Brands have different intentions. Some brands want to be flashy, like Balenciaga. Others want to be forever young, like TikTok. In this case, we went for one word: welcoming. Connecting Genetics to Climate works at the interface of genetics and climate change. Sensitive issues, right? They engage with a broad range of audiences — from policy makers to farmers’ associations. For this reason, they wanted a neutral brand, that is welcomed in any forum. In that way, they can engage in useful, productive conversations!