Responses by Sagmeister & Walsh
Background: This is an annual report project for Zumtobel Group, a company that manufactures high-end lighting and lighting systems. Each year, the company partners with a designer, artist or studio to create a limited edition mail-able piece. In previous years, the company worked with creatives like sculptor Anish Kapoor, interdisciplinary design studio Diller Scofidio + Renfro and artist James Turrell.
Reasoning: We decided to create a piece with colorful typographic spreads on the theme of light and darkness. We wanted to bring playfulness, color and humor to accompany the straightforward financial data within the annual reports. We created a set of typographic prints that can be enjoyed independently from the book.
Challenges: The timeline! Zumtobel wasn’t able to share the full set of copy and numbers until less than two weeks before we had to prepare everything for print. The company told us this information in advance, of course, so we’re able to work around it.
Alternative approach: Zumtobel is a wonderful client because the company kept the brief fairly open-ended and open to our own personal expressions. The only parameter was to create an annual report, which spoke to the brand. Zumtobel was totally supportive of our ideas and excellent to work with. We had originally planned for a very complex photoshoot using light as the theme, but the timeline did not work out. Stay tuned for a future edition.