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05. Imagery

04 Apr 2016 by Brian Slade

Creative Director, Brian Slade, concludes his review of Insight's body of work over the 2015 annual reporting season. In the last in this series, we take a look at how a picture can say quite a bit. As designers, we...

Investor Communications
05. imagery brian slade

creative director, brian slade, concludes his review of insight's body of work over the 2015 annual reporting season.

in the last in this series, we take a look at how a picture can say quite a bit.

as designers, we use imagery a lot right? it obviously ranges from the well considered, art-directed, idea-based to the sometimes not so much! personally i like to encourage clients to allow us to generate their own imagery, but image libraries have come a long way and definitely can play their part.

precinct decided to go very low key with their report this year, but all it took was the inclusion of one hero image to set the document up to be more than the simple mandatory regulatory document. 

 

fletcher building fully embraced our art-directed, direct-to-camera approach to show the scale and scope of their operations. with a good mix of detailed ambient imagery and site specific images the reports are high impact and engaging.

 

a clever use of metaphor imagery was used in this spread for auckland international airport… simple but effective integration and play with the type and messaging.

 

stock photography that worked well in my view was used on the vital healthcare property trust investor newsletter update. a touch of humour, and it mixed well with the overall graphic direction of this year's report.

 

the final word goes to the sanford team, the last of this season's reports. with a theme of ‘salt in our veins’ connecting sanford's genuine passion and resolve to achieve a sustainable future, we worked with lush and beauftifully executed ‘brand’ imagery supplied by a third party.

 

thanks for reading this far… let me know what you think of these creative projects and this review of our reports.

2015 annual reporting season review - imagery

04. Graphics

15 Mar 2016 by Brian Slade

Creative Director, Brian Slade, reviews aspects of Insight's body of work over the 2015 annual reporting season. As designers, it’s what we do. The definition of graphics, from the Greek graphikos, is ‘something...

Investor Communications
04. graphics brian slade

creative director, brian slade, reviews aspects of insight's body of work over the 2015 annual reporting season.

as designers, it’s what we do. the definition of graphics, from the greek graphikos, is ‘something written e.g. autograph, visual images or designs on some surface, such as a wall, canvas, screen, paper or stone to inform, illustrate, or entertain…'

vital is a great example of the use of graphics combined with the overall message to communicate with a very positive effect. the target device works well to keep on giving, used on a few spreads and as a cover for the shareholder newsletter - simple, clear and effective.



nati whatua o orakei has this delightful spread in it: a timeline that is a real pleasure to look at. aesthetics are crucial in delivering strong graphics and this spread is confident, bold and assured. giving me a sense that what i’m looking at is controlled and purposeful. i think this is a real win for the report.



in a previous post in this series, we looked at the deconstructed typography in stand children’s services report this year. however this report also illustrates how type can be treated as a graphic element to help tell the story. each deconstructed typo’graphic’ element was balanced and considered in relationship to the image on the spread and the accompanying text.



a strong part of our ports of auckland identity tool kit is the set of icons we use to illustrate the volumes and diversity that come across its wharves each year… 28,349 tonnes of tractors… and how many tonnes of bananas do you think?



steadfast threw up its challenges this year. we were required to explore a very high number of cover options. it was finally resolved with this well-executed graphic cover that draws from the logo shape to house a diverse range of staff and customers linked through the client's logo.



we’ve been working with transpower to graphically illustrate how they are connecting new zealanders through the use of an illustrative image. we’ve been able to use this graphic flexibly across the reports to give the appearance of change without the base document elements changing. this has  allowed for economic production and efficiencies.



if you’ve read this far congratulations… let me know what you think of these creative projects and keep an eye out for the last powerful annual reporting results 05. imagery.

2015 annual reporting season review - graphics

03. Colour

26 Feb 2016 by Brian Slade

Creative Director, Brian Slade, reviews aspects of Insight's body of work over the 2015 annual reporting season. A highly emotive aspect to all graphic communications and subject to trends and association, colour...

Investor Communications
03. colour brian slade

creative director, brian slade, reviews aspects of insight's body of work over the 2015 annual reporting season.

a highly emotive aspect to all graphic communications and subject to trends and association, colour throws up challenges that can scare even the most battle-hardened of designers and be an ‘aladdin’s cave’ for others.

ngati whatua’s three reports rely on strong colours to distinguish between them, ochre, blood red and green with a healthy dollop of black. this primary colour palette supported by desaturated and well graded full colour imagery has developed over the past three years, creating a very solid and consistent look and feel.

 

if you're after a colour fest, stand children’s services' report takes it to the next level. the first 27 pages are uncompromisingly full-on colour, multiplied over full colour images that were delicately image-worked to create subtle depth. a brand full of colour, this document is colour central.

 

soft and muted tones support nz super fund's visual identity. excellently executed, this year's report creates a sense of calm, organisation and thoughtfulness. colour tabbing is cleverly used on the leading edges of the pages to aid navigation between the multitude of financials.

 

vital’s two primary support colours are used really well in this report to focus the viewer on the graphic message. strong use of ‘controlled’ white space guides you and helps focus the eye on the target. this report feels clean, fresh and clinical.

 

there are generally two ways to ‘own’ colour in a visual identity. either minimise its use within a communication, using supportive neutral colours for it to be projected off, or minimise the use of other colours in the palette and use it boldly. this year for ports of auckland, we pulled back on the colour usage with a few notable exceptions on the infographics pages, restraining the report to only a couple of colours.

if you’ve read this far, congratulations… let us know what you think of these creative projects and keep an eye out for powerful annual reporting results 04. graphics, coming soon.

