Finsbury Green originally selected Seesaw to create their pivotal Sustainability Report.
When developing the report, the truly collaborative nature of the project allowed everyone in the studio to exercise their creativity, and the result is a highly considered response to the brief. By honing in on the underlying message of the report, we created a document that is, like its client, ‘green from the inside out’. The concept, a five-metre loop that miraculously folds in on itself to create a French-foldesque A4 book. The outside of the loop presents the document contents in an uncluttered, black only layout, while die-cut sections allow glimpses of a lush, rainforest-like illustration.
When you hold the finished report in your hands it appears deceptively unassuming. It is, after all, an A4 report. However we turned this limitation into inspiration, seeing the format as both a challenge and a catalyst to the creative process. They actually turned the ubiquitous A4 book into something surprising.
Since the completion of this first report we have worked with Finsbury on their quarterly magazine ‘Look’ and other printed publications.
“We could tell very early in the process how sensational this was going to look, but it wasn’t until we tested the theory that we really got excited.”
Work completed: creative direction, image making, publication design, annual report.