KPMG exists in an industry dominated by four global businesses, aka ‘The Big Four’. With each offering international accountancy and professional services at the highest level, the point of difference between the businesses are often perceived as slight.
Brand imagery is one area where there is potential to stand out, but where reliance on unremarkable stock photography prevails. Working with their Head of Brand, our project aim was to deliver a dynamic approach to photographic art direction that would extract the essence of KPMG’s offer; that is, an engaging, challenging, inspiring and delivery-driven business.
—A Fresh Eye
Looking for an unencumbered perspective on the business world, I commissioned photographer Steven Fisher and, together, we undertook shoots in four key European cities: Madrid, London, Brussels and Zurich.
People from all levels of the KPMG business played the central role in the images, but to create images with a consistent and ‘ownable’ visual personality, we developed a stylistic approach that involved taking a discreet viewpoint and finding natural moments in the working day.
—A Crucial Resource
The resulting images were embraced across the business; Initially, they were used in 14 countries within Europe but, inevitably, the new collection became the images of choice within the global image library, which is available to 140 countries.