Introduction
ICICI Bank, the 2nd largest bank in India, commissioned Dickenson to conceptualise and design their Annual Report 2003-04. This was a landmark project for us. The numerous hours spent in giving our client design variations and theme concepts finally paid off. The challenge was to come up with the right theme for the Annual Report. ICICI Bank finally decided to bring out the legacy of ICICI Group which is entering its 50th year. Hence the theme “ICICI Group – Celebrating 50 years in finance” was finalised.
It was decided that the 50 years be split into 5 decades and each decade covered in the 5 separators respectively to give visual and graphic relief. The idea behind the theme was to highlight the main economic developments of India in each decade and to link it with ICICI Group's role and achievements in that decade.
Copy for the theme separators of the Annual Report was researched and developed by Dickenson's research team of four people. The content required extensive research and interpretation of data and information, both primary and secondary, to decide the main economic developments for each of the 5 decades. With the help of ICICI Bank, the role of ICICI Group in every decade was then defined and linked with the economic developments.
Once these linkages were established, the graphics and the visuals concepts were decided. A photo shoot was commissioned to capture the sentiments and message for each separator.
The whole exercise resulted in 5 full bleed separators with visuals relating to each of the economic highlight. The 5 economic highlights were: Industrialisation 1955-64, Nationalisation 1965-74, Consolidation 1975-84, Liberalisation 1985-94 and Globalisation 1995-2004.
Three versions of the Annual Report were designed. One was the full colour version of the front end part with B&W financials, of which limited copies were printed. The second version had full colour pages only for the front section and the balance of the annual report was printed in single colour. The third version was the abridged version which just had the financials and the Chairman's and MD's letter. This was printed using one colour.
|
