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Welcome to the Field Guide.
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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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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.