Rather than minimizing the difficulties at hand, the theme of the 2008 AR FITCH designed focuses on converting challenges into opportunities. The narrative discusses successfully negotiated transformative points in the company’s history as well as current challenges, which are serving to generate opportunities for the future.
We expanded each section of the printed editorial into short Flash videos with voice-over speaking to the copy’s key points. For deeper exploration into the topic, we also provided links to relevant content within other parts of the Weyerhaeuser website.
With an eye to assuring its investors that the company was prepared to meet the challenges of the global market conditions, Weyerhaeuser, one of the largest timber companies in the world, asked FITCH to help them through the preparation of their annual report, both in print and online formats.
Building off notable success for the 2005–2007 annual reports, FITCH created Weyerhaeuser’s annual report in 2008. For the 2008 report, we used a combination of purposeful language, bold typography, and journalistic-style photography, which delivered a matter-of-fact message and worked to build trust with the investor community.
The online annual report presents a compelling visual and interactive experience, helping increase visibility for Weyerhaeuser to another audience—one who has grown accustomed to online video and immersive online applications.