Client: K2

Location: Carlsbad, CA

Project Type: Annual Report

Date: 2004 delivered in May 2005

Category: Investor Communications

Snapshot: K2 is a leading designer, manufacturer and distributor of premier branded sports equipment, technical apparel and footwear. and other recreational products. K2’s diverse portfolio of owned brands offers innovative products that are utilized primarily in team and individual sports such as baseball, softball, alpine skiing, snowboarding, fishing, water and outdoor sports, skateboarding and paintball.

Client Vision
With the acquisition of several new companies under the K2 umbrella, the idea for a magazine-style report was a perfect fit. Special interest stories that focused on the people who used the products livened up a dry industry report.

Challenge
After three consecutive years of generic industry reports, we developed a K2 sports magazine-feel report which would be used not only as financial communication to the stakeholders, but as a marketing piece, both internally and for prospective investors. Breaking the report into platforms based on K2’s divisional sales and marketing arenas, we developed a K2 sports-magazine-style report, with bright colors and action photos interspersed among product shots. Creative copywriting incorporated special interest stories and product-focused articles in perfect harmony.

Tools
We created a layout that could be consistent among platforms without restricting the creativity of the design.  Balancing product photos and action shots kept the magazine theme.

Results
Printed and delivered 30,000 reports to shareholders in May 2005.  The feedback on the overall design and layout has been consistently outstanding!