2011 Winners & Shortlists

Brief Explanation

I had to come up with something creative and different. In the initial design pitch as I was up against 7 internationally renowned agencies including the agency who had produced the 4 previous consecutive reports. I was a new kid on the block and I wanted my design creativity and freelance edge to be the winning element utilising worldwide expert resources to achieve the win. Another of my objectives was to push the bank to Go Green, save money and demonstrate sustainability by increasing the online annual report presence, usability and accessibility.

The Brief

Tone and style: --------------------- BBK launched a new look/feel for its corporate identity in 2005 with a 'Brighter Banking' promise. 'Brighter Banking' has been the concept from which BBK derives all its communication, including its annual report. Communication objectives: ------------------------------------------ Clearly position BBK as a leading financial institution, - by its stable and secure position in the market - by its wide range of products offering - by its large network of delivery channels - by its advanced internet banking - by its large customer case, both retail and corporate Supply printed annual report along with website and CDrom.

How the final design was conceived

"Numbers in Nature. Beauty in Banking." is a captivating concept that ties in with the brighter banking and future ideals of growth and expansion. The viewer/reader (there is a accompanying video on the website which is the epicentre of the design concept http://www.bbkonline.com/annualreport2010/frontsection/video.html) shows how numbers are in everything of nature and beauty we see. The illustrative dividing and multiplying reflects the growth of the bank. The reader/viewer is also entertained with snippets of mathematical wonders, such as Fibonacci and the Golden Ratio. The concept also positions the Bank as environmentally aware and thus more popular in today's world.

Indication of how successful the outcome was in the market

It has only just been released, but initial feedback is overwhelmingly good. BBK are totally thrilled with both printed version and online and also critiques from around the world are applauding the concept, quality and beauty of the printed and digital reports from design, copy content and print quality too. I also prompted them to further move into the future by manufacturing usb flash drives instead of dated CD roms which they were very happy with too. The report is only to be distributed to shareholders, selected corporate customers and employees of the bank.