Transnet Group’s vision and mission is to be a focused freight transport company, delivering integrated, efficient, safe, reliable and cost-effective services to promote economic growth in South Africa.
With this in mind, Transnet put out a brief for the design and production of its Annual Report. The key takeout for client on this brief was to promote the most important asset of the business - its people.
In response, Two Tone Global, a 14 year old Integrated Marketing and Communication Agency, responded with a creative but at the same time holistic approach. This was achieved by combining a visual style of powerful art direction of photography together with an emotive design of double exposure that showcases the employees of Transnet in a heroic light, of the respective divisions of the business, which they represent.
Two Tone based its response on an integrated marketing, brand and communication strategy by combining print and digital media and adhering to the Annual Report Theme of “Integrated Reporting for the Future.” This was achieved through innovative integration of multi disciplines by producing a traditional, classically designed and printed Annual Report, incorporating digital integrated triggers, including augmented reality that lead the reader to a multimedia mix of digital platforms.
A neatly packaged three part report - namely Annual Financial Statements, Sustainability Report and the Integrated Report which conform to the legal requirements of all listed companies whose results and requisite reports are tabled in parliament (government), but at the same time reflect an innovative forward thinking South African entity. Two Tone packaged the three books in a sleek, grey case that keeps the annual report together, in a stylish and at the same time functional holder.