The 2017 Annual Report for State Auto was one of my first big projects that I got to conceptualize and execute as a younger designer. It seems natural that it was (essentially) a page layout project, given my earliest design experience is in newspaper and magazine layout. Like most public companies, annual reports serve as important documents for current and future shareholders of the company to understand the performance of a fiscal year and how the company provided value to those with stakes in the company. Every year, the CEO at State Auto would set the theme of what the annual report should be, and for 2017, he wanted to convey how the fiscal year was a journey, but one where the company is intent on moving forward in innovation, technology, etc. When searching for swipe and vector art for the report, I came across a series of geometric running figures made up of line fragments connected by points. It felt like the perfect symbol of how companies progress and grow — where there are many small achievements and victories that, when connected together, create an upward trajectory.

WHAT I DID

I concepted and designed the report as well as prepped the files for the printer and publisher.

THE PROCESS

I received a theme from the CEO and creative guidance from the creative director.