Kellogg’s 2017 annual report is a 100+ page document consisting of endless blocks of text with no visual cues and little to no visual hierarchy. It is a struggle to navigate and perceive information provided in this annual report.
Redesigning Kellogg’s 2017 annual report by utilizing new approach where imagery, typographical hierarchy, and charts and graphs are used to increase readability and make information more accessible. Bringing Kellogg’s vivid identity to its dry corporate documents not only serves practical purposes of improving information perception but also feels refreshing and true to the brand.
Financial data was visually reinterpreted in tables, graphs, and charts. Colorful palette and text hierarchy helps to distinguish between blocks of information and guide reader’s attention from one area on the page to another according to its importance.
