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This annual publication, launched in 2013, aims to make our global design firm the go-to source for design trends impacting its clients – a cross-section of the world economy. For 2014, we wanted to make it a faster, more media-friendly read. As an extension of the firm's annual report, it retains that content. We sought to give each its own strong identity and punch.
For 2014, we prefaced the trends section with a "Six Design Meta-trends" introduction designed to interest the media and set up client events and digital-media coverage that accompanied the publication's release. Market sector introductions frame their content with two larger trends. The annual report section telegraphs the firm's dominant position in its markets.
In just two years, the publication has gained a strong client following, attested to by comments that business developers have received and passed along. It has also boosted client engagement: the firm's 46 offices use the design meta-trends to inform trend-and-impact discussions with clients; and a high-level, invitation-only client event this fall will build on it as a theme.