A Fresh Face for Biotech
Indigo Agriculture unites technology and bioscience to focus on the health of the natural world’s biome, changing the way crops are sustainably grown and harvested around the world.
While they play in the same space as Monsanto and DuPont, Indigo’s methods are rooted in the natural resurrection of what’s been lost through generations of industrial farming practices rather than genetic modification.
One Design was enlisted to breathe life into the Indigo brand, clearly communicating their value to the farming community while overcoming potential negative preconceptions of a skeptical public. Our messaging strategy, identity system, and online platform were designed to position the company far away from “big agriculture,” holding true to Indigo’s unique philosophy and approach.
The team sought to break through the glut of earthy and whimsical brands that clutter the agricultural landscape, while simultaneously avoiding the corporate—often sterile—aesthetic common within biotech.
Honing in on the concept of “replacing what’s been lost,” we created a visual vocabulary that’s striking yet approachable, spirited yet focused, and familiar yet unexpected within the space.
The design system was applied across a wide range of environments and channels. From vehicles and uniforms to the flagship laboratory in Cambridge, the Indigo brand communicates an inspiring story of innovation, authenticity and reverence for the natural world to employees and consumers alike.
A lofty vision means Indigo has big plans to grow. In addition to designing a website that serves the organization’s immediate needs—introducing the brand; explaining the science; connecting with customers, investors and consumers alike; and providing an outlet for press and media—we designed a digital platform flexible enough to evolve at the rapid pace a biotech startup demands.
Breakthrough science doesn’t mean a message should get buried under complexity. Through a series of contemporary, graphic illustrations, we distilled complex concepts into approachable, understandable and relevant narratives.
Ensuring a consistent communication experience—regardless of whether a user is in an office or out in the field—was of paramount importance. Like every interactive experience we create, our content and design system flowed effortlessly from one device to the next.
“Since the launch, I’ve received many compliments on the design—it’s beautiful and elegant, and portrays exactly what we are going for. In fact, our largest investor, Flagship Ventures, now uses our site as the model for their other portfolio companies.”
DAVID PERRY President, CEO and Director
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