Our brief from the client was to place the report’s focus squarely on the Association’s immense effort to attract and develop a new talent pool, and to shift the public’s perception of the industry to that of a dynamic and globally linked business.

We summed up the theme quite simply as ‘THE NEW ATTRACTION’ and executed the concept with a bold use of colour beginning with flourescent orange on the cover.

Each section was preceded by a divider page with a introductory statement in the relevant colour. The typography and tone of voice melded seamlessly into the overall impression of a forward looking and dynamic organization.

Art direction for photography emphasized the professionalism of the Association while lending an air of relaxed fraternity amongst key appointment holders.

A consistent visual element is the use of colour bars to provide emphasis on key points in a simple yet effective highlighter effect.

Here, the organizational chart presents the various branches and sub-committees in an eye-catching arrangement. The list of former Presidents and VPs of the Association appears on a two-tone timeline, underscored by the progression of years from grey to black.

The mid portion on the year’s key events took its yellow colour cue from the Global Internship Program – the highlight of the Association’s efforts for 2008. In this spread for the Review of Business, the colour bars doubled as informational graphics.

To cap the report, audited financial figures were presented on pages in a calm and factual blue. Again, the highlighter effect served its purpose by underlining the various account segments and sub-totals.