We used dynamic and famous roofing structures across London as a metaphor for the Munich Re business offer. Along with the image, we provided little insights to the origins of the structures. The use of bold imagery and key statements enables the publication to raise interest amongst its readers. We seeded more functional copy within this narrative, making sure to convey the core values of the business. Due to the nature of the reinsurance business, a lot of the assets shown within the brochure would ultimately be covered by Munich Re. The design concept also neatly dovetailed into the formal publication guidelines that we were directed to work within.