2015 annual reporting season review - colour

02. Typography

22 Feb 2016 by Brian Slade

Creative Director, Brian Slade, reviews aspects of Insight's body of work over the 2015 annual reporting season. Typography remains a powerful weapon for any designer to wield in their creative work. In the last few...

Investor Communications
02. typography brian slade

creative director, brian slade, reviews aspects of insight's body of work over the 2015 annual reporting season.

typography remains a powerful weapon for any designer to wield in their creative work. in the last few months of 2015, the design team showed their skills and passions to good effect.

david storey and natalie moinfar created a new headline font for nati whatua’s three reports. completely bespoke, this hand crafted font has an authenticity and freshness that uses three parallel lines working in harmony to depict the three areas the iwi are focussed on: governance through the trust; social wellbeing for whai maia; and commercial profitability for whai rawa.

 

building on the strong visual identity we created for esr, we had the opportunity to showcase its flexibility by creating a type face for their internal team to implement across their report. robust and strong it is powerfully used on the cover and used as initial caps within the document. it seamlessly ties esr’s graphic language to this year's core message.

 

deconstructed type was used to communicate this year's message in stand children’s services report. fragmentation within the sector is tackled head on with the typography building to the rally cry of ’stand up’. secondary messages of stand strong, stand with purpose, stand with courage, stand as one etc… complement this narrative.

 

without introducing anything new to the identity guidelines, we created an adaptation of transpower’s corporate font trade gothic. a simple outlining and inlaid chevron created a contemporary and lighter weight version of the typeface that is used as a display face on high level communications.

 

finally, it’s not all simply about adding more to create impact. edwin hooper’s mastery of white space, scale and expert detailing in fletcher building's report this year showcased the very best of balance. he has managed to create a compelling and engaging feel with the use of font weights and the introduction of a stencil display font fit for purpose.

 

if you’ve read this far, congratulations… let us know what you think of these creative projects and keep an eye out for powerful annual reporting results 03. colour, coming soon.

2015 annual reporting season review - typography

01. Messaging

19 Jan 2016 by Brian Slade

Creative Director, Brian Slade , reviews aspects of Insight's body of work over the 2015 annual reporting season. Meet Lulu and Rufus/  Over the past six months, in one of our busiest periods, we’ve managed...

Investor Communications
01. messaging brian slade

creative director, brian slade, reviews aspects of insight's body of work over the 2015 annual reporting season.

meet lulu and rufus/ over the past six months, in one of our busiest periods, we’ve managed to create some really powerful work. one of the key aspects for the reports we do is the messages they communicate.

some of the highlights for me this year included the very ‘real family’ used to illustrate the human reason for being for nz super fund. beautifully balanced in this massive document is the narrative of lulu, rufus (the dog), dean and tamara that we created. large format imagery powerfully punctuates the document and pullouts help substantiate the long game perspective that epitomises the very ethos of nz super fund.
 
 
 
vector boldly used their electric vehicle (evs) initiative to illustrate their strategic aim of transforming the business by creating a new energy future, by leveraging new technologies. the message was directly extracted from their new vision. each initiative that feeds into this overarching concept is supported by ‘pop up’ iconography and short hand messaging. easy to skim read and extract key messages.

 
we created ‘we are here’ to cleverly play on mighty river power’s maturing and ‘arrival’ as a publicly listed company, while also clearly positioning them in the heartland of new zealand, focusing on our natural renewable energy resources. this message of ‘we are…’ was picked up for the chairperson’s message to deliver an affirming foundational message and also followed up through focusing on sponsorship and evs.

 
the creative for new client, fletcher building, built on a values and messaging initiative that they had implemented internally. the messaging idea was given extra authenticity by having the workforce themselves articulate fletcher's values and proposition. delicately executed, this report and review is deep and rich.

 
finally, spark took three spreads and the cover to mark their territory and clearly inform the reader what they are about. human benefits and warm fuzzies are depicted as technologies expand into every corner of our lives, accompanied by an affirmingly positive ‘on track’ message.

 
if you’ve read this far, congratulations… and keep an eye out for powerful annual reporting results 02. typography.
messaging, annual report

30-30-30, the EBOS journey

14 Oct 2014 by Brian Slade

EBOS are on a journey that sees them embarking on a very new chapter this year with a change of leadership. Last year's best awards finalist ‘combined’ report was split into two documents this year. The strong...

Investor Communications
30-30-30, the ebos journey brian slade

ebos are on a journey that sees them embarking on a very new chapter this year with a change of leadership. last year's best awards finalist ‘combined’ report was split into two documents this year. the strong story-telling shareholder review assures shareholders of sound planning around this leadership tranistion, by looking at 30 years of consistent and diversified growth, 30 months of leadership evolution and how the next 30 years begins. the second document is the 'compliance' annual report that provides full disclosure for the audiences that seek this.

ebos, annual report, shareholder review

Vital/ creating capacity to meet demand

09 Oct 2014 by Brian Slade

With a clear eye on future trends within the healthcare sector, this year's annual report focuses on Vital's effective strategies to meet the demand with a strong clear message: Cause/Effect. In line with their visual...

Investor Communications
vital/ creating capacity to meet demand brian slade

with a clear eye on future trends within the healthcare sector, this year's annual report focuses on vital's effective strategies to meet the demand with a strong clear message: cause/effect. in line with their visual identity, the bold graphic execution is a signal of confidence in their strategic direction and top line messaging.

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