shorts
annual report

Use all of the cover.
So long as the image visible on the front cover works well there, never hesitate to expand it to the back cover. If more content will further support what the cover communicates, it should be used. Even if it isn't immediately seen the first time a reader handles the publication. When it is noticed, however, the extra bonus of someone mentally registering an upgraded visual impression is realized.
         With masthead and a design format that have remained the same for years, this annual report's content is free to flourish. While recognition remains high because of design consistencies, new excitement is generated by images appropriate to the year that has just passed.

Take time to review existing photographs and illustrations.
While there is no guarantee that a search of the files will provide all the solutions needed for a new annual report, it will be well worth your time. Familiarity with the overall brand direction and appreciation for the value of building a library will both be furthered.
         In some situations, such a run through the existing materials can prove to be a huge success. It turned out that the United Fresh Fruit and Vegetable Association's library of gorgeous photography was irresistible. And they owned it all outright. Talk about getting your money's worth, I used nearly every bit of it (right down to the last lime) to create a most bountiful border and to illustrate feature spreads. From both an artistic and a member point of view, this annual report was a very fruitful effort.

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