./PRI’s 10y anniversary & Blueprint./

The extensive design and production process spanned over 18 months and consisted of two consequential sub-projects: the UN-Supported Principles for Responsible Investment's 10th anniversary celebration in 2016 and its Blueprint for Responsible Investment in 2017.

 

The challenge

As the sole designer for the PRI, it was an incredible responsibility, but I saw it as a further chance to prove my worth. Given that it was an additional project to our usual operations, it required an even higher level of organisation to ensure seamless collaboration among all parties involved and the timely delivery of a truly memorable experience.

The solution

I collaborated closely with my manager, the Head of Communications, and other internal stakeholders to map out the project's requirements and determine which aspects could be handled in-house. For external requirements, such as timing and costs, I liaised with reputable suppliers and agencies to ensure smooth coordination.

The result

The culmination of our collective efforts left everyone involved extremely pleased. The project required a tremendous amount of coordination across numerous activities, but witnessing everything come together was immensely gratifying. Through our efforts we elevated PRI's reputation as the world-leading proponent for responsible investment and set a remarkable example for others to follow.

To set the tone for the year-long celebration, I initiated the design process by creating a distinct logo and visual identity that could be applied consistently across various channels, both in print and digital.

Throughout the project, I maintained a close working relationship with the external agency. I am delighted with how effectively I managed our partnership, as I provided constant support and constructive feedback. By offering compliments and pushing them to deliver their best work, we fostered a highly productive atmosphere. As a result of our collaborative efforts, we achieved the remarkable feat of delivering the final project ahead of schedule. This accomplishment left both me and the agency thrilled with the outcome. They commended me for my positive attitude, meticulous planning, clear communication, and in-depth knowledge of the project's requirements.

Concurrently, as the microsite development progressed, as part of marketing campaign, we produced a compelling video, titled "The Challenge", urging our members to publicly renew their commitment to the PRI's six principles, therefore reaching the wider public (beneficiaries) worldwide. Our goal was to emphasise responsible investment as the foundation of corporate and market practices. .

Throughout the video's creation, I collaborated with our production company and managers to develop a script and oversee the three-day shoot held in a London studio. Despite some challenges, such as certain ESG experts feeling uneasy in front of the camera and the need to review our casting choices on the go, we successfully crafted a compelling video that resonated with our target audience. Numerous clients embraced our challenge and proudly displayed the video on their websites.

In addition to the marketing campaigns, I supported the team by designing promotional materials for the half-day events hosted in London and New York and for our Annual conference in Singapore, from designing adverts published on the Financial Times and other prestigious publications, to branding for the venue itself. To encourage engagement and gather feedback, we introduced the hashtag #PRIat10, inviting past, present, and future clients to share their thoughts and visions for PRI in the next decade.

See more about the events

London New York Singapore

As part of the overall campaign, I supervised video shootings of key client in London, New York, and Tokyo, talking about the next challenges for Responsible Investment and the PRI. The video was shown at the 2016 conference in Singapore video as well as the half day events on London and New York.

Ensuring consistency in the final video was crucial, but we encountered quality issues with the Japanese team's footage. To overcome this, I personally travelled to Japan to manage and supervise the shooting, hiring a local bilingual production company for support.

This was a new challenge for me as I never found myself in this position before, but the experience was both enlightening and extremely gratifying, as I found myself liaising with very influential CEOs. I received praises from both the PRI and the interviewees for how the shooting was handled and I am grateful for the opportunity and the trust PRI placed in me.

Building upon insights gathered during the 10-year project and consultation phase, the PRI moved onto the next project - the creation of The Blueprint for Responsible Investment. In close consultation with our signatory base and external consultants, this comprehensive document mapped the company's areas of impact and outlined a list of actions to be taken for the decade spanning 2016-2026. 

Given the success of the 10y anniversary project, I was asked to design the main report, a microsite and subsequently, to produce an explanatory video and support with the overall marketing campaign culminating at the PRI in Person conference in Berlin, for that year, the 10mt square PRI stand was also branded after the Blueprint project.

The challenge

Designing the main report, developing a microsite, and producing an explanatory video posed several significant challenges. Firstly, the design and format had to distinguish themselves from our current publication suite. Additionally, there were constraints in terms of time and budget available for the project.

The Solution

Working alongside my manager, we devised a structured plan to overcome these challenges while ensuring the delivery of a high-quality, enduring product. To save costs, I proposed building the microsite in-house, using a pre-paid template as a starting point. The majority of the budget was allocated to producing the report itself, as it would serve as a tangible gift for signatories and conference attendees in Berlin.

The Result

The results of the Blueprint project were met with widespread satisfaction. The book garnered multiple accolades, particularly from the CEO, who commended the layout and overall presentation. The video and microsite also received very positive feedback, with appreciation for my dedication, adaptability, perseverance, and collaborative skills.

The concept

To depict the interconnectedness of the Blueprint's three areas of influence - Educate Responsible Investors in developing Sustainable Markets which in turn, create a Prosperous World for all - I developed a concept inspired by the structure of our planet. This visual metaphor effectively communicated the interdependence and real-world impact of these areas. I am proud to say that this concept received widespread acclaim from clients and internal stakeholders alike, and it continues to be used whenever the Blueprint is referenced.

