Introduction

HDFC Bank, the first private sector bank to have received a license from the Reserve Bank of India, has emerged as one of the leading banks in the country over the past 10 years. HDFC Bank now boasts of 467 branches, around 1100 ATMs and over 6.75 million customers all over India. The bank has been performing consistently over the past decade, growing between 20% to 30% annually.

The company wanted to portray that the last decade was just the beginning and that there is more to come in terms of opportunities and growth. The idea was to blend the past with the future.

Dickenson was given the challenging task of developing an appropriate tagline and theme for the annual report, and highlight HDFC's legacy of 10 years through its design concepts.

It was decided that the taglines would talk about the past while the visuals would depict the future. So for the cover page, a highway with as milestones was chosen to depict that HDFC Bank will continue to perform with the same momentum for the coming decades.

The theme page is a very important part of the annual report as it sets the tone for what the company wants its investors to think about it. So it was decided to put the values and principle of HDFC Bank in the theme to portray their commitment towards their customers and investors.

As for the main content, a spread was prepared showing the milestones reached over the past decade. To highlight their consistent performance a financial highlight of the last 10 years was also included in the annual report.

The theme extensions were divided into the following graphic spreads:

• Quality Growth – to show that the bank is growing fast but not at the expense of quality of credit
• Large Product Profile – to show that all needs of the customers are satisfied under one roof
• Ethics & Corporate Governance – to show that the bank ensures the greatest possible transparency for all stakeholder groups
• Expanded Geographical Presence - to show that the customers can get their banking done anytime and anywhere in the country.