• Loading…

MFI Annual Report 2004

Award: Wood Pencil

Wood Pencil / Graphic Design / Annual Reports / 2006

The challenge SAS faced in the 2004 MFI Annual Report was a difficult one. The client's profits slumped hugely in a single year. The solution was to make sure that the message was super clear: the business may have had a bad year but this was against five years when the business had been turned around. The document asked shareholders to focus on the bigger picture and continue to believe in the management. The design dedicated 12 pages (which might otherwise have been used for pictures) to telling the story in a copy led approach. The words were carefully crafted to make the case easy to understand. The typography was set in a large font size, with each line break set to mimic a poem in order to bring out the meaning clearly. Despite this simple approach, there was no drop in production standards. The paper and print quality remained high even though the report is set in three colours. The overall tone suggests that the management are taking the situation seriously, but that they still believe in the long-term future of the company.

Register Now to
Keep Reading

Once registered you will have access to this article and all other feaures, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again