A Blueprint for Responsible Investment
This comprehensive document mapped the company's areas of impact and outlined a list of actions to be taken for the decade spanning 2016-2026. I was asked to design the main report, a microsite and subsequently, to produce an explanatory video and support with the overall marketing campaign culminating at the PRI in Person conference in Berlin, for that year, the 10mt square PRI stand was also branded after the Blueprint project.
The concept
To depict the interconnectedness of the Blueprint's three areas of influence - Educate Responsible Investors in developing Sustainable Markets which in turn, create a Prosperous World for all - I developed a concept inspired by the structure of our planet. This visual metaphor effectively communicated the interdependence and real-world impact of these areas. I am proud to say that this concept received widespread acclaim from clients and internal stakeholders alike, and it continues to be used whenever the Blueprint is referenced.
The report
Our objective was to create a visually engaging and accessible report that departed from the wordy conventions often associated with investment companies.
Leveraging my extensive experience in printing, I began exploring options with our trusted suppliers. After fruitful discussions with a printing company in Kent, we devised an innovative solution—an A4 landscape format with a case binding cardboard cover and lay-flat binding. These choices deviated from our typical portrait, laminated reports, ensuring that the Blueprint report stood out. The cardboard cover guaranteed longevity, the lay-flat binding enhanced accessibility, and the unique orientation provided a distinctive touch.
To elevate the overall presentation, we decided to incorporate a slip case, further enhancing the professionalism and care put into the final product. Naturally, we prioritised the use of FSC-certified paper, aligning with our commitment to sustainability.
Once the format and specifications were finalised, I dove into the design process. Aiming for a fresh, unique and more visual approach, I explored a broader range of color, layouts, and use of evocative images beyond the confines of the PRI brand. After receiving initial design approval, I collaborated with the editor to seamlessly integrate the text and statistics provided.
The Microsite
With the structure and content in place, I began researching suitable templates for the microsite. Leveraging my web certification, I coded the majority of the pages myself. However, when faced with challenges, I sought assistance from a colleague in the PRI Academy team, whose expertise proved invaluable. Following thorough internal testing, I obtained the necessary approvals to launch the microsite.
Visit the Blueprint Microsite
The Blueprint video
Simultaneously, as the book production progressed and the website was finalised, I collaborated with other teams on producing a series of social media cards. Additionally, we partnered with a newly acquired video animation agency to create an explanatory video to be shared with our audience online and at the annual conference in Berlin.
I provided input on the overall structure of the video (PROBLEM >SOLUTION >ACTION), as the aim was to highlight the need for collaborative efforts by the Responsible Investment community, to address pressing global challenges identified by the World Economic Forum, such as climate change, conflict, forced labour, and economic inequality.
The animated style was chosen as it aligns well with explanatory videos, and the vibrant visual style complemented the project's overall design.
#ESGRIDE: Sustainability moving forward
As part of an additional marketing campaign for PRI in Person 2017 and, more broadly, to raise ESG awareness, I proposed organising a cycling ride from London to Berlin, open to both PRI employees and signatories. The experience in event and promotion management gained during my time in a guerrilla marketing agency proved instrumental in delivering this proposal.
Drawing from my previous experience in events, promotion management and guerrilla marketing, I was able to develop a compelling proposal.
I emphasised the campaign's benefits, such as the environmentally friendly nature of cycling, its positive impact on physical and mental health, and the potential for fostering strong bonds among participants. Additionally, PRI already expressed interest in expanding its audience beyond investors to include beneficiaries as well.
Before pitching the idea to my managers, it was crucial to ensure the safety of all participants. To address this concern, I researched and contacted external companies that could assist with organising the ride. I selected pieevents.co.uk, a suitable partner for the envisioned event, who was also awarded B Corps Business Status the highest standard for social and environmental performance, transparency and accountability.
Together, we explored various route options, taking into account factors such as distance, safety, landscapes, and elevations.
