Messaging and Design Bring Clarity to The Claro Group’s Brand

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The Claro Group emerged from a former Big Four accounting firm as a major international provider of economic and financial consulting services. Claro clients are law firms, governments, institutional investors and corporations in major litigation, antitrust disputes, and large-scale insurance challenges. Read more here.

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Once Upon a Time

By Gene Shaffer
February 1, 2018
Once Upon a Time

Prepare yourself for an epic journey to the mysterious and exotic far east, traveling through China where ancient magic and adventure awaits… And don’t forget your toothbrush! Yes, this site is for Colgate toothpaste. Let the mouth tingling journey begin. Clearly, upon landing on the homepage, the imagery is beautiful, expansive and vibrant. The subtle use of parallax also gives it a delicate sense of movement.

The interactive points on the path are but one of the navigation options to get you underway. There are also some main navigation tabs and a start button that will lead you to chapters, which help you jump from adventure to adventure. The chapters page displays each location, the same locations as on the path seen earlier, in a nice vertical layout which animates as you roll over each one. Again we see the interactive path illustration, reaffirming the element.

Each chapter continues the same parallax image style along with a beautiful story of our character's quest for unique toothpaste flavors. The content is laid out in small digestible chunks, and video, as well as image galleries, are incorporated to tell the story further. After you’ve made it through the journey (or anytime you want, actually) there is a products tab in the main nav to help you learn more and ultimately buy the toothpaste (hopefully). Regardless, this is what it’s all about, right?

Making an ordinary item something we all have at home, see and use every day fresh and exciting and fun. If it works for products, why wouldn’t it work for services? Could be interesting to take our clients on a journey to tell them our story. There is nothing quite as magical as “Once upon a time.”