Optima’s purpose is to truly understand their client’s customers. They unlock the real value in collected data and offer practical solutions to maximise the power of marketing technology based on changing market conditions. To be honest, we were slightly confused when they briefed us. So we re-wrote the information, delivering it in a digestible way that would appeal to their audience, and designed a corporate brochure which breaks a few conventions. We rejected the traditional route of stock library photography, opting for a design featuring minimal illustrations with hundreds of life-sized ants. The ants represented perfectly the behaviours, motivations and desires of the client’s customers and took the reader on a visual journey from chaos to clarity, with almost storybook simplicity.