BAYER Customer Powerhouse

When Bayer embarked on a radical digital transformation programme to break free from the traditional pharmaceutical industry methods of communicating with their customers, they brought the Surgery in at the outset to help structure both the internal brand and the launch Comms strategy.

For Bayer, the Customer Powerhouse project is revolutionary, so they required something out of the ordinary to cut through the traditional forms of structured communication collateral the employees had become used to.

Working alongside the Berlin team, we came up with a visual identity that embodied the bold ambitions of the programme and would generate excitement within the global teams who will pilot and benefit from it, as well as the wider Bayer employee community. As the identity is internal and designed to exist predominantly in the digital space, we were able to make the brand as exciting and evolutionary as the programme itself by creating a ‘living’, animated, identity.

The Customer Powerhouse spark grew and came to life in physical and online teaser campaigns, animations, merchandise and assets for Sharepoint etc. It is created to give flexibility to designers in every Bayer territory, to build organic, free, but constantly engaging communications that convey the values of the project.

Combined with the ‘creative spark’, the TypeMarks, fonts and colour palettes bring life to Customer Powerhouse messaging.