Striking the balance between luxury and minimalism in the creation of an engaging Environmental and Social Governance (ESG) report.
THE BACKSTORY
Ballymore is a pioneering property developer responsible for some of Europe’s largest regeneration projects. Their commitment to meticulous attention to detail and a bold approach to place-making defines their brand. Our collaboration with them spans various internal and external marketing projects.
THE PROBLEM
Ballymore has a very minimal visual identity. Their colour palette consists of two colours, black and white and high-quality photography as the centrepiece. While this approach has a premium feel, it poses as a challenge for certain materials, potentially appearing unfriendly and unengaging.
THE SOLUTION
The minimal approach was something that we kept in mind, so we took care in expanding their look and feel, maintaining sensitivity to the main brand. We struck a balance between retaining the existing elements and broadening the scope for flexibility in marketing materials.
We honed the typography, broadened the colour palette and developed a consistent graphical approach. Introducing a serifed typeface added typographical intrigue, fostering contrast and enhancing content hierarchy flexibility. Enriching the palette with a warm gold provided a striking complement to the existing black and white, while additional greys softened the starkness. Defined by a linear style, our iconography maintained the premium feel of the brand.
This visual approach extended to creating their ESG report, brochures, presentations, and a suite of award submission templates. We also design their quarterly newsletter – a printed broadsheet distributed to residents within Ballymore developments and staff in offices.
THE RESULTS
The subtle brand development was a success with Ballymore owner, Sean Mulryan even remarking on the ESG report as “the best designed document that we have ever done!”
