Brand transformation in action: How we evolved a global legacy brand without losing its core

Kimberly-Clark is a Fortune 500 powerhouse—a brand with over 40,000 employees and products in nearly every home and public institution worldwide. But even the most established brands need to evolve. When Kimberly-Clark came to Someoddpilot, their challenge wasn’t disruption—it was Brand Transformation.

They weren’t just looking for a brand refresh—they needed to reinvent their identity to attract younger, high-performing talent and reposition themselves as a forward-thinking company. Their reputation as a legacy institution had left them feeling outdated in a competitive hiring landscape, making it harder to bring in the kind of talent that once defined them. At the same time, they needed a unified global identity that modernized their presence without losing the trust built over 150 years.

Our approach? Evolve, don’t erase.

By expanding their brand identity within the "Better Care for a Better World" platform, we infused innovation, clarity, and cohesion into their global presence—ensuring the brand felt as dynamic as its mission. The refresh wasn’t about chasing trends; it was about strengthening what already worked while creating new opportunities for connection, recruitment, and cultural relevance.

Even a legacy brand's logo needs room to grow—our refinements balanced precision, movement, and scale, signaling forward momentum while maintaining familiarity. The comprehensive design system took this thinking further, creating a structure that could be applied seamlessly across consumer-facing products, digital platforms, and internal teams worldwide.

After the successful rollout, we extended this thinking to Kimberly-Clark Professional—their B2B division, which required a refined identity system to connect their endorsed brands with the core KC brand, reinforcing trust and reliability for businesses and institutions.

Some brands need a radical shift. Others need a transformation that respects their DNA while making them future-ready. Kimberly-Clark proves that responsible innovation can be just as powerful as disruptive change—when done with intention.

Brand Transformation isn’t about starting over. It’s about making what’s great, greater.