The 94-year old Monsanto Company wanted to shed its image as giant chemical maker and re-engineer itself as a kinder, gentler "Life Sciences" start-up. It was the task of the designers to create a thematic scheme that would allow an effective design solution of essential elements such as visibility, legibility, and flexibility, all without compromising creativity. The goal was to create a wayfinding communication system that would give information to others and get people where they want to go while presenting a meaningful interpretation of identity. In the Incubator building, where products are analyzed and tested in company laboratories, this new corporate image is reflected in the use of a whimsical design for the environmental graphics throughout the facility. These graphics and displays cause employees and visitors to "download" a sense of creativity and innovation about Monsanto, thus aligning them with their new "environmental friendly" corporate image.