Woven Agency Leeds

ABOUT

The brief
We were approached by Knight Frank, the UK’s leading independent real estate consultancy, to concept and create the look-and-feel for its annual flagship publication, The Wealth Report, and its launch campaign.

Mediums
Digital, print and video.

Concept
Every year, Knight Frank asks a creative team to give the report a theme related to the past twelve months and reflective of what will happen in the next twelve months. For 2022’s issue, they asked us to take the reins, with a brief to achieve stand-out and clarity for external customers and internal colleagues.

Our objective was to encourage internal and external stakeholder engagement by presenting The Wealth Report in a striking way that differed from previous years’ entries, which were largely illustration-based.

The theme had to represent a simple and universal idea that would resonate with its varied global audiences, while being distinct enough from previous iterations to encourage internal stakeholders to sit up and take notice.

At the same time, the look and tone of the creative didn’t want to alienate the high-end audience we were targeting or depart from Knight Frank’s elevated brand aesthetic, so it needed to be refined as well as eye-catching.

Execution
Because it would be produced across print, digital and video, we knew the core idea had to be big, simple and flexible. The crown jewel of the creative campaign would be The Wealth Report’s front cover, but the theme had to be consistent and malleable enough to work as a single tweet.

We wanted The Wealth Report to buck the confusing cultural zeitgeist caused by Brexit and COVID-19 and focus on providing clarity to its audience, both in terms of design and the copy’s tone of voice.

To symbolise this, we used the metaphor of a camera’s viewfinder, which zeroes in on what matters and zones out what doesn’t. This viewfinder was represented as simple squares, graphical devices and a QR code, taking readers directly to the report while drowning out the white noise that typically goes hand-in-hand with this industry.

The result
From a simple idea has come stand-out graphic design used across both the print version of The Wealth Report and its supporting digital campaign.

The Wealth Report’s front cover, in particular, is bold, different and attention-grabbing, to the point where its dark background and tactile foiled texture makes it hard not to pick the report up and leaf through it.

At the same time, the theme of cancelling out the noise has carried through the whole report, from chapter dividers to pull-quotes and data graphicalisations, making it easier to digest and helping readers — as per the campaign’s strapline — ‘Invest their time wisely’.

The flexibility of the core idea means it’s worked equally well across any channel it’s been applied to, including launch invitations (with a headline promise to ‘Discover the world of property in just 30 minutes’), campaign videos that use animation to symbolise the clarity provided by The Wealth Report, and emailers that ask our audience not to spend time, but invest it.

In the end, the integrated campaign covered the following assets:
The Wealth Report (logo, front cover and inside layouts)
Email and email banners
Landing pages
Social posts and profiles
Campaign launch video
Banner ads

MADEIT CREDITS

Annual 2022 ShortlistCreating a picture of wealth for Knight FrankIntegrated Project featured: on 1st May 2022 Pro member:

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Contributor:

Woven Agency has been a Contributor since 30th August 2018.

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Creating a picture of wealth for Knight Frank

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