Orion Design & Branding ORION ANNUAL REPORT AND WELL-BEING LOUNGE by Media Cabinet, Miltton Creative Helsinki Finland

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Finland
Agency Media Cabinet
Agency Miltton Creative Helsinki Finland
Art Director Liisa Sandholm
Released March 2011

Credits & Description

Category: Large Business - international or global scale
Advertiser: ORION
Product/Service: ANNUAL REPORT
Date of First Appearance: Mar 9 2011
Entrant Company: MILTTON , Helsinki, FINLAND
Entry URL: http://ar2010.orion.fi/en
Vice President Communications: Terhi Ormio (Orion)
Financial Communications Officer: Tuukka Hirvonen (Orion)
Communications Assistant: Minna Lyhykäinen (Orion)
Account Director: Leena Löytömäki (Miltton)
Art Director: Liisa Sandholm (Miltton)
Account Manager: Jussi Palmén (Miltton)
Account Manager: Niina Perttilä (Miltton)
Graphic Designer: Anton Yarkin (Miltton)
Graphic Designer: Tiina Paasila (Miltton)
Project Manager: Sami Suni (Media Cabinet (online production))
Project Manager: Martti Typpö (Media Cabinet (online production))
Chif Executive Officer: Markku Aaltonen (Erweko / Publicom (printing house))
Media placement: Online Annual Report - Web - 9 March 2011
Media placement: Online Well-Being Lounge - Web - 9 March 2011
Media placement: Well-Being Lounge Site - Facebook - 9 March 2011
Media placement: Well-Being Visions 2030, Summer Job Competition - Lounge And Facebook - 9 March 2011
Media placement: Well-Being Visions 2030, Summer Job Competition - E-Mail Invitations - 10 March 2011
Media placement: Printed Brochures For Different Target Groups - Hard Copy - Week 11
Media placement: Concrete Well-Being Lounge - AGM - 31 March 2011

Describe the brief from the client
In previous years, Orion has published a very traditional annual report. This year they wanted to do something markedly different – and online rather than in print.

In Orion’s case, the target group for their annual report is more complex than simply analysts and investors. The bulk of the company’s shareholders are normal Finnish households. For this reason, Orion’s day-to-day consumers are also one of their key target groups for the publication. In addition, Orion needs to communicate with their partner companies, as well as their professional customers such as doctors and pharmacists.

Describe the challenges and key objectives
We came up with the idea of creating an interactive exhibition on the web, where people could get to know Orion in new, fresher way.

The key objectives were to make annual reporting more relevant to different target groups, engaging a wider consumer base with the material, and to make Orion’s vision of “building well-being” clear, concrete and easy to understand. This was a considerable challenge considering the widely varied nature of the stakeholder groups.

Another key aim was to establish a logical connection between the virtual exhibition and the more traditional material demanded by annual reporting requirements.

Describe how you arrived at the final design
To significantly broaden Orion’s annual reporting concept, we decided on a virtual exhibition. The name “Well-Being Lounge” was derived from Orion’s vision, which we wanted to highlight.

The virtual lounge format was a good way to communicate in a targeted manner to the main stakeholders: consumers, investors/analysts, partners and professionals. We divided the lounge into four sections, each of which deals specifically with one of these groups.

In addition to the lounge, we created a simple, well-formed annual report to be read online, which would best serve investors’ and analysts’ more traditional needs and expectations.

Give some indication of how successful the outcome was in the market
We managed to exceed many of the goals set for the visual identity, layout, functionality and content of the new online service. The actual results are still difficult to quantify as the service was launched on 9 March 2011. However, the customer sees great potential in the concept, and we are already planning ways to expand it, with next steps including the creation of an actual, physical version of the lounge.