REL Consultancy Group conduct an annual global working capital benchmarking survey, in partnership with CFO magazine.
Firedog was challenged to produce a personalised direct mail piece for the US, UK, French and German markets. The mailer needed to announce the sector specific results of the survey to the recipient and generate sales leads through increased website traffic. The mailer needed to speak to both high and lower value potential clients in a single execution.
Firedog were given full creative license on the design – as a special international project, the report did not need to conform to standard identity guidelines. Instead, new design concepts were explored to communicate the project’s recommendations on flood defense, risk management and communication. A graphic ribbon device resembling the flow of water won the rounds of concept development – it conveyed a sense of controlled water movement at the same time as adding continuity to the layout. Firedog were also placed in charge of image manipulation and copy editing to ensure a good read.