1Introduction: The Blank Canvas and a Powerful Mandate
As a designer, there's a unique thrill when you're handed a project with a truly resonant core idea. This year's CIC Annual Report was one such opportunity. The brief wasn't just about presenting numbers; it was about embodying a philosophy: ''Go for Growth.''
The Challenge: Briefly outline the challenge – to visually translate a powerful, aspirational theme into a tangible, engaging annual report that goes beyond a typical corporate document.
Introducing the Butterfly: "At the heart of this was the butterfly – a symbol rich with meaning. Our task was to weave its story of transformation, resilience, and flourishing potential throughout the report in a way that felt authentic to CIC and inspiring to its audience."
Deconstructing "Go for Growth": Finding the Visual Language
Conceptual Exploration: "My first step, alongside the incredible team at CIC and our creative partners, was to dive deep into what 'Go for Growth' truly signifies for an insurance brand. We weren't just talking about financial growth, but personal, familial, and business evolution."
The Butterfly's Journey as a Narrative Arc: "We saw the butterfly's life cycle as a perfect metaphor for the client journey with CIC:
The Potential (Caterpillar/Egg): The inherent promise and aspirations.
The Protection (Chrysalis): CIC's role in providing security.
The Emergence (Butterfly): The realization of growth and potential.
This narrative became the backbone of our visual storytelling."
This narrative became the backbone of our visual storytelling."
