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Cif Squad

Project type

Branding - Social - Activation

Role

Creative Direction - Art Direction

    Cif Squad - Creative direction for social media
    Project Type: Branding · Social · Activation
    Role: Creative Direction · Art Direction

    Overview
    Cif Squad is a vibrant social media concept created to revitalise the Cif brand by building an active community of cleaning enthusiasts. The campaign invited real people to become part of the squad, sharing everyday cleaning wins, hacks and visual transformations that brought Cif products to life across multiple platforms.

    Objectives
    Boost brand presence – Elevate Cif’s visibility across social channels through bold, shareable creative.
    Drive engagement – Inspire authentic participation, conversation and peer connection.
    Show versatility – Demonstrate Cif’s full product range with genuine before-and-after results and lifestyle relevance.

    Creative Direction
    Visual Identity
    A fresh colour palette drawn from Cif’s iconic packaging ensured instant recognition.
    Typography choices (Futura BT and ITC Caslon) balanced modern clarity with trusted heritage.
    Lively accents and motion details gave content energy and approachability.

    Content Approach
    User-generated features, influencer collaborations and “how-to” storytelling showcased real results.
    Short-form videos, seasonal cleaning themes and playful challenges made cleaning both fun and rewarding.

    Outcome
    Cif Squad transformed the brand’s social presence into a community-driven movement where creativity and authenticity meet everyday cleaning. The result: a more engaging, relatable and recognisable Cif across every social touchpoint.
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