UKTI needed to create an inward investment brochure series covering three focuses – 2012 Olympic Games, Generic facts and Innovation, to fall under the ‘Be Inspired’ theme. The aim was to engage with the business community and position the UK as the ideal investment location.
Acumen’s approach focused on thought-provoking imagery, using different graphic styles and tonal ranges to create something refreshing that pushed the boundaries established by previous materials, while still being consistent. The design focused on key facts and ensured the visualisation of each fact still resonated with local audiences around the world.
Although direct results are hard to quantify, success so far can be seen in the feedback from UKTI staff around the world. The proof can be seen in the fact that the average weekly order for the ‘Be Inspired’ series is twice that of similar collateral, with orders for over 100 investment events. An audience survey also suggested that 91% believed the series contributed to positive perceptions of the UK, and the same percentage had learnt something new about the UK, while 81% were inspired to find out more.
The DBA Design Effectiveness Awards recognise the return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve.
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