For 17 years, Knight Frank’s industry-defining Wealth Report has been a print-only deal, but in recently they decided their flagship annual publication should also go digital.
We’re an agency that fuses high-end branding concepts with digital execution, so when they asked to create the concept, design and cross-channel launch campaign for this groundbreaking report, we jumped at the chance.
We wanted The Wealth Report to buck the confusing cultural zeitgeist caused by Brexit and COVID-19 and focus on providing clarity to its audience.
We used the metaphor of a camera’s viewfinder, which zeroes in on what matters and zones out what doesn’t. We represented this viewfinder as simple squares, graphical devices and a QR code, taking readers directly to the report while cutting through the noise with crystal clear insights and advice.
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“A huge thank you to Woven for your energy, creativity and guidance in putting this year’s design concept together — it’s been great working with you all.”
Lauren Haasz — Associate Residential Marketing Manager, Knight Frank
From a simple idea came stand-out design used across both the print version of The Wealth Report and its supporting digital campaign, from landing pages and banner ads to invitations and podcast designs.
The Wealth Report’s front cover, in particular, is bold and attention-grabbing — its dark background and tactile foiled texture makes it hard not to pick the report up and leaf through it.
At the same time, the theme of cancelling out the noise has carried through the report, from chapter dividers to pull-quotes, making it easier to digest and helping readers — as per the campaign’s strapline — invest their time wisely.
The ‘noise-cancelling’ theme was used in everything from an internal comms strategy and external go-to-market plan to email, social media and many other channels across paid, owned and earned media — including the animated brand video above, created for The Wealth Report’s launch.