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    About

    A concept brand identity and annual report.
    Published:
Heavy Corp. is a fictive company I created. They are in the construction and mining business, leading the former and only beginning to specialize in the latter. I thought it would be interesting to finish refreshing their now 50 year old brand with an anniversary edition annual report. The color theme was inspired by the World Boxing Council’s belt, which harkens back to their founding history and blue-collar core value of being a people’s champion.
 
These periodic reports are some of the dryest documents around, form-bound by federal law in the public domain. While they can be stylized in the context of an in-house report, they are still generally written in a way ultimately targeted at shareholders and potential new investors. I believe, an annual report should be something of interest to all stakeholders of a company, and needs to express the employee’s efforts and spirit alongside the numbers everyone has worked so hard for. The best way to share a document with lots of people is digitally. I see no reason for something informational to not be distributed digitally first and foremost, then circulated around a corporation’s workforce as part of a more inclusive work culture. The project was designed with the flair of modernization in mind, to accompany the brand refresh scenario.
 

Life is worth carrying.

Creating the logo took much more time than anticipated. It was very hard to get the balance right using an element that effectively worked as an underline and an older style of type that I redrew to fit my vision.
A lot of designers seemingly use random text for the body copy of these showcases, because it saves a lot of time. Since the point of this project is the injection of life, I felt it necessary to fleshen it out with something an innovative person from the Communications department of Heavy might write.
I had to do a lot of market research to make sure that core ideas were realistic enough pertaining to the industries and numbers were in plausible relation with each other. Unexpectedly, this taught me quite a bit about the mineral sands and precious metals industry. This is relevant because all of our electronics heavily rely on components made from rare earth materials. China is the nation with the biggest deposits of naturally ocurring rare earth resources and is leading the market by a landslide, followed by relatively young Australian companies with, almost, start-up character.
My research was also directed to the annual reports of many other companies, not just of fellow construction companies, but also of the biggest tech and lifestyle businesses. What I noticed was that instead of leading the charge in terms of document design, American big players tended to skip a more elaborate report altogether, in favor of only doing a Form 10-k – a report as by the strict, lawful requirements of the US Securities and Exchange Commission.
Thinking about the improvement of tedious corporate documents, an idea that struck was making them positively interactive for digital audiences. With the use of motion graphics in particular, the presentation of information would be enhanced.
Getting financial data right as far as correlating factors go presented itself as a challenge in the sense that it made me triple check with comparable businesses and what data I could extract from the market, taking too much time.
A lot of the effort went into searching for decent stock online. As easy to grasp as InDesign is, some things are nonsensically counterintuitive.
The typeface was limited to Pier Sans. Alterations between weights were sufficient in my eyes and played well with the serifs of the logo.
My first attempt at drafting this kept it strictly flat and two-dimensional. I softened up eventually, recognizing that spatial awareness, almost without fail, just adds interest to a design. This realization ties in nicely with future projects I am already working on.


Thank you for looking at my work.