Goodesign presented this cover option—which was drastically different than the other option—to Endeavor for its 2004–2005 annual report.

WHERE
For the 2005 report, Shaw and Hammill came up with two options to present to the CEO. The first option was the more obvious solution: The design incorporated bright colors, big type, and bold graphics. “We used the previous year’s color palette and just made it brighter. It still had that Endeavor feel but with a punch,” says Hammill. “We wanted to capture the spirit of Endeavor with colorful photo collages, and type. It really showed their diversity.”

The second design was completely different from previous materials, and the designers loved it. Goodesign intern Jemme Aldridge came across a picture of agricultural crop circles that seemed to form a patchwork quilt over the landscape. “It was a beautiful image that said so much,” Shaw says. “In one way it could be seen as different people and/or cultures coming together, and it could also portray the productivity, resourcefulness, and creativity of man.”

2003–2004 Annual report cover and intro spread. COVER PHOTO: Bruce Feiler.

WHEN
At the presentation, Shaw and Hammill proposed that Endeavor ditch its usual photo options—the company, the entrepreneurs, typical images associated with annual reports—and go with photos that seemingly have nothing to do with the organization. “We wanted to choose a theme for all of the photos that could be used as an introduction and as section openers,” Shaw says. “Images that were compelling, thought provoking, and symbolic without being obvious, and it had to be a theme that wasn’t too specific, but general enough to be interpreted as many different ideas.

“Linda Rottenberg, the CEO, surprised us by immediately choosing this option. She thought it was smart and compelling and bold and different, and she was willing to do something less expected,” Shaw adds. Their risk paid off.

First presentation option for the 2004–2005 annual report. (COVER, PQ Images, 22719870, 22211448; SPREAD, Creatas Image 22155804).

WHY
“All the photos of the crops have a natural color palette and feel really warm, but the scale of the crops, and their differences from landscape to landscape [making interweaving patterns] conceptually show different cultures, growth, and a harmony with nature and man,” Hammill explains.

Hammill and Shaw are thrilled when their clients choose the most appropriate design for the project, especially when it’s the less-obvious approach. “Endeavor is a client that loves to take chances and likes to be bold, so it was a perfect progression from last year’s report,” says Shaw.

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