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client
levi strauss & co.
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project
annual report
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perception/tone
user-friendly, informative, comprehensive
Transforming an icon.
Rooted deeply into the fabric of American history, Levi Strauss & Co. has become synonymous with American denim. Levi's annual financial report serves as a wellness check of their company to shareholders, stakeholders, the media and the community. The purpose of the report was to leave the audience with a comprehensive and concise understanding of Levi’s business practices and to reinforce their continued investment. The design challenge was to create an engaging report that provides financial information, highlights the company’s achievements, and additional information pertaining to the fiscal year.
Expressive typography, space and deliberate use of tension broke up large chunks of information, while hand-drawn illustration and infographics made the data more digestible to its readers. While not sacrificing legibility, a grungy illustration style was used to support Levi's overall vibe and appearance that they have carefully crafted and built over the years. Bright colors and dynamic use of logo art cultivated a logical, albeit dynamic user experience. Not overwrought with jargon, the pragmatic report left current and potential investors not only secure in Levi Strauss as a company, but hopeful for the future.
