For over 135 years, Johnson&Johnson has been there for parents and babies with one of the largest portfolios on the market. But at the beginning of 2020, brands lost investment and J&J's market share and power had decreased. So instead of focusing on products individually, we started thinking about the consumer: what does this parent need right now? That's how Together, Step by Step was born: the first campaign ever to gather all J&J's baby brands to fit the parents' journey, every step of the way.

We've crafted a new design system unifying all brands to achieve that. We began by unifying all color libraries into one single palette. Next, we decided to use Johnson's Baby proprietary typeface only. Lastly, we used the drop icon from the logo as a starting point to develop a brand new identity. The illustrations allowed us to create infographics explaining every product's science. The possibilities were infinite.

AWARDS
El Ojo 2021 — Silver — Design

TYPEFACE
Johnsons Baby

CREDITS
Agência: R/GA SP 
Cliente: JOHNSONS 
Produto: JOHNSONS BABY

VP, ECD: SAULO RODRIGUES
Creative Director: RAFAEL FREIRE, BRUNO PONZINI
Associate Creative Director: TALITA CARDOZO, NAYARA LIMA
Art Director: WANDER TOSTA, FERNANDA LEITE, PATRICIA COLLET
Copywritter: BABI PUTTINI, JORDANA BISPO, JULIA GARICOCHEA, EDUARDA GERMANO

SVP, Managing Director: FABIANO COURA; VP, Business Development Director: MARCIO OLIVEIRA;  Account Services: ISABEL JULIANELLI, STEFANIE GIANNINI, BRUNA MATOS; Director of Production: FLAVIZ GUERRA; Production: KARINA RIOS, PAULO IGLESIAS, WALTER SANTOS; Strategy: GIACOMO GROFF, KARINA CORCHS, RENATO LEAL, RENATA STOCCO; Content Studio: LEONARDO DE JESUS, CAROLINE BONANI, JANAINA KAM, BRUNO SOUZA, BEATRIZ COUTO; Motion Design: CHICOH, ALBERTO GALLONI, CAIO AMARAL, DAYSE TEODORO, DENIS MARCONDES, GUSTAVO TADINI, LUI NOGUEIRA, MAXWELL EDUARDO, RAPHAEL PORTELLA; Media: VIVIANA MAURMAN, KELLY NASCIMENTO, RAFAEL ROQUE, NATHALIA RODRIGUES; Clients: DANIELE CAVALCANTI, CRISTINA SANTIAGO, SABRINA TICHAUER, ANDRÉ BUENO, FLAVIA MARCHESSE, MARTIN ZANLUNGO, TAIS TREVISOL; Sound Production Company: QUIET CITY.