The Greater Toronto Airports Authority 2007 Annual Report is a breath of fresh air. The friendly, clean-cut photograph on the cover radiates positive energy encouraging a desire to open and start reading the information inside. The cover title ‘Uplifting people’ is the first of many puns used in the report and it’s this use of humour that gives the report it’s feeling of playfulness, a quality which attracts readers. Lorella Zanetti, an award-winning photographer, created the cover and the employee portraits on the inside pages. These unique images impart the publication with a sense of intimacy, a modern fresh feel and an essence of beauty.
Zanetti’s photographs perfectly capture the employee-centric theme of the annual report. Focusing on employee contributions makes the company more real to its readers and reinforces the report’s authenticity, using first names implies intimacy. Space around chunks of information allows the copy room to breathe. Overall, readers see a more personal side of the company, a known way of engaging with the audience, whether they are stakeholders, employees or customers.
An annual report can come in many different formats. This particular report was produced in a handy size of only 16.5 x 21.5 cm, that’s a little larger than an A5 sheet of paper. It’s not as slim as a piece of paper, but it’s certainly more manageable than a lot of other printed reports. It’s slim, light-weight design means that it can be read easily using only one hand.
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