Stella McCartney’s 2019 Annual Report
Overview: A digital annual report for a high-end clothing company, Stella McCartney.
Challenge: Use the company’s mission statement of transparency and environmental stability into the design elements.
Solution: Use transparency as the main graphical treatment in a digital-only format to reduce waste and to decrease contact during COVID-19.
The colors represent McCartney’s sustainability efforts to combat waste and fast fashion. Nude pink and shades of green highlight nature, earth and soil.
The typefaces were carefully chosen to decrease the amount of ink used when printed. This is another effort to reduce the company’s carbon footprint.
Transparency and overlay are design elements used throughout. They align with Stella McCartney’s mission of being transparent and honest with her customers.