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.
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