The Latest Report on Annuals
by Sibley Peteet

The numbers are just in. And they look impressive. Over the years, several of America’s top corporations have turned to Sibley Peteet to help convey their key messages in compelling ways. We’ve recently completed three very different annual reports for three distinctively different companies. Just as we do with branding assignments, we make sure our designs for annual reports honestly reflect the unique cultures of the corporations. But these reports do share some important things in common – creativity, appropriateness and quality production.

In 2004, Pilgrim's Pride had their best year in Company history, having recently acquired the chicken division of ConAgra. There was reason to be upbeat, so we themed the book “Savoring Success”. Our story began with four consecutive spreads, each with images of mouth-watering chicken dishes and bold bullet points noting the year’s unprecedented highlights.

In this year’s 7-Eleven annual report, we helped the king of convenience retailing promote their constantly evolving assortment of products. 7-Eleven’s goal is to give customers what they want, when they want it. Our product-focused solution reinforced their commitment to keeping a pulse on customers' needs and exceeding customers’ expectations. We called it a “New Level of Convenience”.

In our third annual report for Fort Worth-based XTO Energy, we positioned the company as a “Timeless Value”. This young company has experienced exceptional growth and profitability as they continue to identify, purchase and restore value to long-lived oil and gas properties. The visuals we chose were ancient fossils of plants and animals, all dating back millions of years, which were extracted from the same layers of earth where XTO finds its natural resources. These images were juxtaposed with today’s counterparts, reinforcing the “timeless” concept.