BearingPoint: Future in Focus annual report and campaign
Client
BearingPoint
What we did
Annual reports are cornerstone communications assets for consultancies. BearingPoint, a global management and technology consultancy, had high ambitions for its 2025 report. It wanted to produce a premium-feel publication that acted as a key brand storytelling asset and stood apart from typical corporate annual reports.
BearingPoint needed to tell a story about how it helps clients harness new technologies and digitally transform. Working closely with BearingPoint’s brilliantly creative design and marketing team, we developed a central Future in Focus campaign idea and concept, then together we delivered a 120-page print and digital report, a microsite design, hero animation, and a marketing campaign spanning YouTube, Google Ads, and LinkedIn.
A concept, print and digital
Complementing BearingPoint’s nautical and navigational brand themes, the Future in Focus campaign design system was built around a central idea: the focus lens. This lens (along with other elements in the campaign like the sun, dots and the arrow) is repurposed from the degree symbol on BearingPoint’s logo.
Campaign photography reinforces the concept through the use of depth of field, camera focus and bokeh effects. Curated people-focused and landscape imagery, colour graded to add warmth, creates a cinematic aesthetic that reinforces themes of discovery, scale and possibility.
Creating 120 pages of quality content to tight deadlines is a huge challenge. We called on the journalistic experience of the Beneath team and worked closely with BearingPoint SMEs and the marketing team to bring the report together – planning, writing, editing and honing. It was a true collaboration and a great example of what a client and agency can achieve when working closely and pulling in the same direction.
Extending reach
BearingPoint wanted the campaign microsite to transform the highlights of the report into an engaging digital experience that extended the reach of the content. Fades, blurs and motion throughout, as well as an interactive cursor-controlled focus lens, brought the Future in Focus campaign idea to life.
To measure how visitors engaged with the microsite, we developed a bespoke tracking specification for GA4. Working from the site’s components, we mapped custom events across every interaction, from video plays and accordion drop-downs, to progress-bar navigation and key CTAs like report downloads and proposal requests. This tracking approach gave us a granular view of how audiences moved through the microsite.
A moving campaign
We created a 120-second hero animation that highlighted BearingPoint’s impact, accomplishments, and commitment to delivering value for clients and colleagues. All structured around an explanation of BearingPoint’s Strategy 2030 roadmap to delivering client impact. Both 30-second and 60-second edits are being used for the YouTube element of the promotional campaign, which launches soon. Results of this digital campaign to follow….
Testimonial
