The ask

"Showcase us and make us stand out!" That was the brief from the BNSC for their 2008 Annual Report. Considering the subject matter and their remit – co-ordinating UK civil space activities to benefit science, enterprise and the environment; supporting academic research; and representing the UK at the European Space Agency and international forums, that might have seemed a formality. But the need to appeal to a hugely diverse body of stakeholders, impart detailed and technical information, be British, and remain true to government guidelines, made this an interesting challenge.

The task

We had to balance inspiring design with the practicality of legibility. First, the impact: for the cover we used an unusual paper stock and special dense black inks, combined with a black-foil Union Jack – and worked closely with BNSC’s selected printer to ensure print of the highest quality. Second, the practicalities: as the report had to conform to the Department for Innovation, Universities and Skills’ brand guidelines and RNIB guidelines for minimum type size, we employed deliberately oversize typography throughout the body of the report, making the text very easy to read, and the slightly technical content, more approachable.

The proof

The report turned heads by departing so strongly from previous years’ efforts, with many positive comments received from various stakeholders. The client commented that the report looked smart and impressive without looking overly expensive – exactly what was required from the brief.