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As one of the first real estate hospitality firms to focus primarily on the pan-Asian region, Ascendas Hospitality Trust is rightly proud of the diversity in leadership and strategy that underpins its success. In celebrating this diversity, the company is mindful of the need to strike the tone that best reflects its quietly confident, unostentatious nature. The turbulent economic climate then also called for a restrained yet inspiring annual report design, one that neither shouts nor downplays the company’s accomplishments.
Ascendas Hospitality Trust’s four-pronged strategies inspire the central motif – a four-quadrant flower pattern that evokes Asian hospitality through geometric simplicity. On the annual report cover, this pattern is artfully scattered and engraved into the cover with a blind deboss effect that produces an understated yet tactile outcome, while the rainbow foil effect evokes a reflective moment in time. The financial report achieves the same image with a different set of effects. Both books are bound together in a single, pristine-white case bearing the same embossed pattern, and securely clinched with a bellyband wrap.
From pitch to delivery, the design has been warmly received by the client and delivered all its objectives.