ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Branding / Annual Report
Annual ID
ADC102_BCD008G
About the Work
For the past 7 years, Mucho has designed the Annual Report for the University of California Investments office. This year, for the first time ever, we’ve brought the report to life using Augmented Reality technology, UC AR representing both ‘Annual Report’ and ‘Augmented Reality’.
Last year was extremely chaotic across the markets as the returns reflect, however we wanted to highlight the way that the University invests under the strong leadership of Chief Investment Officer Jagdeep Singh Bachher. The report is aptly titled “Where others see chaos, we see opportunity.”
We wanted to bring some interactivity into the printed piece, working with illustrator John Burgess to create kinetic typography illustrations and animations based on the core messages throughout the report. Inspired by Robert Brownjohn and his typographic study ‘Watching Words Move’, our type as image approach uses a similar thinking to Brownjohn’s but in a fresh way, bringing in the third dimension, motion and AR.
Mailed in a chaotic typographic black foil stamped envelope, the report’s vibrant university yellow contrasts the envelope. The cover has a jumble of letters, with an ‘O’ in the negative space, animating to ‘Opportunity’. It’s also the reader’s introduction to the first typographic animation, spelling out the word ‘Opportunity’. Amongst the jumble are clever phrases that contributed to the chaos in the markets, such as ‘GAS $’ and ‘CRYPTO’.
As the annual report now takes on a same size and grid every year, we took an editorial approach, with a stripped back color palette to allow the type-as-image to shine.
2023 Awards
Total Points: 45
Gold Cube
Credits
Agency
Mucho
Creative Director
Rob Duncan
Designer
Dongsik Paul Jeon
Design Director
Lyam Bewry
Project Manager
Vickie Wu
Senior Designer
Cindy Zheng
Associate Partner
Luke Robertson
Augmented Reality
Vadim Zaychik
Eugene Gushchin
Illustrations
John Burgess
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