Sonae is the biggest retail group in Portugal. The account executive report is one of the most innovative pieces of communication the company releases each year. Our creative partners were asked to keep the bar high and to obey Sonae’s corporate graphic mantra – circles. The mechanics of emotion. That’s what retail is all about. We created a visual translation of the emotion behind the numbers and sonae´s diverse investments in retail, engaged in a continuous motion that generates well being and wealth. The rendezvous between rationality and surprise and the power of will. This is the report that celebrates the power of the organization, synergy and good guidance. The dynamic cover is the reflexion of the Sonae Expanding Circles Brand Concept, as well as of the Sonae brand attributes and the business diversity of the company. In this playful representation of the organizational gear we arouse in the reader an emotional appreciation of the organization and of the rational model. In that synthesis we demonstrate the importance of emotion, human need, and the true reason of success. The ability to create long-term relationships. This emotion is the same emotion that we put in the creation of this identity, the encounter of rationality with surprise and the power of will.