Tell a confident and compelling story about who GM is today and where the company goes from here.
Use bold images and direct, plain-spoken copy to convey GM’s renewed commitment to put customers at the center of everything the company does. Further reinforce that core message by featuring an actual customer on the cover and in the opening spread. And break with typical annual report practice by leading off with a narrative section that expands on the company’s values-driven focus on customers, then moving on from there to the CEO’s message and financial discussion.
An annual report that not only details GM’s 2014 financial performance, but that also tells the GM story in a way that puts an authentic human face on the company and creates optimism about GM’s future. A second version of the report – minus the detailed financials – is being made to various departments of the company, who are enthusiastically sharing it with consumers, suppliers, business and community partners, and other stakeholders.