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Design Army
university of virginia library
ANNUAL REPORT
Infinite Possibilities
“Design Army and the University of Virginia Library Annual Report have enjoyed a string of successes. Each year, the library assigns us a theme and sends us a binder of cool artifacts and information. We then generate some concepts and design comps that accommodate the client’s expectations and budgets. When the library falls in love with a design, we execute it from a purely visual and design perspective. The client writes the text to fit our layouts. The design is approved and printed. Then let the awards roll in. Sounds easy, but it isn’t. Since the project has been a perennial success, the challenge every year is how to top the previous report. Luckily, the client is super organized (they are librarians!) and the University has an extensive archive of fascinating and historical imagery. The 2008 report “Infinite Possibilities” proved no different. The report takes an artistic look at the many possibilities you can explore, learn and encounter at the library. Beautiful images accompany descriptions of the library’s ongoing challenges, such as saving and restoring the collections. The annual serves not only as a way to inform audiences about these treasures, but also as way to reach donors and alumni. Finally, as a surprise to the client, and to further reinforce the annual report’s theme, we designed a series of three covers; orange, blue and yellow. The report measures 5.5 x 8.5, 64 pages, and 6 Color inks throughout.”
Credits:
Creative Directors: Pum Lefebure, Jake Lefebure
Designer: Scott Vadas

HUMAN RIGHTS CAMPAIGN
ANNUAL REPORT
Politics of Possibility
“The biggest trend for annual reports is that companies sometimes are not doing them unless required. Many groups still do a performance report. Those who still want a full-fledged annual may do one online only. For us, this is not critical as we have to design it regardless of paper or pixel. But we prefer paper for sure! The green trend is very much alive — but one problem we have come across is that the 100PC sheets of 95+ whiteness are not cheap, and often do not come in all the paper weights or sheet sizes. Another issue is the FSC certification of printers; smaller printers simply can't afford the certification process but are actually compliant with FSC standards. Even though their costs may be less to print the job, they have been passed over for that little FSC stamp. Too bad. And one important trend is a matter of perception: do not create an annual that looks too expensive or too produced. How many times have we heard that!
 
The Human Rights Campaign was in full force for the 2008 election year. Since “Politics of Possibility” was an underlying message for many of the client’s high profile projects, it became the theme for the 2008 Annual Report. This was a chance for Washington DC-based HRC (and us!) to help set the tone of things to come — that is, if “change” was coming. As we set out to establish the creative, says Design Army, one of the biggest challenges was to make the annual memorable but not flashy and overly expensive looking. The economy was in a downward spiral with election outcomes uncertain so we had to design with intelligence and efficiency. We all knew that 2009 would be an opportunity for HRC to spread the news on the issues and challenges they were facing. Hence our medium-driven inspiration: the newspaper. A heavy typographic execution allowed us to create a visual voice without looking overly produced. We kept images minimal and many as halftones. To push the report to its full potential, we chose an oversized self-mailer format and lightweight enviro-friendly papers to help drive the design. Not only did this save money on printing and postage, it also rounded out the report’s overall theme and look. The report is 12x18 finished, 28 pages, 5-color inks throughout.”
Credits:
Creative Directors: Pum Lefebure, Jake Lefebure
Designer: Sucha Becky

Ideas On Purpose
PFIZER
ANNUAL REPORT
Doing Things Differently at Pfizer
“Many organizations see the value of an annually updated strategic message to key stakeholders. The opportunity to shape public perception, market the organization as a whole, and address marketplace anxiety, especially in these uncertain times, is still incredibly valuable. Corporate reports remain a significant part of our business, but the definition has broadened. We see clients looking to “report” annually on topics that range from Responsibility to Strategy to Talent Development to Innovation. Companies are looking to their graphic design partners to both strategize about the story and the most effective communication vehicles — while being mindful of budgets. And, the internet is, as you suggest, a critical component. The printed component has changed, but will likely not disappear. Companies who see the document as an investment in marketing/corporate communications will continue to print.
 
