1. Assignment: Explain the project and its goals to the reader.
The annual reports of the PPF Group, one of the largest investment groups in Central and Eastern Europe not only meet stringent legislative standards, and clearly and openly communicate the results and events of the past year, but also in terms of graphic design, have been one of the best business publications in the Czech Republic for over 20 years. PPF Group has built its success on individual people – the best in the industry, and by having top managers. And over the years, it has presented them on the pages of the annual reports. The reports are innovative every year, always using unique concepts built on exceptional artistic photographs and distinctive original graphic design. The thematic goal of this year’s Annual Report was to show that it’s not only the hard work that leads to the excellent results but also a clear head, good physical condition and the art of being able to “recharge our batteries”.
2. Your Approach: Discuss your creative process on this project as if to a Potential Client.
The Annual Report of the PPF Group always tells the company story with confidence, with a clear and witty idea. While in the previous Annual Report, we used a camera to watch daily life in the company premises as if we were reporters, this year, the shareholders and readers get a glimpse of the private lives of people in PPF – what they like, what they do to relax. The originally styled photographs by one of the best contemporary Czech photographers, Vaclav Jirasek, depict shareholders and senior managers enjoying a variety of hobbies and leisure activities. Their elegant suits are replaced, for example, by a wetsuit, or an ice-hockey jersey. We find managers on snow, ice, in the ocean waves. They’re snowboarding, cycling, skating, they’re in a music studio or playing a traditional Japanese board game of Go.
To see the members of the Board of Directors in informal situations after work, such as snowboarding, rollerblading, playing a game of chess or playing the bass, gives us a chance to understand that there are dynamic people with colourful lives and interests hiding behind the numbers in the charts. Such a view satisfies our desire to attract readers by using unexpected connections and an open approach. Exceptional photos by Vaclav Jirásek give a lithe and attractive form to the data presented, it’s also enhanced by the use of an unusual green-brown colour and the use of Falster font.
3. Results: If known, relate the results and the Client´s reaction of the finished project.
Our client appreciated the final form of the Annual Report, but the important thing for them is that the report was met with great interest from the media and was especially appreciated by its users. They could see that the company results are not only the names and titles in the Reports of the Statutory and Supervisory bodies, but that they are real people with rich lives and colourful interests. We did what we were tasked to do – create an attractive Annual Report, use unexpected connections and an open approach, create original graphic design (Studio Najbrt) with unique illustrations.
In November 2013, PPF Group’s Annual Report for 2012 won the highest award in the Graphic design category in the prestigious national competition CZECH TOP 100, which for 20 years, has been announcing the Best Annual Report of the year award.
Notes:
It is forbidden to use photos contained in the Annual Report for other than personal and non-commercial purposes. It is forbidden to reproduce, modify, adapt, transform or otherwise intervene with the photos contained in the annual report.
