For this project, the client had very extensive guidelines about everything – from typeface to images. But branding that is prescriptive does not always hamper creativity and that’s important to remember. We used standard bar charts for the report design and articles and, by applying all rules we keep in the office drawer marked ‘best practice’, we ensured they were accurate, clear and professional, like everything we do.

Images were critical and we spent a lot of time searching and selecting a large library from which to narrow down and select a final set of thirteen images. These photos not only needed to adhere to the client’s criteria, but also to work as a complete set across the whole campaign. This was harder than it seemed, and required a fair amount of editing to match light effects, colours and composition. The selection also needed to show women who appeared as high-net-worth individuals, and a diverse range of demographics, such as nationality and age.