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During this report time, CVS Caremark was in the process of rebranding the organization and was did not have clear direction for photography. The lack of photographic brand direction posed a unique challenge for this year’s report.
We decided to emphasize one of the unique aspects of the CVS brand, the leaf graphic (the square with three rounded corners). CVS Caremark had incorporated this graphic in corporate and retail materials for a few years and the Company was looking for more ways to utilize this graphic.
In the report we use the graphic to build all the visuals, from a pharmacist’s lab coat to ants carrying leaves. By using the illustrated graphic, we were able to avoid the need for photography and provide visuals that were unique to CVS Caremark.
We developed the message, “Redefining what’s possible,” to start a discussion about how CVS Caremark is uniquely positioned to redefine the pharmacy health care industry and improve health outcomes. The report focuses on the six unique ways CVS Caremark is shifting the market. We begin each topic with a challenge CVS Caremark gave itself, and the narrative discusses how the Company is meeting that challenge.
The theme, “Redefining what’s possible,” also played off of the visual approach. Using the leaf graphic to build other visuals redefined what was previously possible with this graphic.
The Letter to Shareholders reported on the year with thoughts from CEO Larry Merlo and featured statistics and infographics to quickly highlight how CVS Health is helping people on their path to better health and improving shareholder value.
The report ends with an update on CVS Caremark’s social impact in a continuing effort to give back to the communities where it serves. We were able to again use the leaf graphic to build the visual representation of a community to continue the visual approach of the report.
The unique use of the Company’s leaf graphic was so well received that they used some of the graphics for other purposes. The Investor Relations team let us know that the report also served as a great interpretation of the brand that was unique and different and unexpected for their industry. The report stood out from the crowd, just like CVS Caremark.