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darren namaye, john connoly, michelle marks / Ideas on Purpose
In creating Octel Corporation's 2003 Annual Report, Ideas on Purpose (IOP) encountered a company completing sweeping, fundamental structural changes. Over five years, Octel had transformed from a company primarily making lead for leaded fuel into a broad-based specialty chemicals company. Octel's annual, it was felt, needed to reflect the importance of this strategical reinvention.

After pinning down Octel's key messages, IOP created the theme "Good Chemistry" for the annual, highlighting the company's accomplishments in strategy and science. Using verbal and visual metaphors for chemistry, the firm devised a visual style and structure that would feature key successes and innovative products, thereby bringing Octel's goals and realized accomplishments together.

To create the most effective annual report, the creatives at IOP study the specifics of each client's business, identifying the company's unique story and uncovering the things that make their customers click. Commenting on the state of annual reports, IOP officials note, "The annual needs to be a marketing document at the highest levels, an important recruiting document, a corporate strategy document, and will continue to meet evolving business needs." It is in this spirit that Octel's annual was created.

Client Octel Corporation Creative Directors Darren Namaye, Michelle Marks Designer Darren Namaye Copywriters Nancy Garfinkel, Heather Ashworth (Octel)

Leimer Cross Design
NorskeCanada's 2003 annual report truly reflects the difficult conditions under which it was produced. After fluctuations in the value of the U.S. dollar seriously hurt the company, a decision was made to significantly scale back its annual only two weeks before the press date. Leimer Cross Design, the firm heading the project, was consequently forced to do a great deal of creative reworking on the fly. The result is an honest and modest report that breaks with tradition. Emphasis is on a frank, unadulterated presentation of the facts about the company's economic situation and its strategy for improving conditions in coming years.

NorskeCanada has proven itself to be one of the most scrupulous and open companies doing business today, and Leimer Cross sought to reflect these values in the report. Thus, it is designed to facilitate an honest recounting of NorskeCanada's story. Their experiences with the paper producer lead Leimer Cross officials to comment, "Having a lot of time to develop a concept is never as important as having a concise and honest story to tell."

Client Norske Skog Canada Limited Creative Director Kerry Leimer Writer Stuart Clugston Photographer Eric Myer Printer Blanchette Press

david stoyan wooten / Stoyan Design
There are no words to describe the Quiksilver lifestyle. The company has evolved from a 1970's boardshort company into a national, multibillion dollar apparel company grounded in the philosophy of youth. Working with Quiksilver over the last ten years, Stoyan Design has redefined their annual reports into much more than a financial document. The reports describe a company truly devoted to the lifestyles and passions of its customers.

The 2003 Annual Report continues that tradition with a twist. "Using 60 pages of lifestyle photos before any words appear," explains designer David Stoyan Wooten, "was the best way to describe the characteristics of the Quiksilver lifestyle. When you finally get to the words, they just reinforce the concept 'Quiksilver. No words needed.' Laminated chipboard on the front and back cover and stunning color photography give this report the feel of a prized coffee table book."

Stoyan Design is among the most respected multidisciplinary corporate design agencies in the country, with a body of work that includes annual reports, branding, identity systems, advertising, catalogs, multimedia and website design. In the last 18 years, the firm has designed and produced over 250 annual reports, working with a very diverse mix of companies. The firm's work has been recognized by many national and multinational competitions and publications.

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