In yet another difficult year for the mining industry, Energold Drilling Corp. required a somewhat fearless annual report. The document not only had to present bad news openly, it needed to communicate the many ways Energold had prepared itself to weather the storm and build for the future. Red Rocket Creative, having produced Energold’s 2013 annual report, was assigned the project again for 2014.
Our creative team chose “True Measure” as the report theme, recognizing Energold’s ability to roll up its sleeves and deal with the industry’s challenges head on. We felt this responsiveness and proactive culture showed the “true measure” of Energold management. “True measure” also related to the “true vertical depth” of a drilled hole and supported a theme of honesty and accuracy.
We developed a clean and economical design to reflect how Energold continued to build a leaner, more responsive company. Key performance figures, openly communicating both bad and good news, were laid out in bold tables and charts on the initial pages. New products and technologies, developed for rapidly changing markets, were featured in numerous photos and profiles. Perhaps most important, positive imagery featured the many hard-working people who were working to make Energold resilient.
The result was a positive, forward-looking and realistic account of how Energold management was not only dealing with market headwinds, but finding opportunities for a long and prosperous future.