Bayer aims to find innovative solutions to the major challenges of our time through health and nutrition. With 150 years of heritage, Bayer had historically been an inward-focused, 'science'-led brand, with functional but cold and composed communications.
We helped them bring to life what mattered most, a focus on 'Advancing Life' and the positive impact on people's lives that they strive for.
The identity celebrates the rich and diverse world around us, the passion and understanding of its employees and the dynamic energy of the business.
Photography went from posed and clinical, to motion-filled snapshots of people immersed in their lives and work.
A vibrant palette, expressive typography, and new emphasis on brand persona helps present Bayer as more human; more confident in expressing its desire to push the status quo.
Companies
Landor & Fitch
- Design