SYNGENTA
“As a designer it was exactly how I envisioned the final product. We could not be happier. The responsiveness from everyone at Cushing, made us feel welcome & important.”
-Michael Hirschl, Co-Founder & Creative Director, Staghill
Seeds of Change
How did this project come to fruition? Syngenta wanted a complete environmental branding solution for their Global and North American Seeds business. Syngenta is the world #3 in seeds – including row crops, vegetables and flowers.The branding is a mix of decorative privacy film for office conference rooms, canvas prints, and wall decor for the new corporate office. There were two central objectives to the installation:
Keep reading for more information.
CREATIVE CANVAS GRAPHICS AT SYNGENTA - CLICK ANY IMAGE TO SEE LARGER PHOTOS
TOUCH
CANVAS PRINTS INSTALLED IN SYNGENTA CONFERENCE ROOM
CANVAS PRINTS INSTALLED IN SYNGENTA CONFERENCE ROOM
TOUCH
CREATIVE CANVAS PRINTS AT RECEPTION AREA IN SYNGENTA
CREATIVE CANVAS PRINTS AT RECEPTION AREA IN SYNGENTA
TOUCH
SEPARATE PERSPECTIVE OF CANVAS PRINTS AT SYNGENTA
SEPARATE PERSPECTIVE OF CANVAS PRINTS AT SYNGENTA
TOUCH
CANVAS PRINTS SIDE VIEW AT SYNGENTA OFFICE RECEPTION
CANVAS PRINTS SIDE VIEW AT SYNGENTA OFFICE RECEPTION
Design Refresh
Original design concepts felt more appropriate for a corporate law office than agribusiness. Lesley Ferguson White is the Head of Global Communications at Syngenta Seeds and branding project lead:
“While I’m not an interior designer, this was a high stakes project: incredibly visible and it’s hard to know everything about branding construction.” Seeking ideas, and assistance to find the right vendor, she brought on StagHill to shift creative direction. “Syngenta customers are farmers. People who work with soil and seed. The installation had to communicate the right message.”
StagHill’s mood boards presented design concepts with energy and fresh perspective.
“We received good impressions from the Cushing website, which was head and shoulders above the rest we saw. The case studies were strong and comprehensive – it was easy to see Cushing had experience with vinyl canvases and the right production capabilities. Christine was awesome, replying within a half an hour. Others just never replied...”
Long Distance Design
Many Skype calls with Account Manager Christine Fetting and StagHill brought details together. Renderings were reviewed, scope was discussed, and objectives determined.
The interview for this customer spotlight was also completed over Zoom video conferencing!
WALL GRAPHICS INSIDE THE OFFICE - CLICK ANY IMAGE TO SEE LARGER PHOTOS
TOUCH
OFFICE WALL GRAPHICS AT SYNGENTA
OFFICE WALL GRAPHICS AT SYNGENTA
TOUCH
HARVEST WALL GRAPHICS AT SYNGENTA
HARVEST WALL GRAPHICS AT SYNGENTA
TOUCH
WALL GRAPHICS IN
WALL GRAPHICS IN
TOUCH
FRONT VIEW OF HARVEST WALL GRAPHICS AT SYNGENTA
FRONT VIEW OF HARVEST WALL GRAPHICS AT SYNGENTA
Sowing A New Relationship
Researching businesses across the pond, it’s challenging to determine a firm’s reputation, response times or ability to complete work.
“While not a complete unknown, it’s hard to gauge – we needed to know the vendor was hungry for the project, had the resources, and would respond,” says Michael Hirschl, StagHill Creative Director.
The Right Choice
How did Cushing rise above the rest? From a positive online reputation to high-profile client portfolio, there was a track record.
“Responsiveness, friendliness and familiarity; it went beyond a sales pitch,” reflects StagHill’s Creative Director, Michael Hirschl. “Cushing made us feel welcome and important. Talking with Christine gave us confidence. Very quickly the team demonstrated our objectives could be achieved.”
GRAPHICS OUTSIDE SYNGENTA IN ELEVATOR BANK - CLICK ANY IMAGE FOR A LARGER GALLERY
TOUCH
SYNGENTA WALL GRAPHICS IN ELEVATOR BANK
SYNGENTA WALL GRAPHICS IN ELEVATOR BANK
TOUCH
WALL GRAPHICS CLOSE UP OUTSIDE SYNGENTA ENTRANCE
WALL GRAPHICS CLOSE UP OUTSIDE SYNGENTA ENTRANCE
TOUCH
SIDE VIEW OF SYGNENTA OFFICE GRAPHICS NEAR ENTRANCE
SIDE VIEW OF SYGNENTA OFFICE GRAPHICS NEAR ENTRANCE
TOUCH
WALL GRAPHICS WITH CANVAS PRINTS IN BACKGROUND AT SYNGENTA
WALL GRAPHICS WITH CANVAS PRINTS IN BACKGROUND AT SYNGENTA
Creative Commitment
The new direction struck the right balance of energy and vibrance. Concepts reflected Syngenta’s commitment to growers and their connection to earth and agriculture.
“Lesley did not want it to feel corporate. The space had to be contemporary and fit the retro furniture,” says Ian Brownhill, Communications Advisor at StagHill. “She was very keen on making Syngenta customers and team members feel appreciated without being over-the-top.”
Positive Seedback
At Cushing, each project oozes collaboration.
“It was an incredible partnership. When the effort is put in, it’s amazing what can be accomplished and I was really impressed with the teamwork,” says Lesley. “Once we established Cushing would take the project, relationships became a real positive: Cushing knew the site foreman, general contractor – their team had meetings and arranged everything. It was true project management.”
“I would not hesitate recommending Cushing to anyone who needs environmental branding or office graphics. When the effort is put in, it's amazing what can be accomplished. I was really impressed with the teamwork. It was an amazing partnership.”
-Lesley Ferguson White, Former Head of Global Communications, Syngenta
TASTEFUL FILM FOR CONFERENCE ROOM - CLICK ANY IMAGE TO SEE LARGER PHOTOS
TOUCH
ORNATE OFFICE FROSTING AT SYNGENTA
ORNATE OFFICE FROSTING AT SYNGENTA
TOUCH
DETAILED PARTIAL PRIVACY FILM AT SYNGENTA
DETAILED PARTIAL PRIVACY FILM AT SYNGENTA
TOUCH
DECORATIVE OFFICE FROSTING AT SYNGENTA
DECORATIVE OFFICE FROSTING AT SYNGENTA
TOUCH
CLOSE UP OF WINDOW FILM AT SYNGENTA
CLOSE UP OF WINDOW FILM AT SYNGENTA
Project Results
A branded environment that is unique to Syngenta, their brand, and benchmark for future builds. As a result of the successful project at the Chicagoland offices, Cushing together with Staghill were engaged to provide branding solutions at their global R&D site in North Carolina.
A final thought on the installation? Lesley Ferguson White:
“I would not hesitate recommending Cushing to anyone who needs an environmental branding partner.”
Let's Talk About Your Project Needs!
Have an upcoming project or questions on capabilities?
We’d love to hear from you.