Financial Times
Global brand campaign
Venice and the Thames have more in common than you think.
01The brief
In 2016 the Financial Times relaunched its global brand. In a crowded news market, it needed to show what sets it apart: going beyond the headline to explain how one event affects another. It was also the first time the FT put its journalism at the centre of its marketing, to widen its reach, deepen engagement and grow paying readers.
02The idea
Make the right connections. Each execution pairs two unlikely subjects to reveal the cause and effect between them: changing Chinese diets and the Australian land market, virtual reality and global tourism, a Chinese property slowdown and Bordeaux wine, post-Brexit Britain as the Venice of the 21st century.
03The campaign
One integrated system ran across brand, B2C, B2B and retail, in social, search, display, print and outdoor, in the UK, the US and Asia. Every execution led to a brand hub on FT.com and to the journalism behind it.Read the FT announcement ↗
Credits
Next projectPACE+ClientFinancial Times
Campaign design and digital designAlma Terrones
Creative conceptadam&eveDDB, in collaboration with the FT’s in-house creative director, head of design and Alma Terrones
In-house atFinancial Times, London
About
Geneva · Working internationallyAlma Terrones ![]()
is a Brand Designer and Art Director based in Geneva. She builds brands, visual identities and the experiences that bring them to life, wherever people meet them.
is a Brand Designer and Art Director based in Geneva. She builds brands, visual identities and the experiences that bring them to life, wherever people meet them.Off-screen
Family, sport, long roads and high mountains.
Over more than a decade in London and Geneva, she has worked with sport, luxury and media brands, including European Football Clubs, Audemars Piguet, FIFA and the World Economic Forum, and in‑house at the Financial Times and Condé Nast’s VOGUE. She holds an MA in Communication Design from Central Saint Martins.
Alma is drawn to the moment a brand leaves the screen: the invitation in someone’s hand, the arch guests walk through, the box on the doorstep. She designs identities that hold up there, with a founder’s instinct for what actually needs to work.
Services
Art DirectionCreative DirectionBrand IdentityEvent & Brand ExperiencePackaging Design
Availability
Open to full-time and freelance roles
Contact
CV
Available on request
Contact
Collaborations & enquiriesiraldy.terrones@gmail.com
Based in Geneva · Working with clients in Switzerland, the UK and internationally