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'Design is a plan for arranging elements in such a way as best to accomplish a particular purpose.' CHARLES EAMES
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| MANAGING CHANGE IN YOUR ANNUAL REPORT |
| Change is a constant in the corporate world, which makes annual reports 'never easy to produce at the best of times' even more difficult. When a major change happens immediately after year end, do you include it in the report? Our advice to clients: yes. Though strictly speaking an annual report is a review of the past year's activities, the document will land in shareholders' hands around three to four months after the end of the financial year. So it needs to look ahead and explain why the company's strategy makes sense in the context of its strengths, its industry and broader sector developments. A well-designed spread, like the one on pages two and three of GrainCorp's report, released at the end of January, can distil a wealth of information in a visually compelling and easily accessible way that's worth more than pages of text. |
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| RECOGNISING THE POWER OF CUSTOM PUBLISHING |
| More and more companies are recognising the power of custom-published magazines to engage customers, build brands, achieve sales or fund raising targets and develop customer loyalty. While there are no Australian statistics available, in the UK the custom publishing industry is worth around $1.6 billion and is projected to grow to $1.9 billion by 2012. But there's no point doing a custom magazine if you don't provide the pick-up appeal of any good newsstand publication: real-life stories that entertain and inspire, useful and relevant information and attention-grabbing design that's easy to navigate. Since one of our directors is a former Editor-in-Chief of Reader's Digest, we are naturally delighted to be working with two new clients on their magazines: eBay (currently in production) and Mission Australia. |
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| WHY A PRINTED 'LEAVE BEHIND' CAN BEAT AN EMAIL |
| If people want to find out more about your organisation, the first place they'll turn to is the internet. But what if you meet someone face-to-face and you only have a short time to explain the complexities of your business? You could send them an email with a link to a website when you get back to the office. They may make the effort to read it; then again they may be too busy. In our view, to make a lasting impression it's hard to beat an eye-grabbing leave-behind document. Producing one that works well can be a challenge, particularly if the structure of the organisation is complex and its products and services are wide-ranging. In the brochure we produced for global water treatment and waste water processing specialist Suez Environnement we followed the company's strict branding guidelines, provided information in'cashort 'grabs', highlighted statistics to provide interest and visual appeal and ensured contact details were easy to find. |
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