Wartsila Design & Branding WÄRTSILÄ ANNUAL REPORT 2010 by Crasman, Miltton Creative Helsinki Finland

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

Credits & Description

Category: Large Business - international or global scale
Advertiser: WÄRTSILÄ
Product/Service: WÄRTSILÄ ANNUAL REPORT 2010
Date of First Appearance: Feb 10 2011
Entrant Company: MILTTON , Helsinki, FINLAND
Entry URL: http://www.annualreport2010.wartsila.com
Art Director: Liisa Sandholm (Miltton)
Account Manager: Anni Pyöriä (Miltton)
Director of Investor Relations (until 28 February 2010): Joséphine Mickwitz (Wärtsilä)
Industrial Relations Officer: Natalia Valtasaari (Wärtsilä)
Account Director: Camilla Lindeberg (Miltton)
Communications Consultant: Stephen Lee (Miltton)
Graphic Designer: Ivan Prohorov (Miltton)
Graphic Designer: Jonatan Hildén (Miltton)
Graphic Designer: Suvi Tikka (Miltton)
Project Manager: Mikko Mustalampi (Crasman Co)
Media placement: Online Annual Report - Internet - 10 February 2011
Media placement: IPad Application - Apple Application Store - 14 February 2011
Media placement: Company Brochure - Distributed To Stakeholders (E.g. In AGM) - 25 February 2011

Describe the brief from the client
Wärtsilä has been a forerunner in annual reporting among Finnish listed companies and has always been keen on developing the format of the report. In 2010, Wärtsilä published its first online Annual Report. This year’s target was to further develop the online report keeping in mind the feedback that was received from the stakeholder survey, which took place in the summer of 2010, and also keeping in mind general reviews of the previous report.

Describe the challenges and key objectives
The main challenge was to improve the online report, in the way that Wärtsilä’s shareholders and other main target groups would feel that the report was easy to use and present them with the advantagesof an online report compared to a hard copy. Also, by adding a new user format (an iPad application), we wanted to continue challenging the traditions of printed Annual Reports. Despite that the general Annual Report has strictly set target groups, we also wanted to reach visitors outside this realm and create an Annual Report that has a broader information channel rather than just a basic report.

Describe how you arrived at the final design
The overall design should present Wärtsilä as a global thinker and local operator. We chose the key messages and wrote a synopsis for the report. From the very beginning, we worked the copy texts and visuals simultaneously in order to build a solid and streamlined concept. The theme, Glocal, was created in this phase.

Give some indication of how successful the outcome was in the market
Officials surveys have not been carried out yet, therefore it is hard to evaluate the concrete success. However, the report has received excellent feedback among the company including Wärtsilä’s top management. The report was also mentioned as a good example of online reports on the web page http://irwebreport.com.