One Report, Three Creative Routes.

Woodward's annual report has to represent their three different sides of the business: aerospace, marine, and rail. The clients felt stagnation in the past year's design and requested we swing for the fences. Taking that to heart, rather than pick a single style up front, I built out three distinct creative directions: one built around strong, moody photography that really focuses on the components they make rather than the whole, one leaning on clean compositing that highlights the 3 sectors and moving forward, and one more illustrative and conceptual, with a goal of upward movement and the wonder factor that illustration provided. Each was developed near-production-ready, not just sketched as a mood board.

Leadership had a real choice in front of them instead of a single take-it-or-leave-it option, which made the final decision faster and the resulting report more confidently theirs.