Axel Johnson International

For three years in a row, I had the opportunity to produce concepts and final designs for the annual reports of Axel Johnson International. Each year I faced different challenges in terms of telling their ongoing story. The theme was chosen to reflect Axel Johnson International being “a good place to be” for the second report. That might sound presumptuous, and I must say that I have heard my fair share of company BS over the years, although in this case, I already knew this to be true. The visual approach was an attempt to emphasise prosperity, a sense of belonging, gender equality and being a good partner in business, either in a merger or as a supplier of services or goods.