This was a conceptual design for the Leica Annual Report. The most accurate information available was from 2009-10, which is the reason for the out of date years on the cover and throughout the publication. The goal was to create a vintage inspired report that would catch and hold the attention of shareholders. The reason for choosing a vintage style was to pay homage to Leica’s amazing history in the world of photo journalism and superior camera manufacturing that dates back to 1925. The whole publication uses only black and Leica’s branding colour of red. The second goal was to use as many visuals as possible, in order to get away from the stereotype most Annual Reports have, which is a very bland and boring stat sheet.