Bernard O'Brien Institute of Microsurgery
An excellent example of how sticking to quality design principles and a high-calibre creative process can turn an ordinary Annual Report into a stand-out
 The Melbourne-based Bernard O'Brien Institute of Microsurgery (BOBIM) has led the way in clinical and experimental research over the past 30 years. The Institute advances replantation surgery and transfer by microsurgical techniques of body parts and tissue to reconstruct people maimed by trauma, cancer, burns and congenital deformity.
DDG was engaged to design and produce BOBIM’s 2005/2006 Annual Report and to deliver a contemporary, engaging publication to encourage readership by the various stakeholders, whilst reinforcing the existing brand.
Fred Thompson, DDG’s Creative Director, explained how the creative process developed. “Initially we reviewed the previous Annual Report and found there was room for improvement on the use of colour and selection and application of imagery. We recommended large hero-style images and a vibrant colour palette compared to the previous muted shades of green and blue. Our aim was to evolve the brand into some new territory without departing too hastily from what was already in place.”
The design team also identified that there was no defining graphic element to pull through the document. In response they developed a “stitching graphic” to represent the core work of BOBIM and wove this dynamic element throughout the pages to create a repeated visual anchor. The stitching theme was also incorporated into the page numbering style.
Fred added, “The content was fairly copy heavy so we looked at presenting that in a more visually engaging format. We included pull-quotes in large-scale font to attract and draw readers to the main copy. Combining this with bold hero images and bright backgrounds provided visual contrast between the pages.”
More relaxed group photographs of Board Members have replaced individual head shots. The new look is friendlier and more accessible and, as Fred explained, more likely to be read and accepted by the expected readership. “As with any Annual Report, the challenge is to present mandatory content in an engaging format. An especially high proportion of the BOBIM Annual Report comprises financial, technical and scientific information so this was even more challenging. We adhered to good design principles and backed that with quality creative input to produce a very readable document.”
The 72-page report, available in printed and electronic format, has been well-received. The DDG design team is already exploring concepts for BOBIM’s next Annual Report with plans to build on the 2005/2006 changes to push the visual boundaries even further within the parameters of BOBIM’s requirements for a professional and contemporary identity.
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