SHERRITT 2015 Annual Report
Project Brief: To produce the 2014/2015 Annual Report for Sherritt International Corp., one of the world’s largest producers of nickel from lateritic sources with operations in Canada, Cuba, and Madagascar. The annual report was an overview of the strategic priorities and operational highlights of the year, focusing on Sherritt’s sustainability initiatives. The design needed to be unique from their previous publications while still retaining a family resemblance.
My Role: This report was created by myself along with the team at Fusion Design Group. My role included, creative direction and development/execution of the entire publication.
Concept: The overall concept of the Annual Report was transparency. 2015 was a difficult year for commodities companies, and the goal was to be honest with their audience regarding the challenges they had faced over the year. Focus was also on showcasing their commitment to being a low-cost nickel producer during current market uncertainty. Our design solution used a lot of black and white photography paired with overlays of colour to represent that dedication to being honest and transparent without being too negative.
Process: An initial brainstorm meeting was held between the communications team at Sherritt and Fusion Design Group to determine possible creative directions to pursue. From there we created several inspiration boards for the client to review and provide feedback on. This gave us a clear foundation to build upon. Multiple concepts were developed for the cover and inside pages which the client narrowed down to a single conceptual direction with which to pursue. We then developed a full proof of the report based on the chosen concept. After multiple rounds of revisions, final production, press approvals, and a great partnership experience with our print vendor, the piece was delivered as scheduled.
Result: The client was very pleased with the final result and received great feedback on the report. We have also been awarded a similar job this year to create an employee engagement campaign for Sherritt International.