After eight years of back-to-back
annual reports showing growth
and optimism, the events of 9/11
dramatically affected aviation—
this client was no exception.
In spite of the impact, the numbers were
still good and we wanted to present a
message which reflected a positive tone
and conveyed a sense of moving forward
without ignoring 9/11. We accomplished
this by dovetailing the freedoms of living
in America and aviation.
Research included over 50 audits of
airport annual reports from around the
world, and collaboration with national
airlines and airplane manufacturers to
obtain photos to supplement our own art
directed photography.
Past annual reports we produced for the
airport have been international award
winners with Airports Council International.
A new president, management
cabinet, and integration of
Davenport College, Great Lakes
College and Detroit College of
Business into one institution—
Davenport University, required
a new message to reflect change.
The focal point of this annual report was to
deliver the new president’s message; this
was punctuated by brief quotes from each of
the new cabinet members. We wanted to
communicate an emphasis on business, so our
design strategy consisted of professionals at
work, interspersed with head shots of quoted
Davenport executives. A crisp layout and bold
colors demanded attention and implied a new
direction. The annual report was accompanied
in a direct mail capital development campaign
with custom stationery and a response card
for contributions.
This manufacturer wanted to
emphasize innovative product
launches that had been well
received in the marketplace.
Impactful, art directed photography
featured new product with short cutlines
integrated throughout the body copy.
Text focused on issues stockholders
needed to be aware of and dealt with
the overall marketplace, future projections
and the current economic issues the
company was faced with.
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