Fujitsu

2005 Annual Report

Mapping out responsibility

We were tasked with developing a creative concept for the Fujitsu Siemens Computers 2004/2005 Annual Report. Once again, we faced the task of making the medium of the annual report work for the brand core. The new Annual Report was a chance to present Fujitsu’s idea of responsibility in a new, surprising way, while deepening it at the same time. We needed to present this special commitment in a credible way. That means: design and imagery, language and structure need to be in keeping with the content of the Annual Report and the corporate message.

The idea

As an international company, Fujitsu Siemens Computers develops and produces IT solutions for different markets, industries – and even cultures. We touch on the latter aspect to show responsibility in its different forms. The environmental mindset in Scandinavia, quality of life in the Mediterranean or the focus on the future in the Middle East. As different as people’s interests and commitments can be, they all share a common denominator: responsibility. This special kind of commitment brings out our strength in all countries.

The result

We make it clear that Fujitsu Siemens Computers is about more than technologies, more than bits, bytes, PS and GHz. We show different cultures illustrating the various facets of responsibility. And we connect these things to the industries in which Fujitsu Siemens Computers is active. This creates a convincing report that fulfils all the requirements of an annual report while strengthening the brand of Fujitsu Siemens Computers.