The report

Our objective was to create a visually engaging and accessible report that departed from the wordy conventions often associated with investment companies. 

Leveraging my extensive experience in printing, I began exploring options with our trusted suppliers. After fruitful discussions with a printing company in Kent, we devised an innovative solution—an A4 landscape format with a case binding cardboard cover and lay-flat binding. These choices deviated from our typical portrait, laminated reports, ensuring that the Blueprint report stood out. The cardboard cover guaranteed longevity, the lay-flat binding enhanced accessibility, and the unique orientation provided a distinctive touch.

To elevate the overall presentation, we decided to incorporate a slip case, further enhancing the professionalism and care put into the final product. Naturally, we prioritised the use of FSC-certified paper, aligning with our commitment to sustainability.

Once the format and specifications were finalised, I dove into the design process. Aiming for a fresh, unique and more visual approach, I explored a broader range of colour,  layouts, and use of evocative images beyond the confines of the PRI brand. After receiving initial design approval, I collaborated with the editor to seamlessly integrate the text and statistics provided. 

Dowload the Blueprint Report

The Microsite

With the structure and content in place, I began researching suitable templates for the microsite. Leveraging my web certification, I coded the majority of the pages myself. However, when faced with challenges, I sought assistance from a colleague in the PRI Academy team, whose expertise proved invaluable. Following thorough internal testing, I obtained the necessary approvals to launch the microsite.

Visit the Blueprint Microsite

Marketing Campaigns

The Blueprint video

Simultaneously, as the book production progressed and the website was finalised, I collaborated with other teams on producing a series of social media cards. Additionally, we partnered with a newly acquired video animation agency to create an explanatory video to be shared with our audience online and at the annual conference in Berlin.

I provided input on the overall structure of the video (PROBLEM >SOLUTION >ACTION), as the aim was to highlight the need for collaborative efforts by the Responsible Investment community, to address pressing global challenges identified by the World Economic Forum, such as climate change, conflict, forced labour, and economic inequality.

The animated style was chosen as it aligns well with explanatory videos, and the vibrant visual style complemented the project's overall design.

A pivotal component of our campaign was the introduction of the hashtag #PRIBlueprint. This hashtag was widely used throughout 2016 and 2017 to spread awareness and encourage signatory commitment to collaborate with the PRI in achieving its mission for a sustainable financial system.

The Blueprint was the key theme for PRI in Person 2017 stand

#ESGRIDE: Sustainability moving forward

As part of an additional marketing campaign for PRI in Person 2017 and, more broadly, to raise ESG awareness, I proposed organising a cycling ride from London to Berlin, open to both PRI employees and signatories. The experience in event and promotion management gained during my time in a guerrilla marketing agency proved instrumental in delivering this proposal.

The idea originated from discussions with my PRI colleagues, who had mentioned the idea of cycling to the conference venue in Germany. Being passionate cyclists themselves, they saw it as an opportunity to experience some of Europe's most iconic cycling stages. Coming from a family of avid cyclists myself, I saw this as an opportunity to honour them, in my own way.

Recognising the potential of the concept to promote the PRI's mission on a larger scale, I began developing it further. With that year’s hosting city conveniently located a few hundred kilometres from the PRI's headquarters, I saw this an a unique opportunity.

Drawing from my previous experience in events, promotion management and guerrilla marketing, I was able to develop a compelling proposal.

I emphasised the campaign's benefits, such as the environmentally friendly nature of cycling, its positive impact on physical and mental health, and the potential for fostering strong bonds among participants. Additionally, PRI already expressed interest in expanding its audience beyond investors to include beneficiaries as well.

Before pitching the idea to my managers, it was crucial to ensure the safety of all participants. To address this concern, I researched and contacted external companies that could assist with organising the ride. I selected pieevents.co.uk, a suitable partner for the envisioned event, who was also awarded B Corps Business Status the highest standard for social and environmental performance, transparency and accountability.

Together, we explored various route options, taking into account factors such as distance, safety, landscapes, and elevations.

Simultaneously, I worked on marketing collaterals to support the initiative. One of the first steps was creating personalised jerseys, which would serve as a visible representation of the campaign and also act as mementos for participants. I proposed using the dedicated hashtag #ESGRIDE with the tagline: 'Sustainability moving forward', to connect all campaign elements, highlighting its potential for broader use beyond the event itself.

Additionally, I suggested documenting the ride through a video blog, with an on-site dedicated team media team documenting key aspects of the event, this will allow a wider audience to follow the journey through social media platforms and other media.

Dowload the proposal

The outcome

While the majority of the organisation saw the value in engaging with a wider audience through this initiative, some from the initial group that sparked the idea preferred to keep it as a private adventure among colleagues.

Although I was initially surprised by the outcome, I received numerous praise for my creativity, research skills, and ability to pitch the idea effectively and professionally.

A lesson learned for me to focus more on internal buy-ins during the early stages of the process.