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annual report creative direction
 

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he past year in review including facts, figures, charts, graphs, tables and a feeling for what might be expected next year is what should be considered in the creative direction of an annual report. In addition, what's been done before must figure into the equation. For example, existing format recognition does not have to be abandoned for no good reason. Diversion from the established creative direction will devalue the client's investment in a message style the audience already knows. Because, readers won't connect with the unfamiliar approach as quickly as they did before. Instead, time and attention should be devoted to creating new key visuals that will best support the current year's circumstances within the existing style boundaries.
Only when a company is brand new, or makes a dramatic change in it's offering, does the total challenge of annual report creative direction need to be addressed. Now is the time to delve into all aspects of an entity in order to create a report that is truly representative of its distinctive personality. Friendly, forthcoming, exciting and understandable are some attributes a creative director will want to strive for.
Once the available information has been studied enough to decide on the right creative direction, the job becomes one of clearly presenting it to other members of the team. Then, keeping progress on course through to finished production will result in a communication that is true to the original intent. Done well, it will afford great promotional value in addition to dispensing the required financial data.
 

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sample

For creative inspiration, look to your company's highest priorities and initiatives.

In this Annual report, Rouse & Associates wanted to demonstrate its artistic contributions throughout the state of Maryland. In addition, they wanted a piece that would relate to the current year's institutional, or image advertising. Since the effort was well-timed, I was able to create the report and the ads at the same time. Both featured a stylized painting of Maryland that included various art objects funded by R&A, all in their respective locations.
The painterly artistic sensibility established in the map was furthered in the Annual Report with mixed media. Pastels, oils, employee signatures, typography, the map painting and a photograph of fine art tools were all combined in a montage that spanned the cover, back cover and a fold-out. 

Creative functions:
Creative direction, art direction, design and illustration*

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*Creative functions refers to the kind of work performed on each sample by Andy Attiliis.

All information found in this portfolio should be considered individual views based on the work experience of Andy Attiliis.
Copyright 2001 Andy Attiliis




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