NN Investment Partners manages assets for investors worldwide. With their aim to make their workforce more diverse, I developed a bold A3 size newspaper as a tool to talk about diversity and inclusion within a male-dominated workspace. It resulted in a 40% increase in female board members.
Services
Concept development
Naming
Creative direction
Editorial design
Production management
Diversity adds value
The initial brief was to create a glossy magazine to create awareness of the positive impact of diversity on the work floor. Instead of a magazine, I designed an A3-size newspaper, a bold statement, and a more natural medium type for a male audience working in finance. I branded the project Added Value, which became a recurring tool that set change in motion.
I asked Berto Martinez to illustrate portraits for the editorial to add to the newspaper feel.
Inclusive content strategy
The content strategy for Added Value shares insights from inside and outside the company. Aside from facts & figures, news, challenges, and a mailbox where people could anonymously reflect on the subject, we interviewed diverse people on inclusion and diversity across the globe which meant setting up photography in the Netherlands, Nigeria, Los Angeles, Malaysia, and Cameroon.
Growing an audience
When the newspaper became successful, I was invited to create similar publications for Damco, APM Terminals, and Maersk. As a result, Added Value became a stand-alone brand with its own social media feed.
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Editor-in-Chief
Marije Tolsma-Groen
Added Value is created for
NN Investment Partners
Damco
APM Terminals
Maersk
Photography
Aisha Zijpveld
Anne Claire de Breij
Azree Ashar
Bader Alwazeer
Barbara Kieboom
Brenda van Leeuwen
Cameron Jordan
Carmen Kemmink
Malou van Breevoort
Manon van der Zwaal
Ruud Baan
Styling
Dayenne Bekker
Equiline van Dooren
Luz David
Hair and make-up
Ingrid Boekel
Mascha Meyer
Illustration
Andrea Mongia
Berto Martinez
Mitch Blunt