Welcome to The Field Guide

Submitted by admin on Wed, 07/14/2021 - 13:25
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Welcome to the Field Guide.
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what it is
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Here you’ll find everything you need to translate our brand DNA into cut-through creative.

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when to use it
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Use the Field Guide at the start of projects as a tool for ideation and alignment, and again at key reviews to ensure execution is on brand.

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We start every creative process by asking ourselves…

How am I bringing
efficacy Real results for real people
Product benefits that matter
“Not one but many” philosophy+ to life with optimism? A mindset by choice
Proving possibility
Daily steps to progress +

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Mapping our tone.

Once we’re clear on how efficacy and optimism live in the work, we also must consider our tone.

Although everything we make won’t fully embody all three tonal tenets, a great piece of creative at Clinique balances elements of bravery, clarity and optimism.

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What does this moment require?
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Balance.
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The balance
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It’s all about the balance.
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Although everything we make won’t fully embody all three tonal tenets, a great piece of creative at Clinique balances elements of bravery, clarity and optimism.

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Bravery.
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CREATING WITH BRAVERY
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We must disrupt to thrive.
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How are we cutting through category sameness? 

  • What is our point of difference?
  • What is bold and surprising?
  • How are we challenging industry norms?
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CREATIVE PROMPTS
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Clarity.
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CREATING WITH clarity
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We must be easily understood by all.
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What is the most important message I am trying to convey?

  • Have we prioritized what matters most to people? 
  • Will this message be easily understood by all? 
  • Are we communicating with precision?
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CREATIVE PROMPTS
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Optimism.
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CREATING WITH optimism
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We must inspire a sense of possibility.
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How am I connecting on an emotional level with consumers? 

  • Where am I conveying warmth and humanity? 
  • How am I speaking to real needs and real people? 
  • Where is the human insight? 
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CREATIVE PROMPTS
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The Showcase.
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See the balance in action.
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Learn from the past to build for the future.

We have selected some best-in-class examples to showcase how our brand tone has come to life in the past.

But remember: we are futurists, not historians. With our refreshed brand, we will be pushing our creative even further. 

A brave new brand awaits.