The agency designed and wrote copy for Bessemer Trust’s 2021 annual report. As always, the report served to distinguish and reinforce Bessemer’s value to clients. In addition, this year’s report needed to convey a sense of optimism as the world began to emerge from the depths of the pandemic, and to reference the firm’s new state-of-the-art headquarters. The theme was “Building for the future.”

The approach weaves together the metaphorical idea of building relationships and the physical building of the new headquarters — both key to Bessemer’s ability to serve client needs today, tomorrow and into the future. The book illustrates how Bessemer welcomes the possibilities the future will bring while managing potential risks.

The copy addresses how continually looking ahead is an essential aspect of building client relationships that last for generations, and of sustaining the business that supports those relationships. Original photography showcases the beautiful new spaces at the New York headquarters, which are modern yet welcoming, as well as featuring Bessemer people at home in the new offices — in portraits as well as “day in the life” shots. By focusing in on architectural details, showing individuals and groups, and combining warmly lit full-color images and screened-back images, the book gives a sense of the headquarters to clients and employees who have yet to visit. The signature brand pattern of interlocking circles provides an additional layer to the design.

The client was extremely happy with the annual report, which garnered appreciation from company leadership. The book is another successful step in the process of building a strong Bessemer visual brand