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marketing ideas & tactics for your business
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367 Marketing Ideas & Tactics for Your Business
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portfolio

design
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
graphic standards
icon
logo
magazine
masthead
newsletter
poster
presentation
web

creative direction
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
icon
illustration
logo
magazine
masthead
newsletter
photography
poster
thumbnail
writing
web

art direction
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
icon
illustration
layout
logo
magazine
masthead
newsletter
photography
poster
web

illustration
black and white
captioned toons
caricature
color
comic strip
icon
line
line and color
map
mixed
photo montage
photo illustration
product
retouching
stock
storyboard
web

writing
ad
brand
brochure
captioned toons
comic strip
editorial
headline
poster
theme line
web


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annual report design
 

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ega budget companies like Coke, GE and Ford are in a branding world of their own that the vast majority of organizations should not try to emulate. Certainly, many of the Fortune 500 can completely change their annual report designs from year to year because their logos are known by nearly everyone on the planet. But for most annual report creative directors, art directors, writers and designers this is a branding opportunity with many aspects that should remain consistent from year to year. In fact, for a designer with a copy of last year's report, all formatting questions should be considered answered and approved. There should not be a need to explore new design solutions when logo, typographical and grid issues are already resolved.
It's no wonder that some clients blink when a new design firm comes along and suggests changing everything. Sure, there are company philosophies, visualizations and goals that need to be supported in a way that reflects the difference a year makes. However, for most entities, an annual report is a special image and branding opportunity that doesn't come along every day. It should not be wasted by exploring new directions.
As always, the trick is to get a design right the first time. One based on sound principles protected by a corporate mindset that won't allow change for the sake of satisfying personal taste and new opinion. Staying the course allows resources to continually upgrade both visual and written content rather than exploring new solutions when the original direction works just fine. Thus, the audience can enjoy refinement and improvement rather than having to relearn a new format each year.
 

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sample

Use all of the cover.

So long as the image visible on the front cover works well there, never hesitate to expand it to the back cover. If more content will further support what the cover communicates, it should be used. Even if it isn't immediately seen the first time a reader handles the publication. When it is noticed, however, the extra bonus of someone mentally registering an upgraded visual impression is realized.
With masthead and a design format that have remained the same for years, this annual report's content is free to flourish. While recognition remains high because of design consistencies, new excitement is generated by images appropriate to the year that has just passed.

Creative functions:
Design, creative direction, art direction and photo montage*

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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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