Matching Needs:
During the financial year, the Company executed the deepest offshore pipeline project in the Gulf of Mexico (USA), added a new product (ERW pipes) to its existing product portfolio and invested heavily in capacity expansion (Anjar, Gujarat ). We were expected to highlight all these differentiating aspects in the Annual Report. Our research further extended to studying other industries such as steel, shipping, oil and gas to understand their interdependence and impact on each other.
After many rounds of interview, detailed discussion and research, we started drafting the MDA and the Chairman's letter. We undertook a section by section approach and first-cuts were prepared based on the information and data gathered. After going through several rounds of inputs and suggestions from the client, we were able to put together a compelling MDA reflecting the views and analysis of the management in a logical manner for the shareholders.
Through in-depth interview and discussion with the various business heads and top management people, it was clear that the message that had to be conveyed to the shareholders was about the Company's significant investment in capacity expansion and continuous upgradation in technology and processes to grow at high speed. This led to the theme being finalised on “Growth raised to infinity” that represents their continuous growth. The quintessence of the project was to highlight the Company's potential to grow at great speed through constant upgradation of its capacity and processes.
The design of the annual report was defined with emphasis on keeping it reader friendly and maintaining a lot of white space. This gave it a very neat and pleasant look. The use of gatefold cover lent an easy access to the key financial and business highlights of the Company. The colour schemes and font family were also kept in compliance with the Company's set specifications. The images used were taken from an extensive photo shoot conducted by us and image bank maintained by the Company. We also designed double spread separators, using the right images and copy that carried forward the vision statement and the theme throughout the annual report.
All the financial and business highlights along with the developments and achievements of the Company were presented through front end sections such as – Theme note, separators and the entire design. It required us to carefully word and construct the theme note, separators and Chairman's letter to bring out the vision of the Company. A photo shoot was commissioned to us for the Company's management team and other business heads to exhibit their growth theme by introducing the management team to its stakeholders. We also conducted a photo shoot at their new plant in Anjar, its project leader and its operation's team to impart a distinctive ‘large-scale' look to the annual report. |
