CASE STUDY
The Colgate Oral Care Center was a large content hub intended to position Colgate as the leading authority in oral health information. However, the site was over a decade old, not mobile-optimized, difficult to navigate, and underperforming in search.Our goal was not just to redesign the site, but to restructure the content, modernize the brand voice, and create a mobile-first content experience optimized for search — ultimately repositioning Colgate as a leading digital destination for oral health information.
Overview
Redesigned and restructured Colgate’s Oral Care Center, a large health content platform, improving mobile experience, content organization, brand voice, and search performance — resulting in the site becoming a top-performing destination for oral health content.
The Problem
The Oral Care Center was a large but aging content hub:
- Over a decade old
- Not mobile optimized
- Poor search performance
- Disorganized content structure
- Outdated visual design
- Inconsistent voice and tone
Despite having valuable content, users struggled to find answers, and the site was not performing competitively in search.
The Stakes
Colgate wanted to be seen not just as a toothpaste brand, but as a trusted authority in oral health.
If the content experience failed:
- Users would go to third-party sites like WebMD
- Colgate would lose authority in the category
- The brand would miss an opportunity to build long-term consumer trust
This was a brand authority and content strategy problem, not just a design problem.
My Role
- Art Direction / Creative Direction
- UX and visual design leadership
- Content experience design
- Collaboration with UX, SEO, and content strategy teams
- Design of content templates and visual system
The Strategy
We focused on three major areas:
- Content Structure — Reorganized and curated content to make answer-finding easier.
- Audience Targeting — Focused on moms as the primary decision-makers for family oral health.
- Mobile-First Experience — Designed for how users actually search for health information.
- SEO-Driven Content Design — Structured content to perform better in search.
- Brand Voice & Visual Tone — Made expert content feel approachable, caring, and human.
The Solution
We created:
- A mobile-first content experience
- A new visual system for educational content
- Infographics, videos, and short-form articles
- Content templates for scalability
- Integration with the broader Colgate ecosystem
- Community content and reviews to add authenticity
The Outcome
- The Oral Care Center became one of the top-performing destinations for oral health content.
- The site outperformed WebMD in search results for oral care topics.
- The new platform strengthened Colgate’s position as a trusted authority in oral health.
- The new design system allowed content to be produced and updated more efficiently.
