After a year long rebrand at Landor, Bayer’s new master brand began to roll out. As employees began to absorb the new brand language, a request from HR developed: Can you create a sub-brand for our engagement program that respects the new master brand?
This project provided an excellent opportunity to test the new brand rules and their potential interpretations. Over a week, four design directions were developed.
One, termed In Focus, features soft blurring and the darker tones to show warmth and intimacy, while a brighter, energetic version leverages Bayer’s new illustration style and a pencil-sketch human line. The dual lines reference Bayer’s master brand, and the pencil-sketch treatment from the old HR brand.