Objective—To choose a company’s annual report and redesign it. Show the ability to follow the design language of the brand and establish a cohesive visual communication in typography, tables and charts. The goal is to deconstruct the design language and reconstruct it into an integrated, newly envisioned annual report.
Approach—The company group I chose is the WPP Group, the world’s largest advertising communications group, focusing on creative transformation. Circles is a conceptual annual report designed for the WPP Group. The circular elements are the design direction of this report, and the annual results of each year are like the growth of the annual rings. By breaking the basic framework of the traditional annual report, the images, texts, charts, and big data in the book are all designed around the circle. By presenting a series of interesting visual combinations, it illustrates the unique temperament of the company and expresses the attitude and spirit of the group’s unity.
Approach—The company group I chose is the WPP Group, the world’s largest advertising communications group, focusing on creative transformation. Circles is a conceptual annual report designed for the WPP Group. The circular elements are the design direction of this report, and the annual results of each year are like the growth of the annual rings. By breaking the basic framework of the traditional annual report, the images, texts, charts, and big data in the book are all designed around the circle. By presenting a series of interesting visual combinations, it illustrates the unique temperament of the company and expresses the attitude and spirit of the group’s unity.
