IMPACT Silver Corp. produces silver, gold, lead and zinc from two production centres located southwest of Mexico City. Celebrating ten years of continuous operation in 2015, IMPACT’s annual report needed to highlight the company’s decade of achievement while helping investors understand the difficult state of the mining industry and management’s strategy for sustaining growth and thriving in the coming years.
Red Rocket Creative Strategies was retained to craft the annual report theme and messages, balancing the report’s narrative between an historic, current and future focus. To support the celebratory tone, we made the ten-year anniversary the focal point of the report and created a theme of “10 Years of IMPACT.”
We kept the cover simple but bold, keeping with management’s goal of showing austerity. The large “10” was given a duotone, retro look while showing action and movement in the photo background.
A key feature of the report’s content was a timeline, noting seven milestones of the past decade. Due to the heavy influence the price of silver has exerted on the company’s share price, we also included two price charts: one showing the spot price of silver placed above a chart of IMPACT’s share price. The closely associated trend lines clearly reinforced how silver markets have affected IMPACT over the past decade.
The President’s letter and balance of content helped communicate management’s strategy for not only surviving the difficult markets, but thriving once better conditions return. The clean, bold look and minimal imagery supported the tone of prudent spending and efficiency, creating a report that communicated conviction, efficiency and optimism.