RLI is a specialty, property and casualty insurer operating nationwide, boasting year after year profits. They attribute this success to their unique business model. Their struggle has always been to be able to explain their 9 business principles in a memorable way. The bottom line to their business principles is the fact that if you are working for RLI, you are an owner. Whether you are an executive officer, an underwriter, or a mid-level employee, everyone is enrolled in the Employee Stock Ownership Plan (ESOP). And when people are owners, they go above and beyond to make the operation run smoothly.
Based on this knowledge, the concept of the annual report was set. "Owners' Manual: the principles that drive our success." The visual concept: a car owner's manual. This set the tone for the book in its entirety: black cover; black, white and red visuals; line drawings and illustrations; plastic cover used in mailing; and more.
At the end, every single "owner" of RLI is listed by name. When each employee at RLI receives their copy of the annual report, I wanted them to feel proud. And to be reminded that each and every single one of them and their commitment to the company is what drives its success.
The book is 7.25" x 9.5" mimicing the size of an actual car owner's manual. There is a die-cut on the front cover to reveal the numbers "06." It is 60 pages long.