Who was it for?
This was my first project at Conran Design Group, working on the Associated British Foods annual report for 2011/12
What was the brief?
I was tasked with bringing the annual report to life online, in line with the printed report. I had to design it in a way that allowed the final figures to be edited at the end of their financial year. I needed to use Univers Condensed as the font and incorporate the ABF red but other than that the style was quite open.
What did I do?
I worked alongside the print designers, using their double page spreads as inspiration for the animation sectors. I designed the spinning menu system to show how the business is divided into five complimentary sectors and developed the contrasting styles to illustrate the variety.
It was great being given such responsibility and working on the entire project from concept to execution. As well as animating I also worked on two shoots as we filmed and photographed the launch of Primark in Westfield for the retail section, then had a one-day shoot on location for the grocery film. I also worked with sound designer Jamie Frye to compose a bespoke arrangement of music and effects for the video.
So what happened in the end?
The website has now gone live and the full version and individual sections are available to view here. The whole site works on iPad too as we used a HTML5 player for the videos.
I learnt a lot about working on a dynamic project as part of a team and it was a good introduction to how fast-changing a live brief can be. It was a great test of both my attention to detail and creativity. When I started on the project I was just an intern but in the end I was invited to stay full-time, so personally it was a great success.
Next project: Swing Set
Previous project: Christmas Zoetrope