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Creative Matter Post

Above and Beyond

When Ace Hardware approached us to design their 2013 Annual Report, we were very excited to help out. Ace has enjoyed increasing growth and success over the last year and we felt that this report was the perfect opportunity to celebrate their hard work and their vision for the coming years. With this in mind, we chose “Above and Beyond” as the theme for the report – a title that dually connoted their commitment to excellent customer service and the trajectory of company.

Using an expanded color palette to bring in a fresh, new aesthetic to this Ace piece, we also wanted the bold colors to reflect the large transformation that took place with the Ace Paint Studio.

This annual was story-driven, so we utilized large, full bleed imagery to put the focus on the people/communities involved in the Ace story. Also, because annual reports can often be dry and number-driven, we used infographics with an expanded color palette that were stylized to express information more personally and more interestingly.

Overall, the driving conceptual message behind the design decisions was to capture the different Ace employees and their communities going above and beyond a typical hardware store.