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ANNUAL REPORT
PAPER PROMOTION
Crown Vantage asked AXIS to create a piece to promote the use of their Graphika! line of uncoated papers in the production of annual reports. The first phase was to explore various thematic options. Since the audience was the graphic design community, the theme needed to be more than a straight promotional approach. In addition, the selling of high quality paper to the design community doesn't take place in the form of simply telling about the benefits and qualities. Adventurous approaches and intriguing visual elements are what draw the attention of this audience. It is similar in a way to Volkswagen advertising their beetle by using a playful image building appeal instead of spending a lot of time talking about the horse power and what kind of breaks it has.
So the thought of creating a "controlled rebellion" against the traditional approaches to annual reports seemed to be a logical direction. Enter, the concept of cubism. It was the perfect answer. To take the common elements that are frequently found in an annual report and look at them from a cubist point of view. Almost using the annual report as a starting point and exploring what form it would take if a cubist artist was to "build" an annual report.
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