Symyx Technologies is a pioneer of high speed combinatorial technologies for revolutionizing the discovery of new materials. The company’s proprietary technologies — including instruments, software and methods — enable it to generate hundreds to thousands of unique materials at a time and screen those materials rapidly and automatically for desired properties.
Corporate identity: original photographic art campaign, collateral
EDJ 2 Edge founder Eileen Turner won accolades for her cutting-edge high tech photography campaign which transformed Symyx technology into exhibit-quality abstract art. Ms. Turner created and art directed an innovative corporate identity by using the company's own technology – which in turn became a "corporate culture" that was used everywhere, from the physical space to online properties to printed material. Over 10 years, Symyx collateral and websites were consistently created and updated from this comprehensive original art program based on the company’s unique technology offering.
This corporate identity and culture was highly valued by both management and employees; the campaign became so successful that scientists and engineers would vie to have their next inventions included in each generation of visuals. Hundreds of abstract images were created, characterized by vibrant color and a high degree of abstraction, which was created by innovative use of lens angle, lighting, and proximity to subject. The artistic renderings of Symyx’s technology, ranging from individual components to complete robots, were used year after year in annual reports and other marketing collateral, and adorned the walls of three different corporate sites, complementing the bright colors of Symyx’s interior spaces, creating a true “brandscape” before it was even a term. Most importantly, the Symyx campaign was branding at its best, creating a strong sense of company pride among employees.