Annual Report 2011
In close collaboration with Lundbeck, we went about achieving our goal of making Lundbeck’s mission come alive by ‘wrapping’ the report in it. The cover features a simple, yet powerful black-and-white photo of Jakob Tranberg, a patient with a bipolar disorder, whose personal countenance and warmth invite readers to open the report.
Brief patient cases were also used to put a face to complicated disorders and introduce a chapter on how Lundbeck is working to help overcome the growing burden of disease. The cases were elaborated in a supplementary magazine of interviews with patients and leading scientists within the field.
In order to help readers access the complex information presented in the report, the design exploits easily decoded visual cues like color-coding, infographics, diagrams and illustrations. Combined with a clear page layout and typographic hierarchies, these leverage the data in an interesting and engaging way adding to user-friendliness.
Lundbeck's annual report was well-received by its audiences and highlighted by e.com's ReportWatch as a best practice example for its use of visuals, illustrations and photography stating: "Showing patients and talking about medical treatment is not an easy job. This report, that comes along with a magazine-leaning book, succeeds with sobriety."