We were tasked with capturing the energy of the theme “Onward” for Integrys’s 2010 annual report. The annual report had a predetermined page count it would stay in and content was specified for each of those pages — often near to bursting — making finding a way to organize all of that content and still find space for the theme to show through part of the challenge. Finally, I was tasked with managing the team of production artists to complete the 92 page report over one long weekend.
One of the conceptual directions I created used an arrow motif that would lead the viewer through the annual report from cover to end. By integrating the arrows into photography, it helped to show management and employees all being swept up in the momentum and kept the arrows from simply being extraneous design elements.