Create an annual report that helps build what the CEO calls Abbott’s “investment identity”—the unique combination of attributes that add up to value for investors such as stability, global reach, product leadership and trend relevance. The report’s timing relative to a new Abbott brand in development made it one of the new brand’s first expressions. This is Abbott. This is life.

Built a series of “big message” spreads to convey high-level concepts after the letter, followed by sections for the four divisions. Division sections convey key investor content with quick-read text and colorful graphics along with human and product imagery. Followed/interpreted new brand standards. Overall objective: a clear, engaging, easy, informative read.

Did our design drive an 18% increase in stock price? No. Results defined in satisfaction and needs met across several client constituencies. The CEO gets a tool to communicate his strategic vision; IR gets a means to reinforce key investor messages; brand people see the new brand come to life; sales force gets a general “about Abbott” piece, particularly useful with government audiences in new global markets.