SMBC — Annual Report 2017


We recently embarked on a collaborative project with our client SMBC Aviation Capital to complete their 2017 annual report. With an ambition to become the leading aircraft leasing company in the world, the design needed to reflect their global strategy, disciplined philosophy and world class professionalism.

The front section is comprised of statements from the senior management team alongside staff profiles and customer stories. For these we commissioned photography of the entire senior management team in Dublin as well as staff members in New York, Shanghai and Toulouse. Separating the front and rear sections is a triptych of images taken by Matthew Thompson entitled ‘Metamorphosis’. The photographs, commissioned by SMBC Aviation Capital, beautifully capture the complex and rarely seen process involved in the transitioning of an aircraft from one lessee to another. Following this is a fifty four page section of financials printed on a contrasting, uncoated stock.

With a relatively small number of physical copies required we printed the report on recycled paper stock using a HP Indigo press. An increasingly popular option, it marries the high quality of lithographic printing with the economical cost of digital.

The report builds on a graphic language we have been developing for SMBC Aviation Capital and is part of our longer term goal to position them as a dominant force in the global aviation leasing business.