What if an annual report looked like a magazine?
ALJ, a Toyota dealership in Saudi Arabia, came to us with a problem. Young people were not interested in working for them.
Instead of creating an advertising campaign, we dug deeper into the company and found that community initiatives is a big part of what they do. They had an impressive amount of projects aimed at giving back to their community and they were much more than a car dealership. We decided to design an annual report where each spread is a story of someone this company helped.
Due to their limited budget, most of the content was created by hand, which created an authentic feel to the report.
I was part of this project for two years. For 2012 we went for a colorful and vibrant look. The CEO called it Saudi Hip Hop. (See ALJ Community Initiatives 2013 for the next annual report).
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