ALJ Community Initiatives Report 1

ALJ, a Toyota dealership in Saudi Arabia, came to us with a problem. Young people were not interested in working for them. Instead of creating an advertising campaign, we dug deeper into the company and found that community initiatives is a big part of what they do. They had an impressive amount of projects aimed at giving back to their community and they were much more than a car dealership. We decided to design an annual report where each spread is a story of someone this company helped. Due to their limited budget, most of the content was created by hand, which created an authentic feel to the report. I was part of this project for two years. For 2012 we went for a colourful and vibrant look. The CEO called it Saudi Hip Hop.