Executive Creative Director: Jim Mayfield
Creative Director/Designer: Kevin Koestner
Producer: Mark Dickman
Photographers: Scott Smith, Giacoma Biagi, Terrance Man
Retoucher: Michael Speckhard
Account Director: Patrick Kane
Copywriters: Rich Eichwald and Gemma Groch
Project Manager: Sarah Saettele
Assignment:
VF Corporation Annual Report. VF Corporation is a global apparel, footwear and accessories company with a diverse portfolio of iconic brands that meet consumer needs across a broad spectrum of activities and lifestyles. The company’s three largest brands are Vans®, The North Face® and Timberland®. Under the leadership of its new Chairman and CEO, Steve Rendle, the company’s focus shifted from an external narrative telling the story of VF’s iconic brands and “culture of collaboration” to an internal narrative focusing on the story of VF Corporation, the company and its nearly 70,000 associates. The Annual Report served as the first external expression of VF’s new purpose and values, as well as layed out Steve’s vision and strategic growth plan for VF.
Approach:
With this new direction in mind, we developed a theme that had social and economic results associated with it: “Purpose Driven.” “Purpose” focused on VF’s aim to improve people’s lives and make the world a better place, while “Driven” focused on the business itself. To show this, three VF associates (representing VF’s top three brands: Vans, The North Face and Timberland) were featured on different report front covers for their significant contributions not only to the company, but also to their communities. Showing how both “Purpose” and “Driven” could be represented visually in one image, each cover showcased a lifestyle image representing the brand where the associated worked, double-exposed over their portrait with a look of purpose in their eyes. The opening spread brought all three employees together and provided context to why they were chosen, tying them to being the foundation of VF’s success. The “Purpose Driven” theme is connected to VF’s story throughout the rest of the report by taking on the approachable personality and tone of VF Corporation’s new CEO Steve Rendle, showing large visuals of consumers immersed in brand experiences, as well as using textures and images with rounded corners.
Results:
The 2017 VF Corporation Annual Report was well received by the CEO, the company and its shareholders. By focusing on the story of VF Corporation (the company) and tying the theme to positive social and economic results, we further built shareholder and investor confidence in VF’s ability to achieve its strategic goals and deliver industry-leading total shareholder return (TSR).
This piece was a Graphis 2020 Design Annual Silver Award and 2018–19 AAF Silver Addy winner.
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