The design concept for the 2016 annual report of Samsung Fire & Marine Insurance conveys the core of the brand “good insurance” by associating it with air because both are invisible but vital. The imagery, which makes it possible to communicate these intangible values, resonates throughout the colour palette as well as through the material of this book. For example, the paper is made out of pulp to reduce weight and is transparent to support the idea of thin air. Furthermore, scents are used to stimulate the olfactory sense. The first part of the book focuses on the brand’s value, while the second part presents information on the company’s annual management.
Samsung Fire & Marine Insurance, Seoul, South Korea
PlusX, Seoul, South Korea
CSR Consulting&Design Studio
Seoul, South Korea