The creative focus aimed to ironically break the traditional annual reports in their current efforts to reduce themselves to a minimum and restrained opulence. The "back to basics" motto is sharpened to its limits both optically and in terms of content.
Over 10,000 annual reports are published in Germany every year. Reports in which the relevant company character is frequently lost in unwanted, uniform formats that look just like power lines.
This understanding represented for the client and its subsidiary, the command to start again: The annual report becomes a creative data medium for the corporate culture!
The company's background as a creative store for technical innovations, digital peripherals and successful basic processes were the reason to write the 2012 business numbers in the relevant code.
By reducing the text and image to an extreme level, the return to traditional business values was over-emphasized. Letters, ones and zeros. Genuinely Basic.
"Genuinely Basic" – the client and its subsidiary consider their digital roots and celebrate the evolution of the "basic" revolution with a clear analogue version of their digital values. With ASCII fonts and continuous-form paper, the group presents its performance characteristics and integrates the admin director alongside all of the employees as a valuable system resource.
Art Director:Thomas Schneider
Creative Director:Burghard Drews
Head Of Corporate Communications:Tanja Mumme