The emphasis of the Cepheid 2014 Annual Report was innovation. The goal was to communicate to the shareholders that Cepheid continues to be a leader in the molecular diagnostics industry, knowing that Cepheid would be making some innovative announcements later in the year..
The images were selected to represent the personal connection and highlight that Cepheid technology has a direct and positive human impact. The images of concerned parents, children and a cityscape also illustrate the wide reach that Cepheid technology has. The ribbon that threads its way throughout the book’s images, starting on the cover, symbolizes that Cepheid innovation touches many different lives from the individual to the family to the community at large.
Illustrating how Cepheid technology can directly impact patient's lives in a simple and straightforward way has meant that the response to the annual report has been very positive. The 2014 Annual Report has been well received by all who have seen it, including Cepheid shareholders, board members, investors and employees.