Project brief: Vulcan Materials Company provides the basic materials for transportation infrastructure and industrial development. As such, the company wanted its annual report to outline the four intrinsic aspects of the company—both operational and financial—that make it well positioned to contribute to economic recovery.

Approach: Our solution took the communication directive head-on, listing the four key message topics right on the cover and then presenting Vulcan’s response to each topic on the opening page. This simple two-word series on page one is a distilled takeaway of the entire report. Each topic is then explored, and the charts and data supporting Vulcan’s strong position in the marketplace are showcased throughout the report. The clean, modern aesthetic and subtle color palette of warm metallics reinforce Vulcan’s brand and image.

Effectiveness: The client and we consider this piece effective as a successful example of the client’s strategy made visible. It combines the qualities of being focused, intelligent and impactful.

The main function of an annual report is to deliver financial results. This book does that in a way that is engaging and easy to follow.