We had to develop a slightly off-brand publication aimed at donors who were looking for the best way to contribute to global issues in a meaningful way. We did this by moving away from the Copenhagen Consensus Center’s blue/sand palette and going with a flat, bold, kelly green-the colour of money.

A print-first document, the feel of the stock was an important consideration as we wanted an immediate emotional connection. The square format also reinforced this emotional connection. Before this, all the CCCs publications were A4, standard double-side.

Images played an important part of delivering the emotional message. Many of the images, including the cover, were shot by roving journalists. These journalists were not professional photographers, and we devised a brief and ‘cheat-sheet’ for how to take good shots with limited resources. These images were supplemented by stock photos.

We also devised a sub-site of the CCCs website to supplement the physical publication.