As a copywriter you have to know when to keep your words to yourself. Sadly, there are great pictures and layouts that can speak for themselves, with only a little support. These are ads created by Chris Hoy of Rivet Design for Ballentine Construction, a cottage and home renovation company based in Point au Baril, Ontario. Virginia MacDonald‘s photographs of cottage interiors are so gorgeous that the rooms speak for themselves. I merely report what they say and add a tagline.
Left: Scott Thornley + Company’s annual report for the University of Toronto Scarborough. Right: The Works Design’s annual report for Corby Distilleries.
After working 15-hour days for a month to meet deadlines for two annual reports, I can say that the market for ARs isn’t dead, though I may be.
I had heard from many designers that AR work had dried up with diminished budgets as the reports went online, reducing print runs dramatically. What once had been a design stable with eye-popping budgets had become a pain in the ass no longer worth the nail-biting deadline pressure.