2011 Winners & Shortlists

Brief Explanation

The challenge was to demonstrate that during tough economic times Zamil Industrial continued to perform and achieve results, whilst remaining sensitive to the global economic climate. To see the annual report as a channel to communicate the inherent brand principles which are very much born out of their 'foresight' - in recognizing potential opportunities, seizing and nurturing them. Careful strategic planning enable them to withstand and experience growth during the economic downturn and we felt this was a central to our communication objective.

The Brief

The brief was to remain in keeping with the brands core underlying values of humanity, integrity and faith, the key drivers within the brand.

How the final design was conceived

The illustration in the annual report is based on "Twenty Leaves and an Apple"- by artist Alexander Calder (1898-1976). Calder is credited with inventing the mobile, at once enchantingly reconciling both the art and the science of equilibrium in a most unforgettably iconic manner. An apt metaphor - we felt - as perhaps never more than through 2009 has Zamil Industrial's sense of balance and harmony - both innate and meticulously planned - been so successfully demonstrated. Indeed as the title read "the greatest hope for maintaining equilibrium in the face of any situation rests within ourselves".

Indication of how successful the outcome was in the market

It was extremely well received, with management and shareholders being pleasantly surprised by the look and feel of the publication during a time when much doom and gloom was felt, it acted as a great branding platform to reiterate the brands core values and at the same time to inspire and build confidence in the readers.