Working with Gensler’s executive directors, practice area leaders, and colleagues in marketing, PR and practice area communications, the firm’s communications team mobilized as a news-gathering organization, surveying and interviewing global experts spread among 20 practice areas around the globe. These individuals are the touchpoints for the firm—engaged both in their local and regional economies and with more than 2,100 active clients, who face the challenges of their businesses in diverse locations across the world. Their first-hand knowledge of global-local trends is a valuable, often-untapped resource. Brief Q&A sidebars in the Design Forecast highlight key issues in design practice while enriching the texture of the publication and maintaining a readable pace.
Dovetailing with the trends is a portfolio of the firm’s best photography, which captures the breadth of Gensler’s design practice and showcases its capacity for innovation. The images are curated for maximum visual and emotional impact and their ability to represent the firm’s diversity and global reach. In addition, related multi-media content was made available to readers online through a mobile phone-based application triggered by digital watermarks embedded strategically in the document. This extended the publication’s shelf life and provided an additional platform for reader interaction.