This comes from the Conran Design Group in London for their client Permira, a private equity firm. This is in a publication piece that the group created for the company. The quotation from Permima's CEO is relevant to any type of business but I find it especially relatable to advertising. Strategy must be easy to understand, plain and simple. Not dumb simple but clear-cut and to the point. If you can't get your strategy out clearly, then your final advertisements will fail due to their complexity of understanding. Don't make a consumer work too hard at comprehending your ad, else you will lose them.On a design note, the orange color makes the important information pop nicely. The layout is also not what I would expect from a private equity firm but that is to the company's advantage. The brand becomes less stodgy with such bold typeface and the stacking of the text. I also think that the placement of the quotation marks is a plus and their rounded edges help to soften the sharp typeface.
