
The photographs exhibit a
quiet tonality
—
not washed
out, but intentionally a little
more soft, and with a little less
contrast in their tonal range.
This is highly unusual for
annual reports, which tend to
reproduce sharp images with
saturated color. The tonal soft-
ness seems friendly, approach-
able, and honest.
A mix of idiosyncratic details
reinforces the personal aspect
of the report’s messaging:
hand-drawn ornamental type
treatments, script, and elabo-
rate doodles. The organic
qualities of these elements
contrasts the open space,
sharp typography, and bold
geometric stickers.
Project Case Studies 05
Podravka Annual Report
DESIGN EVOLUTION
TEXT
BLACK
(Provision) ...