Having designed the ESB’s most important corporate communications piece – their annual report – for a number of years, Red Dog tackled the challenge of creating an even more memorable report by producing a design that is high-profile and confident. Taking a cue from ESB’s commitment to becoming a world-class renewable-energy company, we took the notion of ‘aiming’ and translated this into a striking graphic metaphor for the front cover of the report, where a series of die-cuts and strong, contrasting colours form a target device. This motif is then abstracted inside the book for its section starts, where it appears as coloured lines out of a solid black background. Printed on a beautifully textured stock that comes with a list of green credentials, the piece also practises what ESB preaches in terms of environmental awareness.