Planning for Profit
Planning for Profit is a research project coordinated by the trade marketing body for the UK's national newsbrands, Newsworks, in conjunction with marketing research entity Benchmarketing. The project sought to prove to the UK marketing and advertising industries just how much profit was being lost on a grand scale by these industries by under-utilising newspapers and their digital counterparts in advertising campaigns. My role as design lead on this project was to create an engaging brand identity for the project itself, as a piece of research owned by Newsworks, including creating 90-page report to coincide with a microsite, presentations and various other collateral. I used striking black and white photography overlaid by warm, yellow typography with heavy text and thin, flow-chart-like lines to connect the different chapters throughout the report, reminiscent of blue-prints and architectural drawings.