Bayer: Shaping a more human future for life sciences
Bayer is a 150-year-old life sciences company working on the big challenges of our time through health and nutrition. After the acquisition of Monsanto, we refocused the brand on what matters most: advancing life.
Challenge
Its brand was science-led and inward-looking, with communications that were functional but cold and composed.
It needed to grow from a pharmaceutical company into a broader life science brand: more optimistic, more emotionally engaging, and able to show the positive impact Bayer has on people’s lives.
Solution
The identity celebrates the rich and diverse world around us, the passion of Bayer’s people and the energy of the business.
Photography moved from posed and clinical to motion-filled snapshots of people immersed in their lives and work.
A vibrant palette, expressive typography, motion, sonic and a stronger brand persona, around a refined version of the iconic Bayer cross, present a more human Bayer, confident enough to push the status quo.
The result
The rebrand repositioned Bayer as a modern global life science company.
It brought consistency across divisions and markets, and gave the business a more emotionally engaging way to talk about its ambitions.
- My role
- Senior designer: worked across every part of the brand, through to guidelines
- Agency
- Landor
- Duration
- 1 year
- Scope
- Positioning, identity, art direction, photography, motion, sonic, copywriting, digital, activation