The project aim was to design an annual report and a digital format for an assigned organization/company, redefining the target
audience and developing a storytelling style and a visual system
to approach them.
I was assigned the Philip Morris International 2013 Annual report. After researching, I found its previous annual report design was focused on a formal businessman image, but it was promoting
e-cigars for environmentally friendly purposes. So, I chose to go a different route and developed a visual system with vibrant colors and interesting hand written type in order to approach urban young professionals as a new audience to the company.