Graphic Partners - UBS Triton Property Fund Annual Report and Accounts Case Study

UBS TRITON PROPERTY FUND
ANNUAL REPORT AND ACCOUNTS

Project summary:
Graphic Partners was commissioned to design the Annual Report and Accounts for the UBS Property Fund, Triton.

Objective:
The report needed to serve a dual purpose, as a reporting document and also a marketing tool. The report also needed to shift perception of the business, communicating the human face of the organisation as well as reporting its outstanding business success.

Solution:
There was a requirement for a professional document, produced within tight deadlines, containing a large and complex amount of data which was to be collected from a variety of different sources.

Although bound to conform to UBS corporate communications guidelines, Graphic Partners was encouraged to explore all creative possibilities.

The solution was to construct a proposition and hierarchy of information that immediately engaged the reader. The theme of 'impressive figures' and the reportage style of photography were developed to answer the dual requirement of the document as both a financial reporting publication and a marketing tool. The imagery differentiates UBS from its competitors, giving a traditionally dry subject (investments and funds) a refreshing lease of life.

Graphic Partners' in-house production service co-ordinated the technical services required and print buying and management.

Benefit:
Feedback for the document, both internal and external, has been extremely favourable.

The document provides several primary benefits.

1.		UBS's interim and annual reports have always been serious business tools, demonstrating its commitment to increased transparency when it comes to reporting. It is almost always provided in presentations and business pitches because of the quantity and quality of information contained therein. This document maintains that element. It provides a plethora of data about Triton - its positioning, investment strategy, business developments, financial information, etc - in one document.
2.		The modern look and feel reinforces the professionalism of the UBS team and the way it operates.
3.		The use of large numbers easily grabs the readers' attention to important, current and impressive figures relevant to Triton. These are figures it wants people to remember. UBS wanted to show information that differentiates it from its peer group in an obvious manner.
4.		However, amongst the most important this time is the light shed on Triton's team members. It shows that the financial experts behind the fund do have personality; that they are approachable. It helps people identify with those Triton members that they have dealt with or that they deal with often. This different and quirky aspect has helped the team build and strengthen relationships with clients and consultants, as well as property agents in the market. For example, Barry and Pauline's portrayal in the document has significantly raised their profile and understanding of the important role they play.

The report has worked so well the UBS Interim Report is following the same theme.

www.ubs.com