francesca's is a publicly traded company known for its boutique experience. But try explaining an unusual business model that targets young, fashionable women to a group of analysts who, for the most part, are not. My concept celebrated the very quality that sets francesca's apart, upon which its success is built.

 

Opening spread included a gatefold that showcased different store fronts and paid off the cover concept.

Designer Marcia Hoang incorporated francesca's aesthetic into the annual report.

Translated to the web, each storefront provided an inviting portal. I simplified copy to ease navigation.

While francesca's didn't choose to alter the copy for the web, simplifying and shortening is always an option--particularly when the complete annual report can be downloaded (see upper right-hand corner).