Amidst one of the most challenging downturns in the industry’s history, IMPACT Silver Corp. decided that a comprehensive annual report was important to its shareholders. The company had enjoyed a year of growth and very positive developments, despite market conditions, and it was determined to communicate and underscore the strategy that had brought value to shareholders.
When we interviewed management to develop a concept for the report, this determination was obvious. It was so obvious, in fact, that we were compelled to use “Determined” as the document theme. The IMPACT team held solid faith in their game plan, one that they believed was well suited for the state of the industry.
The cover design featured a mine worker in hard hat, with a resolute and determined facial expression. We believed this captured the spirit of IMPACT’s management perfectly. This “get-the-job done” tone was carried throughout the document. Each section title began with the phrase “Determined to…” Perhaps the most significant of these headings was found in the letter from President Frederick W. Davidson: “Determined to prosper and grow in challenging markets.”
With that challenging market in mind, the design, layout and paper stock all reflected a scaled-back approach. Shareholders would see that management was serious and confident in its strategy and its ability to follow through, yet they would also see that management was not being profligate with its spending. The result was a clear, positive and attractive report that was appropriate for both market conditions and company finances.