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The challenge in depicting LMI's strength and character is that the staff are both book-smart and practical, looking for patterns and insights in the details of data to use in designing big-picture solutions. Our CEO fondly refers to us as a bunch of nerds, but the combination of academic smarts and prior military and government personnel produces an excellent melting pot for insight.
In this annual we found a phrase that captured both the detail-oriented and big-picture aspects of looking at a problem, and used imagery at varying distances to illustrate the concept visually. We divided the book into 3 thematic sections based on how we interface with our clients: partnership, transitions, and innovation; and 2 sections describing LMI: teamwork and leadership.
The annual report was very successful. It moved us from a documentary approach to one that highlighted our client relationships and unique character.