2011 Winners & Shortlists

Brief Explanation

The objective was to create a lasting document accurately reflecting the range and success of the CSR programme. One challenge was to effectively capture imagery of projects around such a large and diverse nation. Achieved through a blend of new photography for the key images – covers/ double page spreads – coupled with photography taken of projects over the past 10 years. A key challenge was to agree with the client on highest profile projects to promote, reflecting the diversity and scope of CSR activity. A final objective was eco-friendly printing - 100 per cent recycled paper, vegetable ink and water-based varnish.

The Brief

The client needed to create a memorable publication celebrating a decade of success as a pioneer of CSR in Oman – while also looking at its new strategic direction for the future. The publication had to focus on the diversity and success of projects that had changed lives in communities across the country. Client requested a document that was people focused, rich in visual imagery and also one that through content and design would have a long lasting shelf life of several years.

How the final design was conceived

Our ambition was to create a distinctive, high impact publication standing out from the usual style of document produced in Oman. We moved from a standard A4 to large 30cm x 30cm format for our design. We chose a highly emotive, single minded visual approach – bold images of children on covers, strong people focused imagery dominating design throughout. A black background brought out the colour of the photographs and created an innovative fresh look for Oman. In layout we sought to ensure balance and harmony and eco-friendly printing on recycled paper, using vegetable based inks and water based varnish.

Indication of how successful the outcome was in the market

The publication was launched at a press event hosted by the Omani Minister of Oil and Gas and subsequently distributed to key stakeholders. Media, Ministry officials, CSR beneficiaries and others attending the launch were highly impressed with the quality of the publication and stylistic approach that broke new design ground in Oman through its single minded use of powerful imagery on its cover and inside. It is now used by Oman LNG as a key tool whenever the company showcases its superb track record of CSR investment and activity that is a role model for the Sultanate of Oman.