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Cif Squad Unilever - Creator-led cleaning community launch

Project type

Branding - Social - Activation

Role

Creative Direction - Art Direction

    What it is
    Cif Squad is a community platform designed to bring cleaning lovers together with exclusive content, competitions, product news and expert tips — and encourage members to share their own content too.

    Brand page: https://www.cifclean.co.uk/cif-squad.html

    The challenge

    Unilever wanted to evolve Cif from “product + promo” into an always-on community with a consistent social-first identity, clear benefits, and an easy sign-up journey — while staying unmistakably Cif (clean, bright, premium, satisfying).

    My role (Lead/Senior Digital Designer — U-Studio / Unilever)

    I helped shape and launch the Cif Squad experience by:

    Defining the look & feel for the Cif Squad “sub-brand” (social-first system, not a one-off campaign)
    Designing a modular toolkit for rollout across social + content formats
    Building consistency across landing-page experience + content templates so the Squad felt like one joined-up ecosystem

    What I delivered (typical outputs)

    Launch system + templates: IG feed tiles, Story frames, Highlights, creator/content frames, competition posts, “tips” formats
    Motion-friendly layouts: safe areas, typography rules, thumbnail logic for short-form video
    Community sign-up journey support: visual hierarchy and CTA emphasis to drive “join” behaviour
    Guidelines: lightweight rules that let teams move fast without the brand drifting

    Outcome / proof it’s still alive

    The community and channels are still running:
    Instagram — @cif_uki: ~44K followers (count changes daily).
    https://www.instagram.com/cif_uki/
    TikTok — @cifsquad: ~19.3K followers (and ~278K profile likes at time of capture).
    https://www.tiktok.com/@cifsquad
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