2023 was our first year working with Blueprint Medicines (Blueprint) on their 2022 Corporate Responsibility Report, and collaborating with Third Economy (3E) as the subject matter experts. Blueprint wasn’t particularly happy with their involvement in the creative process with the previous design team, so our goal for this, their second report, was to ensure access and transparency while building trust by involving them as a collaborator, keeping everyone informed and on task along the way.
Blueprint had a well-conceived set of brand guidelines that featured a key graphic element called the “lens” — essentially, a set of circles and circle segments that could be used interchangeably to create visual interest and focus for photos and facts. As part of building upon the look and feel of the 2021 report, which needed to function as single pages and in spreads, we elevated the use of the lens and brought new thinking to the brand expression. Diagonal lines and tint panels were introduced in a hub and spoke configuration with lens graphics to energize and effectively activate layouts throughout the report. The liberal use of colorful infographics, pull quotes, and factoids allowed casual readers to walk away with top-line messaging. And, key photos were retouched with custom mats to allow their integration with the lens art, in essence embedding their people as “one” with their stated culture and values.
The Blueprint team expressed great satisfaction with both the process and the finished product.