Bridgepoint is one Europe’s most respected private equity companies. Impressed by our work on the previous year’s Annual Review, they commissioned us to create the 2015 version. Our goal was to show how Bridgepoint’s small number of highly integrated, expert teams differentiated them from their competitors. This structure enabled them to connect ideas and capital in a way that builds stronger businesses with real potential for growth.
A fresh perspective
We wanted to give readers a new insight into Bridgepoint that was informative, inspiring and reassuring. Working with key individuals within the business we decided that the most effective way to meet this challenge was to build the Review around profiles of their six key areas of expertise – media and technology, consumer, healthcare, business services, financial services and manufacturing. Crucially, as well as profiling these six individual areas of expertise we would also show their close integration and shared purpose.
Eye-catching and appropriate
We made sure the document had a strong visual identity that would help it stand out in the conservative world of equity management. To achieve this we art directed top photographers Richard Moran and Lindsay Broadley during shoots at Bridgepoint’s London and Paris offices, and commissioned illustrations in a bold, contemporary style that captured different aspects of Bridgepoint’s business model. With a vibrant colour palette and carefully crafted copy, the final report felt more than the sum of its parts.
Not business as usual
Focusing on Bridgepoint’s six areas of expertise was the key to the report’s success. This approach gave us the opportunity to highlight both specific skills and the depth of their interconnection. Bridgepoint themselves are delighted with the result, particularly the fact that it presents them as an organisation that never settles for 'business as usual'.