For the fourth year, Pfizer, the world’s largest research-based pharmaceutical company, partnered with Ideas On Purpose (IOP) to spearhead the design and development of their Annual Review. Well into the company's plan to remake itself, and with a transformative acquisition on the horizon, Pfizer wanted to communicate the change underway in every part of the company — from the new business structure to its renewed focus and energy. And, for the first time Pfizer wanted to create the report online as well as in print. To accomplish this vital communications goal, New York-based IOP created the 2008 Annual Review: “Doing Things Differently.” Through an engaging story, lifestyle photography and dynamic graphics, IOP's work communicates Pfizer’s progress in realigning the organization. In addition, the interactive Web site incorporates video, expanding on the content of the print book.”
Credits:
Creative Director: Darren Namaye
Creative Strategy: Darren Namaye, Michelle Marks, Steve Starbuck
Design: Darren Namaye, Curtis Flanagan, Chris Yun
Principal Photography: Bill Miles, Neil Selkirk

Tomorrow Partners
BSR
ANNUAL REPORT
A ‘Reset’ World
“Gaby Brink of Tomorrow Partners says that her Berkeley CA-based design firm’s branding efforts bring to life the role of BSR as a stimulant of substantive, inspiring ideas between global business and the community at large. The client works with a global network of over 250 companies to develop sustainable business strategies through consulting, research and cross-sector collaboration. Our communications are meant to demonstrate BSR's mission to create a just and sustainable world, and to do so with materials that give them a greater sense of purpose, optimism, action and impact. The BSR Report 2008, for example, presents a road map for sustainable business success in our “reset world” of global recession, natural resource constraints, and the loss of trust in the private sector. It also recounts some of BSR's most important achievements during the past year. Our collateral and e-communication strategy has enabled BSR to reach its members with renewed vigor and has raised awareness of the organization. By helping them extend their reach and impact, we have helped incite businesses globally to make decisions and take actions that deliver meaningful change to advance both the world and the economy.”
Credits:
Creative Director: Gaby Brink
Designer: Monica Hernandez
Illustrators: Sarah Labieniec, Monica Hernandez

Decker Design
NEW JERSEY RESOURCES
ANNUAL REPORT
Conserving and Preserving
“We’re continuing to see a strong theme of “authenticity” as a message, also to that end, the choice of uncoated paper for printed pieces. The printed report is still highly valued by shareholders, but some clients are opting for shorter print runs to conserve marketing dollars. For the same reason, online reports are gaining popularity, but the way people take in information online versus printed information is different. You can’t just make an online version of something that is designed for print. They are an apple and an orange. Even when the design is appropriate for the web, if it ends up buried on the website, the opportunity to communicate is lost along with any real savings. Online reports may be cheaper but printed pieces imply greater credibility. Whatever the medium, the incorporation of an environmental message is definitely a requirement now. Additionally, we’re seeing more copy on how the company affects the lives of all its stakeholders, not just employees and shareowners.
 
Decker Design has created for New Jersey Resources an annual report series that showcases the company’s commitment to environmental preservation, and also seeks to inspire its individual stakeholders to actively participate in its vision. The challenge: to communicate complex issues such as greenhouse gases, carbon emissions, and climate change, while humanizing these goals and making them relevant to its audiences. Decker also saw the need to get the client to think about annuals as strategic, concept-driven publications that connects emotionally and spur the audiences to action, rather than just narrating different business components. To that end, Decker first needed to help NJR better explain strategic and technical issues, and what they really meant to the consumer. This evolved into the “Conserve to Preserve” series which has been explored in different ways in 2006, 2007 and 2008. For the 2008 report, Decker worked with photographer John Madere to create powerful images of real people and their relationship to the environment. The firm, then, graphically depicted select key data points to impress upon the reader the cumulative potential of NJR’s environmental initiatives. The annual reports were all printed on Mohawk Options, with 30% post-consumer waste and manufactured with wind-generated energy. The three report series has helped NJR expand its role as environmental steward by illustrating its well-defined business strategy and the programs that support its goals.”
Credits:
Creative Director: Lynda Decker
Design: Lynda Decker, Carrie Leuci
Photographer: John Madere

Odgis + Company
WP CAREY’S
ANNUAL REPORT
The Tortoise and the Hare
“It takes a great deal of courage to assume the controversial role of the tortoise in this risk averse economic environment. At first, says Janet Odgis, we weren’t sure the investment management firm WP Carey would go for our cover idea even though it seemed perfect. But they really got it and it has been very successful both internally and externally. The annual report celebrates the stability and diversity of a smart, agile, conservative, small, quiet company — one that purchased the New York Times Building and leased it back to them — and manages global investments worth almost $10 billion. New York-based Odgis + Company says the look and tone of the report is direct, light and fresh. We have been developing the company’s brand approach over the last couple of years, starting with a fund launch through other materials, including last year’s annual. For the interior of the Annual, we art directed three photoshoots with their people on location at various industries where they own property. We shot many aspects of the location, as well as individual portraits and groups. We created a library of images that they own and can use for various applications of print and electronic materials including print ads, banner ads, powerpoint presentations and direct mail. Our design approach to all their visual communications is consistent, reflecting their business philosophy.”
Credits:
Creative Director: Janet Odgis
Art Director: Janet Odgis
Designer: Banu Berker
Photography: Kit Kittle and stock photos

