We were asked to design and copywrite the BBI 2017 annual report. Before any creative work took place we interviewed the Chairman, CEO, CFO, the group accountant and marketing manager. It was important for us to understand what was driving this successful global organisation. The insight we gained helped us develop an idea that would guide tone of voice and to a degree, creative.
‘Focused growth’ was the common underlying theme driving the business forward. BBI had made significant investment into overseas facilities, the new head office in Wales and its global business development teams. It’s vision and planned actions have placed BBI as a global leader in its field and we wanted the report to reflect this in language and style.
A simple strong cover helped set the graphic tone with the two circles of the logo acting as lenses, a visual metaphor for focusing on the detail inside.
Red, a primary BBI brand colour was heavily used, purposefully so. We wanted BBI to own the colour, more so than ever before. This would reflect the strength and energy of the company and its determination to succeed.
Photography was also part of the plan and considered from the very beginning. We storyboarded every shot alongside every piece of content. Having this level of control and creative freedom across design, copy and imagery has resulted in an annual report that is well balanced and works in perfect harmony.
A technically challenging project but very enjoyable and this was down to working with the great team that is at the heart of BBI. Thank you.