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In 2013, the potash industry faced challenging market conditions that resulted in the adjustment of the Company’s strategy. The company also went through some significant internal changes with the appointment of the new Board of Directors and Management Board, including a new CEO and Chairman. Despite these challenges, Uralkali’s goal was to produce a clear and serious, yet engaging, integrated annual report that would focus on business as usual and strong operational results, highlighting the flexibility of the Company and its ability to create value for shareholders.
The ‘Maximising global opportunities’ position was used to articulate the company’s flexible strategy and its long-term objectives in all key business areas. This theme is the strategy and is threaded throughout the report to show the company’s ambition to maintain and build on its global leadership position in the potash industry, as well as in corporate reporting.
Going back to more traditional print initiatives to introduce this year's theme, the cover takes advantage of great printing techniques and features a die-cut of the title word 'maximising' into the corn field image, which is used to emphasise the connection between the product (potash) and the ultimate mission of the Company to increase crop yields in the aim to feed our world. The reverse image shows the splendour and mineral-rich potash mine through the cover flap. The format is also larger than A4 and Uralkali has enjoyed this small differentiator to further stand out from its reporting peers.
Uralkali Investor relations team comment: We are duly satisfied with this years’ report and would like to thank our agency as its designers managed to find creative solution to deliver our key message. Coming together descriptive imagery, customised typography and fonts made it to a helpful layout highlighting the important points we wanted get across to our key audiences. Particularly it focused on the uniqueness of potash and its important role in agriculture, our sales and production facilities, strategy and the sustainability of our business.