For the past few years, we’ve enjoyed a long, successful relationship with Pacific Life, resulting in some of our favorite report-related work. And this year, we’re at it again. As our relationship has grown, the team at Pacific Life has increasingly relied on us to enhance their storytelling —experimenting with new and creative ways to tell their stories to their members. Since our offices are nearby to each other, our teams enjoy the added value of in-person collaboration, brainstorms, and creative pitching. This year we had a new challenge:

Position Pacific Life as a dynamic, lively company within the confines of more conservative brand perceptions and guidelines.

Challenges

Show Pacific Life’s iconic whale in a new way, without sacrificing it’s credibility.

Organize and accommodate feedback across various stakeholder departments, teams, and points of contact.

Rapidly iterate on constantly updated content and data.

Our Inspiration

In order to create a dynamic aesthetic that represented the values of Pacific Life we pulled inspiration from two contrasting sources.

Wave

The Ocean

  • Waves
  • Motion
  • Blue
  • Organic
Traditional Design

Traditional Design

  • Sophistication
  • Structure
  • High Contrast
  • Clean

Our Approach

The Wave Motif

We experimented with various paints, brushes, and surfaces in order to create the perfect wave that would later be combined with the photography throughout the annual report. Ultimately, we found that using Liquitex acrylic paint on Grafix acetate paper gave us the vibrant colors and clearly defined brush strokes that we were looking for.

Brush Strokes

Typography

Franklin Gothic, a humanist san serif, was chosen for its balance of structure and friendliness. We chose Bodoni because the contrast of its thick and thin strokes matched the rhythm of the wave motif.

Franklin Gothic typeface Bodoni typeface

The Colors

We looked at photography of aquatic life to create a color scheme that reflected the vibrancy and depth of the ocean.

CMYK
100 85 38 30
RGB
0 51 91
HEX
00315B
CMYK
84 41 5 0
RGB
5 128 188
HEX
0580BC
CMYK
58 18 6 0
RGB
101 173 212
HEX
65ADD4
CMYK
20 4 3 0
RGB
200 224 237
HEX
C8E0ED
CMYK
0 41 98 0
RGB
249 163 29
HEX
F9A31D
CMYK
0 20 100 0
RGB
255 202 5
HEX
FFA31D
CMYK
61 0 35 0
RGB
86 194 181
HEX
56C2B5
CMYK
36 0 35 0
RGB
167 215 182
HEX
A7D7B6

What We Built

We delivered an Annual Report, a Report to Members and a Community Involvement Report to be sent to stakeholders and members of the company.

1,885 Annual Reports Printed
1,025 Community Involvement Reports printed
Report to Members
Community Involvement Report

We worked closely with the selected printer to coordinate, create final files, and approve the press check.

Report to Members photo
Report to Members photo Report to Members photo

"A key challenge with the Pacific Life Annual Report is to present content—primarily business and financial results—in an impactful way that enhances and modernizes the brand. Column Five elevated this piece by pushing traditional boundaries, resulting in a family of corporate marketing publications that together convey an innovative and authentic brand through their final presentations. They are problem solvers and deliver outstanding content design work."

Milda Goodman,
AVP Consumer Brand Advertising

Services offered

  • Annual Report Design
  • Creative Direction
  • Data Visualization
  • Design Layout
  • Derivative Assets
  • Printing Capabilities
  • Motion Direction

Credits

  • 2015 Column Five Team:
  • Travis Keith, Account Director
  • Katrina Seidel, Producer
  • Renee Granillo, Art Director
  • Erin Safreno, Designer
  • Charlie Noard, Designer
  • 2014 Column Five Team:
  • Kyle Ganshert, Account Director
  • Elizabeth Spurbeck, Producer
  • Renee Granillo, Art Director & Designer
  • Walter Olivares, Designer

Partner: Pacific Life

  • Tennyson Oyler, Vice President,
  • Brand management & Public Affairs
  • Milda Goodman, AVP Consumer Brand Advertising
  • Pei Tsoung, Senior Marketing Graphics Designer
  • Louie Lucero, Advertising and Public Affairs Specialist