Ramp Creative + Design
CWS CAPITAL PARTNERS
ANNUAL REPORT
Circulating Value
“CWS Capital Partners, a real estate investment and management company, wanted to relay the importance of circulating investments in the real estate market, especially in a turbulent economy. It turned to Ramp Creative + Design to create a simple summary annual report titled “Circulating Value,” relating their business to the concept of how currency circulation keeps the economy alive. Los Angeles CA-based Ramp found inspiration in the beauty and typography of old currencies, resulting in a small self-cover book wrapped in paper currency artwork and property financials on a CD-ROM that looked like a penny.”
Credits:
Art Director: Michael Stinson
Designers: Michael Stinson, Claire De Leon, Angela Kim

Suka
Bessemer Trust
ANNUAL REPORT
Enduring Stability
“Corporations are rethinking how annual reports are used. They are asking: What is the most effective way to communicate with shareholders? Should the annual report be printed? Electronic? Corporations are concerned with shareholders’ perceptions about them overspending, especially during a weak economy. Shareholders also want to know that they are investing with a company that cares about the environment. The trend is to stay simple. Be authentic. Go green. The printed annual report is being scaled back and interactive annual reports are taking off. In response to these trends, we have been scaling back the printed report to a simpler version, developing engaging online annual reports, and even combining video within the interactive annual report that creates the most value for our clients.
 
Tough economic times can present a challenge for financial companies such as Bessemer Trust, a privately-owned wealth management firm that has catered to the needs of affluent families for more than a century, to reassure shareholders and offer assurance that they can weather the storm. With this Annual Report, Bessemer tapped Suka to help it not only speak to shareholders, employees, (retired, current and prospective), clients and their intermediaries but also to show clearly what sets Bessemer apart from the rest of the wealth management community. Our primary creative goal, says New York-based Suka, was to illustrate the company’s strength in accountability and transparency in a turbulent economy, especially for financial firms. It also had to build upon the momentum generated by the previous two annual reports without appearing boastful in a climate where peers may have fared much worse, performance-wise, in 2008. Our design approach was to tell the story of Bessemer visually through a mix of photography, color, and strong messaging. With photography, we used conceptual images that built off the key themes of strength, resiliency, transparency and accountability. Expansive and distinctive architectural shots that illustrate these themes were included. Since the production of the Annual Report, Bessemer has enjoyed expanded reach and feedback from the global community. The report was developed and distributed for print, online and in-person audiences, ensuring a broad reach.”
Credits:
Creative Director: Brian Wong
Senior Art Director: Maria Belfiore
Writer: Deborah Lo Casio

Critt Graham + Associates
knight capital group, inc.
ANNUAL REPORT
Access, Clarity, Insight and Liquidity
“Communicating value is key. When Critt Graham + Associates, whose late founder and namesake was a pioneer in annual report design, sets out to develop a unique report, whether print or online, we ask “Why should it matter to me?” It’s the question every company’s stakeholders ask when presented with a piece of corporate communications. We strive to provide the answer in a heartbeat, instantly conveying a company’s vision and value through concise messaging and design. The economy is taking its toll on budgets and the majority of annuals have become barebones. However, selected clients still value the annual report as the best place to address company challenges, communicate strategies, evaluate performance and provide strategic outlook. We believe it’s also the best source for communicating a company’s most important assets - human resources and brand strength. No other document communicates so much to so many.
 
In developing the Knight Capital Group 2008 Annual Report, the goal was to show how the client’s expertise, proprietary technologies and infrastructure provides clients with unparalleled access to global markets, making it easy to buy and sell securities. The Atlanta GA-based firm also wanted to communicate the company’s strong financial picture, forward-looking strategy and an overview of its products and services. The solution explored the concepts of “Access, Clarity, Insight and Liquidity“ from Knight’s then-current advertising campaign. Corporate brand ads are featured throughout, showcasing algorithmically generated images created for the advertising campaign. To give insight into the company’s culture, the report also featured the people who make it happen and the technology that makes it flow. The firm also added a multi-use component to the report by including a perforated Offerings brochure to provide information regarding the company’s global products and services. An overrun of the brochure acted as a standalone piece for other audiences. To further highlight Knight’s cutting-edge technology, the report is also produced online with enhancements using video, television ads, dynamic charts and an interactive financial review.”
Credits:
Creative Direction: Critt Graham, Rob Treutel
Design: Rob Treutel, Chad Earles
Content: Knight CMIR Team
Account Executive: Kari Graham
Photography: George Lange
Corporate Advertising: Doremus NY
Artist: Marius Watz