Greener by design™: Leading the charge toward more sustainable innovation
We transformed and elevated Thermo Fisher Scientific's environmental sustainability initiatives into a unified identity with Greener by design™, streamlining messaging and enhancing brand credibility for a greener future.
Challenge
Thermo Fisher Scientific has long been committed to environmental sustainability, continually evaluating how they design, source, manufacture, use, and extend the life of their products. Their Design for Sustainability initiative has focused on improving health and environmental impacts across the product life cycle, including sourcing better materials, implementing alternative production and shipping methods, and fostering strong partnerships with suppliers and customers.
But Thermo Fisher faced a challenge familiar to many global corporations: ensuring consistent messaging and branding across various participating business units, to create a clear and cohesive customer experience. Regions may also approach sustainability differently, resulting in fragmented efforts and inconsistent messaging. To overcome this challenge, Thermo Fisher needed a unified approach that would align sustainable product efforts under one cohesive identity.
SERVICES
- Discovery & Research
- Stakeholder Interviews
- Brand Visualization
- Brand Naming & Hierarchy
- Brand Design System
- Go-to-market Campaign Creative
- Asset & Launch Execution
Solution
Bonfire Effect worked closely with the Global Sustainability and Global Brand teams to develop a unified vision for their product sustainability initiatives. Through collaborative workshops and extensive stakeholder engagement, we identified key objectives and established a shared understanding of the importance of product sustainability within the organization.
Out of these strategic discussions emerged Greener by design™—a bold new name that encapsulated the intentional commitment of Thermo Fisher to designing for sustainability. This powerful new identity served as a beacon, guiding internal teams and external stakeholders toward a common goal: deliberately designing high-quality products with lowering environmental impact in mind.
With the Greener by design™ identity in place, we brought the over-arching system to life. Drawing inspiration from nature, we crafted a visually captivating esthetic that embodied the essence of sustainability. We hand-painted gouache circles and designed custom iconography to differentiate each impact area, ensuring that customers could easily identify the environmental benefits of Greener by design products.
The Effect
By unifying the Thermo Fisher Scientific product sustainability efforts under a single, identity, we provided clarity and credibility both internally and externally. Customers now have the tools to make more informed purchasing decisions, confident in the knowledge that products bearing the Greener by design™ label are designed with sustainable intentionality. This not only enhances the Thermo Fisher brand reputation but also propels them towards their ambitious sustainability goals.
Bonfire Effect has been a transformative partner. Their approach in shaping the Greener by design™ program has not only unified our sustainability efforts but has also ignited a sense of purpose and passion within our teams. Now, when our customers see the Greener by design™ label, they know they're getting more than just a product—it's a commitment to a greener, healthier future.
- Lori Graham, Global Communications & Sustainability, Thermo Fisher Scientific