When I first worked on The Economist I wanted to change it.They had a distinctive asset – flat red, and I thought we could cut and reshape it into various new campaigns every quarter.I’d worked on Nike and seen how each new burst of posters looked different, fresh, but the distinctive type style and graphics meant they held together as a campaign. still held together as aThe first was going to be this bunch.Maybe the next burst will be red silhouettes or red shapes like stars, triangles and oblongs, or etc.Replacing the all red.But, for reasons, that ended up being over-ruled and David’s gift to the agency’ the red campaign, continued as was – all red.

Not necessarily a bad decision.A shame though, as I liked the idea of owning a colour and changing and expanding out its graphic use with each new campaign.But a seed was planted.A decade later I got a brief for a new company that was investing in green projects; Abundance Investments.They didn’t have a big production budget, Nadav Kander pictures were out, graphics were in.If we are going to go graphic they needed to own a colour.But what?Most are taken and they aren’t making new ones.It would have to represent Abundances vibe – which is green, positive, utilitarian and non-corporate.First, anyone with green leanings use green.Seemed a bit obvious.Most financial institutions are blue, often dark.Orange felt positive but it was owned by Orange, the phone network.In the end pink was chosen.

1^st YEAR CROSS-TRACKS:

1st YEAR 48 Sheets.

YEAR 2: Heads.

3^rd YEAR: Icons.

In-situ.

Weird experiment.

4^th YEAR: Venn.

In-situ.

5^th YEAR:

In situ.

6^th YEAR: