A WORLD OF CARE AWAITS
P&G BEAUTYNEXUS
PARTNERSHIP
Brand Identity, Copywriting, Experiential, Motion Design, Naming, and Presentation Collateral
This Year, P&G tasked Durham with bringing its annual Roadshow to life — a traveling event experience that showcases a year’s worth of product innovation to various retailers under one unifying identity.
To bring the show to life, Durham partnered with P&G and various brand stakeholders to design the experience for the show, starting with the identity.
It quickly became evident that P&G needed a digitally-immersive experience that would travel while still maintaining a feeling of tangibility. Born was BEAUTYNEXUS — a wellness-inspired world built through a digital lens.
BACKGROUND
Each year, P&G brings its Personal Care Roadshow to life. The event covers new product innovation from various brands in the Personal Care category, including Old Spice, Olay, Secret, Gillette, Safeguard, Ivory, Native, and Mielle.
DISCOVER
Though current product innovation trends holistic and wellness-inspired, we knew the experience would be digital-leaning by nature of the traveling Roadshow. Our team was inspired by a marriage of both worlds.
DESIGN
Blending the emotional cues of wellness with the feel of a digital playground, we created a flexible identity system designed to connect a diverse portfolio through a single lens. Grounded in a simple black and white palette and subtle gradient shifts, the system gives imagery the center stage by leaning into calm, sensory storytelling. The photography captures textures, ingredients, and rituals that evoke the sensory appeal of new product innovation, from subtle surface details to expressive human moments.
DESIGN CONTINUED
At its core, the identity is built from a single pixel — expanding and evolving to reveal the distinct brand worlds. This modular approach comes to life through a card-based visual language, where moments of content punch in and out, creating rhythm, movement, and discovery throughout the show.
RESULTS
BEAUTYNEXUS transforms a broad portfolio into a connected experience, where innovation, identity, and immersion converge.
PULL UP A CHAIR AND LET’S CHAT, SHALL WE?