Artfully capturing stability in 2016/17 and ascent in 2014/15 through unique designs, these reports and accounts make a lasting impression.
In shaping Ted Baker’s 2016/17 reports and accounts, the central focus was undeniable — to safeguard the health of the brand for the long term. A year of unwavering consistency, the design narrative had to reflect that integrity in the brand’s strategic pursuit of brand stability.
Not just another year of numerical celebration, this brief led the design to a deeper incision of the business itself and the striving of their best for health, sustainability and entrepreneurialism, entirely in the Ted way.
With an interactive cover in a bathroom scale design featuring an embedded rotating disk, we delivered an appealing tactile element. I employed a minimalist aesthetic, selecting only a single Pantone colour to reduce print costs. I also created all illustrations independently to ensure a consistent visual narrative.
The report intelligently packs a brand’s unwavering dedication to health, stability and entrepreneurialism in Ted through an interactive design that reinforces its brand innovation. The embedded rotating disk is a creative touch, providing all stakeholders with an engaging insight into a truly unique brand.
The 2014/15 report and accounts tell the story of Ted Baker’s remarkable ascent throughout the period.
The challenge was to visually articulate the brand’s share price ascent in a way that transcended the generic boundaries of financial documents and created an artefact that exemplified the adventurous spirit and fundamental brand values of Ted Baker.
The design took the form of a book on mountain climbing, aiming for a purely symbolic representation. The vacuum-packed report unravelled like a map, a French fold binding giving it a tactile, exploratory edge. The cover featured a hybrid of climbing wall holds and buttons, intentionally steering clear of the expected. I meticulously art-directed product shots to communicate boldness and innovation. The result narrates a brand rooted in an audacious ascent and relentless commitment to innovation that lives in stakeholders’ hearts.
As a result, the reports transcend their standing as financial documents and are instead vivid narratives of Ted Baker’s journey. They leverage creative storytelling, impactful visuals and the power to engage stakeholders through unconventional designs.
