Objective

After consulting Casebia (CRISPR/Cas technology) and BlueRock (induced pluripotent stem cell technology) on brand strategy, naming and CI we recently worked with Ginkgo Bioworks and Leaps by Bayer on the naming, branding and CI of their new Biotech Joint Venture. This new company was founded with the goal of bringing advanced techniques in synthetic biology to agriculture to support the industry’s sustainability efforts, starting with reducing the environmental impact of nitrogen fertilizer. With this approach, the start-up is amongst Impossible Foods, Modern Meadow or Bolt Threads one of the earliest companies, who are working in the new field of synthetic biology. The new biotech company is the fifth investment by Leaps by Bayer, a strategic innovation unit that has the mission to uncover, encourage and activate fundamental breakthroughs by creating and building new companies together with entrepreneurial best-in-class partners. One of the particular challenges by developing the CI of the new brand was to create a CI that lives in the context of the previous founded companies Casebia and BlueRock and integrates the significant CI elements of the two merging companies Leaps by Bayer and Ginkgo Bioworks.