand book has its own vocabulary. It is always a delicate balancing act to infuse new looks and get them approved within arguably one of the longest lasting, most established, and tightly branded companies out there. That Coke script has lasted 100 years! Here is one of many projects where we fused the brand with a green look for a global sustainability initiative. The Creative Studio at Coke gave me the nickname “Agency Killer” right around this project because they no longer had to turn to the big boys to pull this stuff off.
