Challenge

Following its IPO in November 2017, Footasylum, a UK-based fashion retailer, approached RY to produce its first annual report as a listed company.

This needed to tick all the regulatory boxes, present the company’s performance and make the case for its growth potential. Crucially, it had to reflect the energy of a youthful brand. 

Approach

Any maiden report must get the foundations right to build on in future years. Under the banner of ‘We are Footasylum’, we set out what makes the company a distinctive investment offer. This included compelling product and consumer images and statements about why Footasylum is different. The look and feel of the report reflected the excitement of the brand, with design carefully balanced to avoid distracting the reader from its important content.

Result

The client was delighted with the report. It stayed true to the brand while communicating its growth potential in a way the investment community could embrace.

What’s more, the process of producing the report was smooth. What first appeared to be a daunting 20-week task, became a pleasurable one as the project was broken down into a six-step process with RY guiding the client through three design routes, five proof stages and two proofreads before arriving at the final 98-page report.

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