07 BRAND & VISUAL IDENTITY GUIDELINES | IMAGERY
Core concept 1 / making connections OVERVIEW
This core imagery concept aims to develop a visual style that inspires, engages and relates to the viewer. We want to see a connection to our people and clients, to the industries we serve and the details that make those industries unique. It includes connections to places around the world in which we have a presence, connections to abstract thought/concepts that embody our messaging, as well as to emotions that can move and inspire. It should be bright, modern, ownable and complementary to our design system. This concept can be categorised into five focus areas:
Business concepts: visuals that communicate a particular concept, captured in a real-time moment.
Locations: places and scenes that connect with the viewer and convey our appreciation and understanding of our clients’ needs and culture.
Feelings and emotions: authentic visuals that exhibit emotion to build deeper connections with both the viewer and our content.
Industry objects relevant to our clients’ business areas: these reflect our understanding and knowledge of our clients’ businesses, increasing their confidence in our industry familiarity and in their relationship with us.
People and conversations: these illustrate our service offerings through theme or metaphor and always include two or more people in a realistic environment.
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