2012 Winners & Shortlists

Brief Explanation

Whilst the business face of Mubadala was visible it social achievements were not fully evident. Hence the task of creating a report that mirrored both these activities.

The Brief

To communicate the concept of a ‘dual mandate’ which is at the core of Mubadala’s operations. To create a report that establishes this balance.

How the final design was conceived

We responded with a creative design that communicated the double bottom-line that transcended the rhetoric. An appropriate tone of voice encouraged the chosen theme and helped to express the key messages of strong financial returns and sustained social benefits.

Indication of how successful the outcome was in the market

The annual report was well received by its key stakeholders. It presented a comprehensive picture of the organisation’s activities and created a positive image of both its business and social achievements.