For its 2015 Annual Report, BlackRock wanted to tell a dynamic two-part story to its investors, clients, and employees: the company is built on a strong foundation, which in turn allows it to anticipate and adapt to continuous change. The report needed to be confidant and attention-grabbing.
Approach
We helped BlackRock develop the theme of "Built For Change" to tell its story. Using bold, energetic typography, we wanted to leverage and evolve BlackRock's brand look-and-feel to convey the notion that BlackRock is building on its foundation to embrace change, boldly looking ahead to both its and its clients' immediate and long-term futures. The report is designed with multiple points of entry for the reader: large takeaways for the skimmer as well as detailed data and infographics for the in-depth reader.
Results
The final report has been greeted with enthusiasm and has become a flagship publication for the company, as both a marketing piece and financial document. It serves as the basis for an ongoing visual evolution of the corporate branding.
