Following a major acquisition, Thermo Fisher Scientific faced a unique challenge: uniting two contrasting Business Resource Group (BRG) systems into a cohesive, scalable framework. We developed a future-ready brand identity that not only honored the individuality of each BRG but also embraced a global perspective. This shift reflected the interconnectedness of a diverse, worldwide workforce—now and into the future.
Deliverables
Discovery & Research
Stakeholder Interviews
Brand Visualization
Brand Naming & Hierarchy
Brand Design System
Visual Identity Development
The challenge
Honoring diversity with a cohesive BRG identity
After acquiring a large clinical research company, Thermo Fisher inherited a vibrant but disparate BRG system.
The legacy system offered structural strength but lacked room for self-expression, while the newly acquired BRG system was bold and brimming with personality yet void of cohesive elements. The challenge? Creating a unified brand identity that would support the company’s Diversity & Inclusion vision across nine BRGs, 250 chapters, and 30 countries.
Beyond a simple rebranding, this project required a nuanced approach to capture each BRG’s unique culture while aligning with the Thermo Fisher global brand. Bonfire Effect was tasked with developing a flexible yet consistent system that could grow, evolve, and continually resonate with BRG members worldwide.
The solution
Uniting BRGs with a symbol of strength and connection
In close collaboration with Thermo Fisher Global Brand and DEI leaders, Bonfire Effect led a strategic workshop to capture each BRG’s vision and cultural identity. Using a global survey, our team also gathered actionable insights from BRG leaders on the imagery, colors, and symbols that best represented their communities.
In close collaboration with Thermo Fisher Global Brand and DEI leaders, Bonfire Effect led a strategic workshop to capture each BRG’s vision and cultural identity. Using a global survey, our team also gathered actionable insights from BRG leaders on the imagery, colors, and symbols that best represented their communities.
The final design system centered on a hexagonal emblem—a shape that symbolizes strength and interconnectedness in both science and nature. Every hexagon served as a canvas for each group to express its identity within the broader BRG framework. When displayed together, these emblems formed a powerful mosaic—embodying the company’s commitment to forge global connections and embrace unique perspectives.
The effect
A vibrant vision reimagined
400
employees joined the live presentation of the new system
98%+
positive sentiment from the initial unveiling
9
BRGs across 30 countries, uniquely represented yet cohesively aligned
250
chapters unified under the new BRG identity
We presented the new BRG identity system live to 400 Thermo Fisher employees in 30 different countries.
The response was overwhelmingly favorable. They reacted in real time, with over 98% of the feedback expressing praise for the thoughtful representation of the new system. The Thermo Fisher global team also experienced a renewed sense of pride and connection, embracing the creative work and showing immense support for the redefined BRG system. The new identity resonated deeply across regions and backgrounds, reinforcing the company’s vision of fostering a vibrant and inclusive workforce.
