Palfinger AG Design & Branding WE SAVED WHEREVER WE COULD by Rahofer, Rahofer Werbeagentur

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Austria
Agency Rahofer
Agency Rahofer Werbeagentur
Creative Director Jo Nussbaumer
Art Director Katharina Lassnig
Released March 2010

Credits & Description

Category: Large Business - international or global scale
Advertiser: PALFINGER
Product/Service: ANNUAL REPORT 2009
Date of First Appearance: Mar 2 2010
Entrant Company: RAHOFER, Salzburg, AUSTRIA
Corporate Communications: Hannes Roither (Palfinger)
Concept/Creative Director: Jo Nussbaumer (Rahofer Werbeagentur)
Graphic/Art Director: Katharina Lassnig (Rahofer Werbeagentur)
Illustration: (Illunet)
Copywriter: (Scholdan)
Media placement: Annual Report, Mailing - 3000 Mailings Distributed To Stockholders And Analysts - 07.03.2010

Describe the brief from the client
Economising wherever possible!

The economic crisis has also dealt a severe blow to the market leader for hydraulic knuckle boom cranes and leading manufacturers of hydraulic lifting, loading and handling systems. The logical consequence for PALFINGER is: economise wherever possible. It is precisely this sentiment that is expressed by the Annual Report.

Describe the challenges and key objectives
The “economy” concept is a central theme running throughout the report: simple presentation, rough layout, old-fashioned typewriter typeface, cheaply stapled binding, quick scribbles, blacked-out text, even handwritten corrections. The initial impression: that which is being held is merely a draft.

Describe how you arrived at the final design
The Annual Report makes a conscious break with the tradition of its costly and spectacular predecessor. In this way it deliberately sets a new standard by virtue of effective but economical, low-key presentation.

Give some indication of how successful the outcome was in the market
It was a surprising but positively received message for analysts and stockholders.