Photo shoot • Design for print
The purpose of the Munich Reinsurance General Branch Portrait Brochure is to allow Munich Re’s clients to understand who works in various departments and to give contact details for each person.
After a successful pitch for the brochure, Firedog wanted to inject interest into the brochure. The strategy was to engage the reader and give them a reason to read the brochure and also to hand it on to others. Firedog’s recommendation was to focus on locations within London that illustrated ‘coverage’ – this was a metaphor of how Munich Re covers the interests of their clients. Combining location shoots and stock imagery, each location had informative insights into London many people may not already know, ensuring the brochure offered value to as wide a spectrum of people as possible. To add additional value to the brochure and draw attention to Munich Re’s present activities, Firedog recommended relevant and current topics such as the 2012 Olympics to give true value to the copy. The brochure was given longevity by the use of a pocket that kept the employee information. If this needed to be updated, it was a simple case of replacing an A4 data sheet rather than replacing the entire publication.
The result is a formal yet engaging publication that not only informs the reader of Munich Re’s capabilities, but also about handy little known facts of London’s heritage.