The client is Adidas and the target audience are its stakeholders including employees, investors, auditors, consumers and more. This is an annual report design for 2018. This was made to highlight their accomplishments as a company and future opportunities and possibilities. As an annual report and its possible audience, I wanted to make sure there are iconic symbols used that are truly Adidas including the iconic three-line icon which I made as an ongoing design theme for the entire book.
For typography, I wanted to make sure it's clean and clear — straight-to-the-point information while still being aesthetically pleasing. I wanted to make sure parts that need to be emphasized are highlighted to keep hierarchy intact for the whole editorial design. Typesetting also played in an important role in order for smooth reading for viewers.
