Syngenta: “Bring On the Magic”

Making science feel like magic

For Syngenta, the launch of a revolutionary herbicide was a defining moment – one that showcased years of meticulous research and technological breakthroughs. To introduce this innovation, the company organized a series of high-profile events in Argentina and Brazil under the theme “Bring On the Magic.” The challenge was clear: capture the excitement of discovery while maintaining the credibility of a scientifically rigorous brand.

A race against time

One of the biggest obstacles was the extremely tight timeline. We had just one week to develop the creative concept and another to execute and deliver all event materials. The project needed to be not only visually compelling but also adaptable across multiple locations, each focusing on a different stage of the product’s development.

Striking the right balance

The concept of “magic” had to be handled carefully. This was not about fantasy or illusion – but about real, science-driven innovation. We had to create a visual identity that was engaging and dynamic while maintaining Syngenta’s reputation for professionalism and expertise. The challenge was to avoid clichés associated with magic and instead focus on how scientific discoveries can feel like magic to those outside the lab.

The power of a single switch

Our solution centered around a bold yet simple metaphor: the “ON” button. This element became the visual anchor of the campaign, symbolizing the moment when research transforms into real-world solutions. To reinforce this, we designed a modular system of tiles, each representing Syngenta’s key areas of expertise – technology, science, and sustainability. This structured yet flexible system allowed us to maintain consistency while adapting to different event formats.

A seamless execution

Despite the time constraints, the final identity system was applied across all key touchpoints – stage design, digital materials, presentations, and printed collateral. The color palette and typography ensured a balance between scientific credibility and engaging storytelling. The campaign successfully framed Syngenta’s innovation as something both groundbreaking and accessible.

A lasting impact

The response was overwhelmingly positive. Attendees embraced the fresh, modern approach, and Syngenta saw the potential for extending elements of the visual identity beyond these initial events. The “Bring On the Magic” campaign not only delivered on its immediate goals but also set a new benchmark for how Syngenta communicates scientific advancements.

Because when science changes the world, it doesn’t just feel like progress – it feels like magic.