How do you accelerate business growth?
Bridgepoint is a UK-based private equity business whose portfolio includes such well-known brands as Pret a Manger, Wiggle and MotoGP. We designed their 2014 annual review around the simple but powerful theme of “Ideas. Realised” to reflect Bridgepoint’s commitment to both creative thinking and commercial results as a way of helping businesses realise their potential. Targeted at pension funds, asset managers, family offices and insurance companies, the report had to stand out for its design as much as its content.
Our mission was to make clear that Bridgepoint are a significant and growing presence in the private equity sector, with an extraordinary combination of commercial awareness, technical ability and personal qualities that sets them apart. We also wanted to use the two word title format for section headings throughout the document, an approach that would be brisk and business-like yet accessible and jargon-free.
Relying on blocks of body copy to carry the message could have meant a one-dimensional document. Instead we commissioned illustrations of key Bridgepoint individuals to personalise the relevant sections, and created infographics designed to work for non-native speakers. Our use of foil blocking on the cover and beautifully textured Naturalis paper throughout underscored Bridgepoint’s commitment to quality and turned a simple overview of their business into a powerful statement of brand attributes.
The finished Review is a strong and successful piece of corporate reporting. As its role is essentially to inform audiences about recent activity (rather than sell in the usual sense) it isn’t easy to identify hard commercial results. Instead it makes the case for Bridgepoint by stealth – a role it performs perfectly.