For over 135 years, Johnson & Johnson has supported parents and babies with one of the largest portfolios in the market. However, at the beginning of 2020, the company faced declining investments in its brands, resulting in decreased market share and brand power.

Instead of focusing on products individually, we began thinking about the consumer: what do parents need right now? This led to the creation of Together, Step by Step — the first campaign to unite all of J&J's baby brands, supporting parents throughout their journey, every step of the way.

To achieve that, we've developed a new design system that unifies all brands. We began by consolidating all color libraries into a single palette. Next, we opted to exclusively use the Johnson's Baby proprietary typeface.

Finally, we used the drop icon from the logo as a starting point to develop a brand new identity. The illustrations enabled us to create infographics that explain the science behind each product. The possibilities were endless.

The results were outstanding: the brand's value share in the shampoo category, its most important, increased by 47.7%. Ad recall also saw a growth of 10.3 percentage points (pp).

Parents discover that the same brand behind the most iconic shampoos also offers the best diaper cream. Their purchase journey has become much simpler. Now, every moment of care is a Johnson's moment.

ECD: Saulo Rodrigues
Creative Directors: Rafael Freire, Bruno Ponzini
ACDs: Nayara Lima, Talita Cardozo
Copywriting: Babi Puttini, Eduarda Germano
Art Direction: Wander Tosta, Fernanda Leite, Patricia Collet