The team at Red Rocket developed a very memorable report for us. They are big picture thinkers while also being sticklers for detail – a perfect combination.
Not only is it the world’s purest and fastest-growing silver producer, First Majestic Silver is known for innovative management and a highly-effective, community-focused team culture. The company’s 2012 annual report needed to convey all these themes powerfully. At the same time, management wanted a fresh, unique look that launched this report far above previous efforts.
Our team interviews and conceptualizing process generated a theme of “One Metal, One Country, One Team.” This idea captured the company’s focus on silver, their belief in Mexico as the world’s best place for mining and management’s mandate to empower employees at every level.
We created a clean design that delivered a strong, graphic representation of First Majestic’s impressive numbers and stats. The cover was printed in rich black with a tactile “soft touch” coating. Sleek and subtle “building block” shapes formed an intriguing of outline of Mexico and helped represent the many people that work cohesively to make First Majestic a success. Silver foil lettering reinforced the company’s silver focus.
The concepts of people and community were supported with strong imagery and inspiring statements from staff. Combined with bold, clean graphics and tight copy, the result was a document as warm and welcoming as it was informative and effective.