Coke'sOneXP

To enhance consistency and governance, The Coca-Cola Company centralized its worldwide brands under a unified Content Management System (CMS). This system was designed to meet the diverse needs of different countries while maintaining a cohesive structure.

We began by evaluating Coca-Cola's existing design system and developed a new framework tailored to accommodate its localized brands. This process included:

• A thorough review of design components;
• The implementation of color and text tokens;
• The creation of standardized structural guidelines.

The objective was to build a flexible yet unified foundation capable of supporting the varied demands of Coca-Cola's global brand portfolio. By consolidating 1,000 separate domains into 119, we streamlined operations and ensured a cohesive presence. Additionally, the migration of 18,000 pages and 62,000 assets showcased the efficiency of our approach and set the stage for seamless scalability.

Integrating each brand into the new design system required a careful exploration of their unique visual identities and elements. This flexibility was achieved through the use of design tokens, which allowed for seamless customization of colors, fonts, and spacing. These tokens ensured a scalable and consistent implementation across all brands while maintaining individual brand identity.

Throughout the process, developers were actively involved to ensure the practicality and feasibility of the design system. Regular collaboration between designers and developers enabled early identification of potential challenges and streamlined implementation. This partnership ensured that the system could be executed efficiently and integrated seamlessly into Coca-Cola’s digital ecosystem.

The flexibility ensured that brands could maintain their identity without compromising the structural integrity of the platform. With the changes, Coca-Cola achieved unprecedented personalization capabilities, enhancing user engagement projected to reach 130 million by 2025.

Building on the strong platform foundations we setup, we defined the future capabilities and experiences of the platform. This included a repeatable innovation process to explore ways The Coca-Cola Company could deliver exceptional web experiences for future charters, known as the future journey lab. We developed 18 concepts that could flex across different key passion points such as music, food, and sports.

Increased stakeholder engagement was a key outcome of this process, driving collaboration and alignment across teams. These innovations aimed to create more immersive and engaging digital experiences, aligning with Coca-Cola's position as a leader in both the beverage industry and brand marketing.

The comprehensive overhaul of Coca-Cola's digital landscape resulted in significant achievements:

• Cost Savings: The unification of all Coca-Cola sites under a single CMS and a tokenized design system delivered substantial benefits, including annual savings of $33M-$64M on activation costs for every 10 global charters;
• Enhanced User Engagement: The platform's evolution and the introduction of innovative concepts increased stakeholder engagement and are projected to grow the user base significantly by 2025;
• Scalable Innovation: The establishment of a repeatable innovation process ensures that The Coca-Cola Company can continue to deliver exceptional web experiences, with the approach being considered for adoption by other teams within the company.

This project exemplifies the successful unification of a global brand's digital presence, balancing consistency with individual brand identities, and setting the stage for future innovations in user engagement.