The Department of Plant Sciences at the University of Cambridge commissioned Smith graphic design agency to produce a set or 'family' of logos for a network of inter-related plant science organisations and initiatives in synthetic biology. Following an indepth analysis, audit and rationalisation of all the inter-related educational initiatives and organisations, an organisational structure which simply divided into two main groups - OpenPlant and SynBio SRI was decided on. OpenPlant is a more commercially focussed joint-initiative between the University of Cambridge, the John Innes Centre and the Earlham Institute. SynBio SRI was a more academically and inwardly focussed Cambridge University departmental series of initiatives.

From there, Smith then designed two new 'parent' logo designs for OpenPlant and SynBio, each sharing the same visual components. Each identity drew from a common colour and font palette - used to create a family feel across the new identities. Smith graphic design agency then produced a family of 'child' variant logos - one for each of the sub-divisional organisations. An online visual identity guidelines manual was produced showing how users could use the new logo designs.