Clorox: Cross-Brand Equity Guide

A brand philosophy for the moments in between the highlight reel.

Clorox needed a unifying framework that could flex across its full portfolio — bleach, wipes, sprays, toilet cleaners — while giving every team, agency, and touchpoint a shared point of view on who the brand is and how it talks. The result is Life's Messy. Isn't It Great?, a cross-brand equity guide built on a simple cultural observation: the pursuit of a picture-perfect home and family has given way to something more honest, and Clorox is there for the real, unscripted, occasionally funny moments in between.

The guide reframes mess not as a problem to be hidden but as proof of a life well-lived, like spaghetti-covered toddlers, spilled wine, chicken juice on the counter, etc. and positions Clorox as the trusted friend who clears the way for the next moment rather than a brand obsessed with sterility. A "No Big Deal to Uber-Ick" mess-severity scale, a rigorous framework for what counts as "Clorox funny" (real, relatable, never mean-spirited or gross for its own sake), and clear on-voice/off-voice copy examples give writers and creatives a consistent, testable standard rather than a vague mood board. Brand standards for imagery, product architecture, the brandmark, color, and typography round out a system built to hold together a five-category product family — bleach, sprays, wipes, toilet care, and Clorox2 — under one confident, contemporary voice.

Art Director: Noel Adolph
Copywriter: Perry Portugal
Photos: GettyImages/i4Color