We are growing
Atlantic Grupa
Issue 28 | September 2013
Agency
Imago advertising agency
Creative Team
Creative Director and Copywriter: Vanja Blemensajn Art Director, Illustrator, Designer: Vinko Culijak Account Director: Danijela Delic Account Assistant: Martina Bek Pre-press: Nikola Janjic Support: Dean Vranic Proofreading: Darren Rupert Thorough, Lauren Puglia
Production Team
Printing Company: Cerovski print boutique Atlantic Grupa: Director of Corporate Communications: Gabrijela Kasapovic Director of Internal Communications: Feda Hudina
Date
April 2013
Background
Atlantic Grupa was one of the largest food companies in South-Eastern Europe. Despite challenging times, organic growth plus a series of successful acquisitions had led to a year of substantial gains.
Idea
The annual company report needed
to capture not just a sense of Atlantic Grupa’s outstanding performance in the recent past but also its determination to continue growing in the future.
Though the company was respected for its energy and ambition, the report also needed to convey a sense of fun.
Results
The company overview “We are growing” was perceived very well among the company’s employees and gained positive feedback when given to company’s business partners.
The unusual design, which directly illustrated the company’s growth, attracted attention and signified a change from the normal conservative booklets and presentation brochures to an interesting book that actually demonstrated growth.
Our Thoughts
Brands communicate as much in how they say something as in what they say. This is a case in point. Atlantic Grupa could have produced a booklet crammed full of stock-shots of smiling twerps in suits and it would have said, we are a company that doesn’t think and doesn’t care. Or they could produce a book in the shape of an ascending graph, ingeniously put together, which says, louder than any headline, we are an interesting company going places.
Behind every piece of work which is dull, unimaginative and utterly forgettable is a committee of people paralysed by indecision. I am so pleased that the client, Gabrijela Kasapovic, has been credited here because she was clearly someone unafraid to be noticed.