PepsiCo Data Science & Analytics
Branding
Messaging
Communication Strategy
Creative
Digital Experience (App)
Consumer Goods
Data & Analytics
Background
The Challenge
The Opportunity: PepsiCo’s Data Science & Advanced Analytics (DSAA) team sits at the center of one of the world’s largest consumer goods companies. They power insights that shape decisions across a portfolio of billion-dollar brands—from Doritos to Gatorade. But inside a company this vast, their challenge wasn’t capability. It was clarity.
For many PepsiCo colleagues, “data science” felt intimidating, overly technical, and disconnected from their day-to-day. Tools went unused, insights underleveraged. Externally, potential recruits saw DSAA as another faceless analytics department rather than a team shaping the future of global commerce.
The real problem wasn’t the data. It was perception. DSAA needed to shed the cold, complex aura of “advanced analytics” and become something more: approachable, inspiring, and human.
01. Our Insight
Most people don’t want “data science.” They want what data makes possible—better decisions, clearer foresight, and simpler ways to do their jobs. To make DSAA indispensable, we had to reposition them not as number-crunchers but as translators of complexity into clarity.
We uncovered an unspoken truth: executives, managers, and teammates weren’t resisting analytics—they were resisting the way it was being presented. The opportunity was to transform DSAA into the team everyone wanted to work with: friendly, empowering, and curiosity-driven.
So we rebranded DSAA as the human face of data at PepsiCo. Not a black box of algorithms, but a team that unites colleagues behind a compelling vision, makes data accessible, and builds excitement for what’s possible.
02. Brand Transformation
Strategic Repositioning
We shifted the narrative from “advanced analytics” to data as empowerment. DSAA’s story became about clarity, confidence, and culture. Helping PepsiCo colleagues see the bigger picture, make better decisions, and feel inspired by innovation.
The team’s big audacious goal—to be the team every data scientist wants to be a part of—guided our work. We aligned messaging around four pillars: Supportive, Genuine, Expressive, and Purposeful.
Identity System
Visually, we balanced the seriousness of precision with the warmth of humanity. We built a system that:
- Simplified dashboards and reports with modern, clean design and pops of color to highlight insights.
- Humanized the experience with approachable typography, inviting layouts, and photography that showed real people behind the data.
- Unified the team with a core identity toolkit applied across presentations, internal comms, and even the DSAA app.
App Design
The DSAA app is used daily by managers and C-suite leaders across PepsiCo to understand brand performance. We reimagined its interface to feel modern, intuitive, and friendly, with bold visualization elements, clear calls to action, and consistent storytelling. What was once overwhelming became a tool executives actually wanted to use.
03. Brand Application
Internal Communications
We built a full communication strategy: from onboarding packets and presentation templates to storytelling frameworks that demystified data. Each touchpoint reinforced DSAA’s voice as approachable, empowering, and inspiring.
Recruitment & Culture
By repositioning DSAA as a team where innovation meets humanity, we created an employer brand that attracted top data talent. Instead of “cold analytics,” recruits saw a world-class culture tackling big problems with empathy and creativity.
Digital & Physical Assets Every channel: email, decks, dashboards, the internal app, shared one cohesive identity. No sterile blues or jargon walls. Instead: bold numbers, approachable language, modular design, and storytelling that connected data to real-world outcomes.
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