Pinnacle West Capital Corporation, the holding company for several electric utility subsidiaries, wanted an annual report that would communicate the remarkable year and positive momentum they enjoyed in 2014. They were looking for a piece to position them as industry and thought leaders without seeming boastful in tonality.
The theme “Follow a Leader” was chosen. This ever so slight turn on the expected “Follow the Leader” comes off as confident and strong without feeling like a bragging statement of greatness. In a shift from past annual reports, this piece doesn’t start with a short letter to shareholders but rather a sprawling narrative utilizing large graphic facts as well as custom photography to outline exactly why Pinnacle West is an industry leader. A large portion of the budget was devoted to the cover. We used a colored stock and silver emboss to emulate the feel of a classic cloth covered ledger or journal that might hold financial statements.
Pinnacle West was very pleased with the results. They were particularly taken with the classic and sophisticated cover that gave them the strong financial feel they were seeking without being flashy.