70. KUHLMANN LEAVITT, INC.
Las Vegas is an oasis devoted to the industry of American entertainment pastimes and home to a fast-developing economy. “We tried to show the state of affairs, the incredible boom, the crazy housing market and how that dramatically impacts Station Casinos’ business,” creative director Deanna Kuhlmann-Leavitt says. “Station Casinos wanted to tell what they viewed to be a very simple, yet compelling story about their business model using supply and demand theory.”

“Demand Drivers,” is the opening chapter to the 2004 annual report. It’s a testimony of charts and richly printed photography of the land development supporting the supply and demand theme that frames the report.

“The challenge was to format a curricular text but steer away from the look of the boring textbooks we are all too familiar with,” Kuhlmann-Leavitt explains. “We included enough charts and graphs to tell the story in a way that felt collegiate and then we paired that look with luscious photos, eight different paper changes, and elegant typography that captured the glamorous side of the business.”

It’s a textbook too attractive for the boredom-motivated vandalism that marks the pages of students’ first-period texts. Nary a “School sux” nor a “Bite me” shall be found here.
Marlena Bishop