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The 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.
by Andy Attiliis
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.
Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.
Copyright 2001 Andy Attiliis. All rights reserved.