Makhteshim Agan Group (MAI) is the world’s leading manufacturer and distributor of branded off-patent pesticides and the world’s seventh largest company in the global agrochemical sector. Squat’s mission was to brand their “2011 Product & Marketing Global Conference,” aimed at creating an open communication channel between the Israeli headquarters and its global community of manufacturers and distributors. The graphic style needed to correspond with the key theme of the company’s annual report – “The Passion to Lead, The Power to Transform,” as well as the conference’s two base elements, globalization and growth.
Logo creation began with the hexagon shape used in the breakdown of chemical formulations. Though edged rather than round, it can also be viewed as the shape of the world, with all different pieces working in sync. This symbol was sliced and diced into the form of the conference initials, “P” & “M” – as in “Product and Marketing.”
Clean, unhindered growth inspired the prominent use of an effervescent yellow-green, the kind that paints the leaves of lettuce, carrots and other crops that MAI products protect. In fact, the entire color palette, including bright oranges, yellows and pinks, is a visual ode to farming grounds populated with wheat fields, flowers and other produce.
To complement the hexagon logo and the linear, evenly spaced typeface, we crafted a cracked, geometric pattern for universal use. When applied to all collateral and materials, including event invitations, schedules, notebooks, maps tray placements, and stationery, it serves to unify everything, giving all materials the same scientific feel.
Our bold, electric brand presentation was hugely successful in giving MAI a cohesive lens for projecting the mission of the event as well as the essence of the company. They managed to offer attendees an organized overview of their future development, educate on essential issues, and inspire critical discussions through the exchange of perspectives.
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