We were called upon by the Commonwealth Secretariat to design their prestigious annual report covering 2022/2023.

The Challenge

Common Secretariat wanted a happy medium between “fancy” and “functional” for the design of the report. They made the comment that previous iterations of it had been too text heavy without much visual intrigue.

Internal teams lacked a unified, high-quality image resource. The result? Diluted messaging, and a brand experience that didn’t live up to the firm’s reputation for attention to detail and local presence.

The Solution

We complimented their stories with the use of stock photography to break up the text and provide more context of the content. We maximised the use of their existing brand by introducing more colours from their palette and brought in colour blocks to emphasise key points of the text. We also gave the photography a more stylised edge by applying effects in Photoshop.

Working collaboratively, we established an image strategy focused on:

• Hero Imagery: Abstract, macro photography showcasing texture and detail – echoing the brand idea that “a little detail goes a long way”. These images created standout moments in key marketing and communications materials.
• Supporting Imagery: Curated London-themed photography capturing local architecture, cityscapes, and bespoke details from within Russell-Cooke’s own offices – from Georgian staircases to rooftop beehives. The imagery reinforced the firm’s personality and sense of place.
• System and Structure: We categorised images into Hero and Supporting tiers, providing clear usage guidance for internal teams. This ensured flexibility across formats, from brochures to digital content, while maintaining brand cohesion.

The Result

A contemporary report with an editorial feel, using their brand as a style tool for emphasising their important work.

The result is a flexible, authentic visual identity that mirrors the firm’s ethos: expert, approachable, and firmly embedded in the city it serves.