51 SAMATAMASON
After years as a traditional bank, Cambridge restructured to become the business process outsourcing consultant Cambridge Solutions Ltd., meaning it would now assist huge corporations in outsourcing various aspects of their financial needs. Chicago-area firm SamataMason was enlisted to create a new identity and message platform, including two brochures.

“Where Do You Go From Here?” was intended to attract new CFO-level clients, while “Here and Now” explained the change to Cambridge’s own employees. Although these documents addressed two different audiences, they shared a theme: Even though it was now talking global, Cambridge would remain dedicated to personal, attentive service. SamataMason sought to illustrate the scope of such a transformation while keeping the message easy to understand. Designer and partner Kevin Krueger notes, “There’s so much information in outsourcing, and these pieces are usually so over-designed,” he says. “We opted for simple graphics.” Black-and-white photography of Cambridge employees provided the key visuals, giving a diverse, multicultural face to the company while lending an important emotional element, Krueger says. “Having people on every page conveyed the idea that someone was with you throughout the entire process, much like their services.” by Alissa Walker

SamataMason | Creative Director: Kevin Krueger | Art Director: Kevin Krueger | Designers: Skot Waldron, Rebecca Strickland Copywriter: Cambridge | Client: Cambridge Solutions Ltd. | Contact: www.samatamason.com