Our case studies
Syngenta
Project overview
Challenge
Having updated its visual and brand guidelines, the global agribusiness Syngenta wanted its communication managers to become ambassadors for its brand and to develop a practical tool kit for external agencies. Our challenge was to re-educate users who were familiar with the previous identity as well as to inspire users of the new brand system. Our practical tool kit would also have to look good, or it would end up gathering dust.
Strategic Insight
Because we use brand systems all the time, we know what works and what doesn’t. We put our knowledge of users’ needs at the centre of our solution.
Creative Solution
BergHind Joseph’s brand guidelines tool contains a complete overview of the brand, providing a context for the detailed specifications that follow. We got right into the detail as well, reducing the scope for misinterpretation by providing reference material such as colour swatches, high and low contrast images, and gloss and matt finishes. A DVD featuring a short film that brings Syngenta’s brand to life, and a CD ROM containing brand photography were also included in the pack.
Results
With the help of a brand tool-kit that works and is easy both to understand and to use, Syngenta’s brand identity is now applied consistently, inside and outside the organisation.
BergHind Joseph used their experience of brand systems to create a novel solution which makes the new Syngenta brand guidelines both engaging and accessible. The system they developed is now being used across the world to consistently deliver the Syngenta brand on a daily basis.
Joya Horsley Corporate Visual Identity Manager Syngenta AG
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