GATX Annual Report
This project was one of my favorites. Our client had undergone a drastic change that year, going from a conglomerate which owned transportation vehicles to a specialized finance and leasing company; essentially going from trains to logistics. Our strategy for communicating this momentous transformation was to illustrate it in part through Origami: the art of transforming a simple, flat piece of paper into a distinct, very complex three-dimensional shape. It requires vision, a carefully executed plan, and a clear concept of the final creation. Our client was ecstatic; it perfectly described the concept and reality of what they were trying to convey.
Letterpressed cover, showing fold lines, a hint of the Origami theme. This visual continues throughout the interior, showing dotted "fold" lines.
Another layer of illustrating the theme was to incorporate photography of original Origami pieces. Each spread in the narrative section has an icon representing an aspect GATX wanted to covey regarding their transformation and new offering to their shareholders.
Caption reads:
"Individual dolphins take turns leading or directing a group's course. The untrained eye cannot detect when leadership shifts from one dolphin to another; an outside observer will see only a seamlessly coordinated effort."
"Individual dolphins take turns leading or directing a group's course. The untrained eye cannot detect when leadership shifts from one dolphin to another; an outside observer will see only a seamlessly coordinated effort."
The flower, folded out of a map, represents global expansion.
Caption reads:
"Lacking sun or water, a flower will wilt and die. But planted where conditions are favorable, and nurtured with knowledge and care, it will bloom, grow and thrive."
"Lacking sun or water, a flower will wilt and die. But planted where conditions are favorable, and nurtured with knowledge and care, it will bloom, grow and thrive."
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Other Origami icons, on remaining narrative spreads:
A catamaran, made using plan artwork (unique hybrid, quickly adapts); a lion, out of currency (strength, savvy, confidence); a folded fan, out of a stock page from financial journal (enhancing returns through service).