I read General Electric's 2012 annual report and it put me to sleep

To design an annual report for a given corporation using a strong concept and visual language system.


My corporation is General Electric. For the report, I wanted to focus on giving the brand a modern look but still remaining true to the ideals and ethos of GE. I purposefully wanted to stay away from showing machinery, instead, I used empowering black and white photography to elegantly present what GE does at a large scale. Via this methodology I was able to present GE as a modern, timeless, company focused on the consumer.

Apple's new iOS 7 inspired the visual style of this report. I wanted to act upon a design trend that was popular at the moment while also using elements that help minimize the exhaustion of trying to comprehend lots of extensive charts and graphs.