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CASE STUDIES - EAA - European Aluminium Association
Their Communication Need
The EAA is a Brussels-based association focused on securing sustainable growth of aluminium in its markets.
and to maintain and improve the image of the aluminium industry towards target audiences. Part of their role as an association is to summaries their yearly
activites in an annual report. In 2003, the growth of Europe meant there were more and more Annual Reports arriving on their stakeholders' desks so they
wanted their message to stand out in a dynamic yet professional way. For this they contacted Morris & Chapman.
The Business Communication Solution
Morris & Chapman suggested various techniques to increase the impact of the report.
Images: A selection of full page visuals were choosen so that even on a "Flip through" the reader would understand the message, and would more likely be
drawn in. The images themselves were not simply stock shots but were creatively chose to engage the viewer.
Format: While the images were to draw the reader in (and support the message), the text itself had to convey the message. The layout was chose to be modern and
clean cut. The size of the text was also increased so that readers wouldn't be distracted while finding their reading glasses.
Results
All agreed the report was striking and definitely achieved the goal of standing out from the crowd. Association members stated that they believed it did a great
job of conveying their message to external audiences.
Work
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