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Jeff Fischer, art director
Karen Scholl, writer
Joey Zornes, designer
Christopher Barcelona, creative director
Toby Miller/Kris Schultz, programmers
Amie Rundle, project manager
Resource Interactive, project design and development
Limited Brands, client

"What an innovative way to present an annual report. Classic presentation methods are well-integrated with Flash without ever feeling contrived, and I particularly liked the video integration that allows users to get the information in an easy and direct way. " —juror Elena Blanco

"The strong image presence effectively translates identity, personality and brand—the key characteristics of an effective annual report." —juror Jonathan Hills

Overview: This online annual report includes all of the content of its printed cousin, but delivers it in a sleeker, more elegant presentation. Beckoning users to dive deeper into specific details and initiatives, the site offers exclusive video footage, rich stories and other interactive elements.

• Average download size 40KB with predictive preloading capabilities
• 4-week development time
• Usability tracking engine

Comments by Christopher Barcelona and Joey Zornes:
"With this annual report, we wanted to extend the reach of the traditional print piece beyond their core investor mailing list. Our goal was to create an experience that would showcase chairman Leslie Wexner's letter to shareholders. To accomplish our goal, we used a combination of exclusive video footage and an interactive narrative that not only highlighted the accomplishments of 2003 but also gave us an opportunity to present the company's vision for the future.

"Our client’s world-class and easily recognizable imagery greatly influenced the design execution of this project. It ultimately lead to the direction of a two-tiered interface where the top tier communicates the Chairman’s letter through a combination of type and full-motion video and the bottom tier is a photographic story capturing the unique personalities of each brand. On any given click, the two work together to communicate information, ideas and emotion and keep the reader moving fluidly throughout the piece.

"In addition to the main shareholder letter, the Flash interface empowers users to enter into content modules and learn more about each brand via integrated video, interactive image galleries, executive bios and employee quotes, without ever needing to open up a new browser window. And the flexibility of the navigation allows them to navigate chronologically or to explore sections at random with an interactive table of contents.

"We’re incredibly proud of the attention to detail that went into every aspect of the project. Whether choosing the perfect photograph, or making certain the motion and animation felt just right, we wanted the piece to communicate in the most effective, relevant and engaging manner possible. The finished product is beautiful, immersive, easy to use and meaningful."


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