Syngenta AG is a global Swiss agribusiness that produces agrochemicals and seeds. The brand suffered from a negative image due to its core business, which was often associated with negative publicity. Based on the existing identity a smart system of “close up – far away” was created in both graphic elements and passionate photography. Combined with a serious yet generous typeface, simple but powerful colour palette and a new tagline – “Bringing plant potential to life” – it succeeded to reinstall strong employee engagement and a positive exterior image for the company and brand.
graphic identity system and employee engagement programme
creative direction, graphic design, photography direction