Ideals Creative 2007 annual report is called Saving the World 24/7. It combines handwritten type, illustrations, and fun patterns with friendly sans serif type. Even the graphs are fun and friendly. It looks as if a group of free-spirited and fun-loving group of people designed it and that is exactly what the they want the viewer to deduce about their company. The design of the publication resembles a sketchbook or a storybook, which gives it an aura. There is a sense of authenticity and realness which is comforting. It makes the viewer trust in the company. Instead of being very cold, technical and factual, the design of this annual report is warm, fun and inviting, which is a good way to attract clients. – Donna Zitelli
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