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home \ work \ business to business \ Lumley profile
Q: HOW DO YOU MAKE THE SUBJECT OF INSURANCE A REAL PAGE TURNER?
ANGLE: LET THE READER UNCOVER lumley, not just words and pictures
Following their recent rebrand, Lumley needed a corporate level document to clearly tell their story, explain their points of difference and to showcase the new brand.
The concept of 'uncover Lumley' inspired the design of this large format brochure which uses see through red interleaves to great effect. Each red page acts as a filter, hiding and revealing hidden bits of copy or imagery as they are turned.
The result is an informative read form cover to cover that sets Lumley apart through the use of visual wit and 'expert ease'.
Project completed with Maxim, Auckland.
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Lumley profile
Insurance is all about cover
and the single word title on Lumley's large format profile clearly spells that out. But you soon discover that there's so much more to learn about this well known insurance company as you turn the pages.
Uncover Lumley
Turning the outer flyleaf reveals the full title of the profile 'Uncover Lumley.' The yellow copy is filtered out by the red flyleaf; a technique used throughout the brochure.
Does common sense prevail?
You've probably seen a common sense approach to business before...
Uncommon sense is unique to Lumley
...but uncommon sense is a much rarer skill. One that helps to differentiate Lumley from its competitors.
Expert ease
When explaning to people what it's like to do business with Lumley, one phrase comes to mind. Expert ease is a stong reflection of the brand proposition, 'More than.'
Meeting of minds
Lumley is a values-led organisation. Everyone understands what makes the company tick and what clients need from them.
What's on the board?
Turning the red flyleaf reveals some key business drivers
that have been written on the whiteboard in the background
of the photo.