During the concept development stage of the campaign, I came up with three design concepts and presented how each could have its own photography treatment style, colour palette, quote cards and charts and mocked up how all those elements could come together on the website.
CONCEPT 1
The first concept was built around the icons representing each of the three investment themes: Empowering People, Revitalising Healthcare, and Building a Sustainable Planet. Rather than using them purely as decorative elements, the icons became framing devices, cropping and shaping the photography to create a direct visual link between each shape and the theme it represents.
Looking for a way to treat the secondary images and the photos for the portfolio companies, I used the shapes to create a pattern for each theme that I could then apply on top of the images, based on the size, content and orientation. I wanted to not only use it as an image treatment but also as a device to add visual interest on the page.
CONCEPT 2
The second concept was based on an image-led approach, with photography doing the heavy lifting in communicating the three themes. It required extensive image research to find pictures that captured the essence of each one, paired with a bespoke colour treatment that gave every theme its own distinct visual identity. That same treatment was then extended to the supporting and portfolio company imagery, creating a consistent look across the full range of assets.
CONCEPT 3
The third concept brought typography into the mix as a core design element. Going big and bold, the theme name becomes part of the composition itself, grounded by a solid colour background that introduces each theme's identity. For the supporting imagery, the same logic was carried through without the type: blocks of colour placed in dialogue with each photograph, anchoring each image to the wider visual system.
