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The pivotal concept of this annual report is the importance of good listening, which echoes ‘empathy to customers’ – SFMI’s number one priority. It is a record of customers’ voices and its sound-absorbing wooden sleeve symbolizes that it is a voice repository. The surface made of Tela paper with a UV printing technique creates a subtle sensory experience similar to the touch of traditional Korean paper. Listening to the sound of flipping pages brings the voices to life. By using the color ‘Origin Gold’ for all the design elements in the book, the annual report aims to visualize the shining moment when everything else becomes muted.
Samsung Fire & Marine Insurance
Seocho-gu, South Korea
Seoul, South Korea
Junyong Lee (Creative Director), Mihyang Kim (Art Director), Bareum Seo (Graphic Design), Yerin Han (Strategic Planning)