American Portfolios Financial Services
You don’t have to actually be interesting to say something interesting—or to say something normal in an interesting way. That’s the beauty of good design, which is what I tried to do here for APFS’ brand, annual reviews, and other stuff.
Winning
2009 Annual Review
Horizon
2008 Annual Review
2008 was a tough year and we wanted to find a way to chart the “journey” that AP endured that year. We needed to tell a story that spanned time in a compelling way. Through research and experimentation we interpreted the market data from that year and devised our own Digital Elevation Maps (DEM). The DEMs were fed into custom software we had developed that generated high resolution landscapes based on the values of the DEMs representing the rocky financial landscape that APFS had to traverse that year.
Beyond
2007 Annual Review
2007 was a year that AP pushed far ahead from where it had been previously. We were inspired by JFKs quote from his address at Rice University in 1962, "We choose to go to the Moon in this decade and do the other things, not because they are easy, but because they are hard." So we tracked down the original Hasselblad images from this apollo mission, had them scanned and retouched.