With 52 branches throughout Qatar, Al Meera Supermarket is the leading food and essentials superstore for much of the nation. Recent regional upsets have challenged the business and Al Meera have felt the need to restore stakeholder confidence and show how robustly they responded to a crisis.

The Assignment

Deepmark was approached to design Al Meera’s annual report for 2017. Up until last year, the company had relied upon a more traditional layout that presented company data in a conventional, text-intensive format. Deepmark was tasked with redesigning the document to increase stakeholder engagement and convey value and confidence in challenging times. A particular focus on Al Meera’s effective response to the national blockade. 

Information in Images

Deepmark conceived a more visually orientated presentation of Al Meera’s data that makes it easier to engage with and retain the information. The positioning statements and the copy narrating Al Meera’s resolute facing of the blockade and its effects are presented boldly within the framework of an organic colour palette and set of visual elements, communicating a message of emotional investment. The report presents organizational structures, processes and financial information graphically.

Triumph Over Obstacles

The annual report highlighted Al Meera’s calm approach and effective measures taken to surmount the challenge of the national blockade. Supply shortages were solved by quick sourcing of appealing alternatives. Higher costs incurred as a result of the crisis, in the form of emergency logistics, were faced with stabilization of prices. 

Transformation

The client reported an increase in stakeholder engagement with the new annual report format. The document transformed from conventional to engaging, being easier to read and more effectively communicating value and confidence to shareholders. The stakeholders were shown a successfully enacted action plan that posed a powerful example of Qatar’s strength in the face of adversity. Al Meera resolved to continue with this graphic-intensive format for future annual reports.