A comprehensive brand identity approach: Brand sound

What does a global agricultural leader sound like?



Syngenta Group, the agricultural technology and innovation company, wanted to augment its brand identity with acoustic elements. With its different business units Syngenta Crop Protection, Syngenta Seeds, ADAMA and Syngenta Group China operating under its umbrella, the company wanted to enrich its global brand experience with its own sound identity.


Globeone accompanied Syngenta Group on its journey of brand sound development. Together with external partners and sound designers, the Group faced the task of creating one or more sound identities that would be attractive to various stakeholders across countries: globally and in China. While globally Syngenta Group stands for a global innovation powerhouse, in China it is perceived as a key local player in modernizing agriculture and technology. In a first step, Globeone undertook a well-founded background research on peers and best practice across the industry to learn more how B2B brands can differentiate through their sound identity and which brand touchpoints make the biggest difference. Then, after aligning on the project scope and goals, Globeone assisted in the process of sound design done by the sound specialists “why do birds” and “Pacific Entertainment Media”.


After having launched its audio branding, Syngenta Group was awarded with the Red Dot Award, one of the most renowned hallmarks of quality granted for outstanding brand / product and communication design. Through the mixture and harmony of different instruments and sounds, the agricultural leader created an acoustic essence of its company’s spirit.

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